Irvine-based Kelley Blue Book is expanding beyond its traditional automotive focus, introducing a home valuation service and adapting to changes in consumer information consumption driven by artificial intelligence.
Founded in 1926 by Les Kelley, who initially published car prices he was willing to pay for his dealerships, KBB has grown into a major resource for vehicle valuations, pricing information, and reviews. The company is part of Atlanta-based Cox Automotive, which also owns online car marketplace Autotrader.
Among its newest initiatives, Kelley Blue Book Homes is a home valuation service currently in a limited test phase in select markets. This project aims to extend KBB's expertise in vehicle pricing into residential real estate. A company spokesperson stated that KBB, "rooted in providing trusted data and insights," regularly evaluates opportunities to extend its expertise into adjacent categories, while emphasizing that its focus remains on delivering industry-leading automotive insights and solutions.
The move comes as AI-powered searches are changing how consumers research and shop for vehicles. KBB previously navigated a significant transition from print to the internet three decades ago, successfully adapting to online automotive marketplaces like Cars.com and CarGurus, and more recently, platforms such as Carvana and CarMax.
Attracting more than 25 million monthly website visitors, KBB is investing in marketing, online valuation tools, and video content. Vice President of Operations Steve Lind stated the company is "doing all the things that make sure we show up in those searches," ensuring visibility and leveraging its marketing budget. Lind also affirmed KBB's "hyper focused on building and maintaining the brand" by winning in the "LLM and AI world with our content, with the brand, with our videos."
The digitization of the publication 30 years ago, with KBB.com launching in 1995, allowed the company to directly reach everyday car shoppers. Previously, the physical book was distributed mainly to dealers, manufacturers, and banks. The print publication no longer exists, but its foundation in automotive data helped establish its digital presence.
John Sackrison, executive director of the Orange County Automobile Dealers Association, affirmed KBB is still "strong and recognized by consumers as a trusted resource," with dealers using its real-time data for trade-ins. Craig Whetter, President of Wilson Automotive Group, noted that KBB provides an avenue for their 15 U.S. dealerships' inventory to be shown online, describing KBB as "part of our culture."
Lind also highlighted KBB's adjustments for younger generations who "shop and think and act and rely on different types of information" and prefer formats like video and consumer-generated reviews. The company has restructured its editorial team and content approach to mirror social media platforms like TikTok, YouTube, and Instagram, by "putting faces to the brand." This content now serves car owners as well as shoppers.
Editorial Manager Sean Tucker pointed to Editor Jordan Schiefer and Senior Editor Michael Jordan as "brand faces" who review new vehicles from automakers including Irvine-based Rivian Automotive and Kia America. Tucker noted the engagement in comments on Schiefer's videos, where viewers express anticipation for his content. While acknowledging the learning curve with AI tools for data analysis, Tucker emphasized that each post and video remains "entirely human produced," aiming to establish authority with both the KBB brand and the individuals behind it.
