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Do You Have Any Effect on Car Market Prices?

It’s time for this week’s version of Ask Doug, which is your favorite weekly column wherein you ask Doug something, and Doug pretends not to hear it. We didn’t do an Ask Doug last week, primarily because Doug was traveling, or his Autotrader colleagues were traveling, or maybe you were traveling. Doug does not remember.

If you’d like to participate in Ask Doug, you can! Just email me at, and I will be happy to read your email and possibly make fun of you, or possibly post it here on Oversteer for everyone to see your absurdity.

This week’s Ask Doug, which is about car market pricing, comes to us from a reader I’ve named Lenny, who did not provide a location, so I am going to guess that Lenny lives in Connecticut. Lenny writes:

Dearest Doug DeMuro,

Between your videos and articles, it’s conceivable that you have among the widest reach of any automotive journalist or entertainer in the automotive field. A few weeks ago, you released a video and a post talking about how BMW M car prices will go up, and I noticed a lot of discussion on the internet that referenced this video and article. Do you think your video and article will have an effect on M car prices? When you reach that many people, do you think the market moves, even just a little bit, when you endorse a car as a good investment or when you say it’s going to go up in value?

Warmest regards,


Great question, Lenny, and thank you for writing all the way from Connecticut. I get this question occasionally, and I’ve started to get it more and more frequently as I’ve become a bit more popular over the last year. In fact, another automotive journalist-ish person recently accused me of hyping the market on the cars I personally own, so I can profit when I sell them in one of the most bizarre hit-and-run internet accusations I’ve ever witnessed, perhaps not realizing that I ruthlessly mock virtually every car I possess and lose enormous amounts of money when I go to sell them.

So, Lenny, here’s a quick answer to your question: no. I do not believe have that effect. I believe my influence on car values is truly zip, zilch, nada, zero, and I think nobody really starts to invest in cars because I tell them to. In fact, if you look at most of the older cars I like — original Acura NSX, BMW E39 M5 — you’ll find that I’m not exactly saying anything groundbreaking in my videos, though I occasionally present a point of view that nobody with such a wide reach has ever really articulated. But I don’t believe anyone’s really reading a Doug DeMuro article or watching one of my videos and going out to buy any of these cars, so they can hoard them and wait for the “Doug DeMuro bump.” It ain’t happening.

With that said, I have noticed one interesting recent trend: Over the last six months, I’ve had dozens of people come up to me and tell me they’ve purchased a vehicle based on one of my videos or articles. Not a vehicle to buy for investment purposes, or because they think values will shoot up, but a car that I said nice things about, so they decided to try it, and they bought it.

Several times, this has happened with the Mercedes-AMG GT, which I wrote about roughly a year ago and called “severely underrated.” Multiple people have come up to me and told me they purchased an AMG GT based on my recommendation. Other people have said similar things to me about the Porsche 997 Turbo, the Cadillac Escalade, the Chevy Bolt and a few other vehicles. It’s always very flattering, and in that sense I suppose I have a tremendously small impact on the car market — but I don’t think I actually influence values or pricing for people who want to invest in vehicles.

Why is this? Simple: I just don’t think people make important decisions like this based on some guy they watched on YouTube, or read on Autotrader, whose largest claim to fame is running over a Chrysler PT Cruiser with a Hummer. Maybe someday, but not today. Find a car for sale

Doug DeMuro is an automotive journalist who has written for many online and magazine publications. He once owned a Nissan Cube and a Ferrari 360 Modena. At the same time.

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Doug Demuro
Doug DeMuro writes articles and makes videos, mainly about cars. Doug was born in Denver, Colorado, and received an economics degree from Emory University in Atlanta. After graduation, Doug spent three years working for Porsche Cars North America. Eventually, he quit his job to become a writer, largely because it meant that he no longer had to wear pants. Doug’s work has been featured in a... Read More about Doug Demuro

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  1. I used your video to get my wife away from the Ghibli, I agreed with your video but she wouldn’t see it my way. However after watching a random YouTube video from someone she had never heard of, that convinced her. I did take her to test drive a Jag XJ 5.0 Supercharged at your recommendation and she loved it.

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