Carvana Targets the iGeneration with Launch of Carvana Kids

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New Product Offers Vehicles Designed for the Most Digitally Connected Demographic

A sample vehicle description page from Carvana Kids that features a souped-up Kia Soul with ground effects and working audio system with microphone.

Kia Soul available from Carvana Kids

We are stoked to be the first automotive retailer to cater to the iGeneration.

Coming off of its most successful sales quarter to date, Carvana, the first complete online auto retailer, introduces its latest initiative targeting the next generation of car buyers with the launch of Carvana Kids. The new product offers all of the same advanced technological features, customer support and transparency tools available on, but stocked with vehicles geared towards buyers ages 3 to 7 years old.

The inventory available on Carvana Kids includes a variety of the hottest cars on the road today, available in both one and two-passenger options. A few notable vehicles include a Frozen-branded Mustang, a Hello Kitty-themed Hummer, a BMW X5 and i8, a souped-up Kia Soul loaded with ground effects and working audio system with microphone, and a Ferrari that can reach speeds up to 5 miles per hour.

“There’s such a heavy focus placed on millennials by the automotive industry and peer-to-peer online car buying startups, and while we understand technology has been a big part of their youth, they were not introduced to it at birth like the digital natives of the iGeneration,” says Ryan Keeton, co-founder and chief brand officer of Carvana. “As appreciative as we are of our millennial customers, the next generation is even more immersed in technology, making it a natural demographic for us to target. We are stoked to be the first automotive retailer to cater to this group.”

Carvana Kids offers doorstep delivery with free shipping in Atlanta, Nashville, Charlotte and Birmingham. Car buyers can also choose to pick up their new ride from Carvana’s vending machine in Atlanta. Adult supervision is required. All cars available on Carvana Kids are battery operated and come fully covered with a 100-day or 4,189 mile plastic bumper-to-bumper warranty and a 7-day “test own” return policy.

“As all retailers know, it’s much easier to sell to existing customers than new ones. The purpose of Carvana Kids is to introduce consumers to our online car buying model as early as possible, so when they are ready to purchase a full-size vehicle, we will be the first place they look,” states Keeton. “Eliminating the need for our youngest generation to also never have to learn what spending four hours haggling at a dealership to buy a car feels like, is an added bonus.”

Carvana Kids is the first release in Carvana’s early customer acquisition strategy. Potential new products that are currently being tested include an infant audio collection that teaches newborn negotiation strategies and automotive financial literacy in four languages, as well as a line of exersaucers equipped with computer programming tools.


About Carvana
Based in Phoenix, Ariz. and operating out of the Southeast, Carvana is the first complete online auto retailer that allows consumers to shop, finance and purchase a car entirely online, and have it ready for home delivery or pick-up at the nation’s first vending machine as soon as the next day. The company is backed by more than $1 billion in revenue and more than 20 years experience in the secondary car market. All cars available on come fully covered with a 100-day or 4,189 mile bumper-to-bumper warranty and a 7-day “test own” return policy.

For further information on the Carvana car buying process, please visit

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Colleen Murphy
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