CarMax CEO Keith Barr Aims to Enhance E-commerce Technology and Customer Experience

CarMax's new CEO, Keith Barr, has set three priorities for the 2027 fiscal year, including updating e-commerce technology to improve customer experience and catch up with competitors like Carvana. Barr, who previously worked in the hospitality industry, emphasizes the importance of technology and user experience. A major shareholder, Starboard Value, has expressed concerns about CarMax's digital trade-in process, suggesting that simplifying and streamlining the process could help the company capture more sellers and improve its digital front end.