Chicco and CarGurus Introduce The Family Fit Factor to Keep Families Safe on the Road
Baby Safety Month collaboration offers families free resources and expert guidance on child passenger safety, from vehicle choice to car seat fit.
LANCASTER, Pa., Sept. 1, 2026 /PRNewswire/ -- As families grow, new milestones bring important decisions, from choosing a child's first car seat to purchasing a new family vehicle. Yet many parents may not realize how closely those decisions are connected when it comes to keeping children safe on the road. According to Chicco, a leader in child passenger safety, and CarGurus, the No. 1 most visited automotive shopping site in the U.S.1, the right vehicle should support proper car seat installation, provide enough space for a growing family and adapt as a child's safety needs change over time.
This September, during Baby Safety Month, Chicco and CarGurus are introducing The Family Fit Factor, an educational initiative designed to help parents navigate how vehicle choice and effective car seat use work together to support child passenger safety at every stage. Parents can access free step-by-step car seat installation video guides, expert advice from a Chicco Child Passenger Safety Technician and CarGurus' Automotive Experts, as well as a special child passenger safety episode of CarGurus' The Driveway podcast (airing September 2).
Research from both brands highlights the choices and challenges growing families face. CarGurus consumer insights find that families with children are nearly twice as likely to cite a lifestyle change – like having kids – as a reason for buying their most recent car compared to households without children. Chicco findings add another layer to that picture, with 52% of parents managing multiple car seats in one vehicle2.
"Parents want to feel confident they're doing everything they can to keep their children safe in the backseat," said William Hasse, Vice President of Marketing for Chicco USA. "With nearly half of car seats installed incorrectly3, the details matter. Our partnership with CarGurus helps parents go a step further to better understand how using a car seat correctly and vehicle choice work hand-in-hand."
As part of The Family Fit Factor, Chicco Child Passenger Safety Technician, Josh Dilts and CarGurus Automotive Expert, David Undercoffler, encourage families to consider the following tips as they start the car-buying journey:
- Consider How a Vehicle and Car Seat Work Together: When choosing both a vehicle and car seat, make sure to identify the features that matter to you and match your needs, like installation methods or whether a vehicle can fit multiple car seats across. That way, they can work in tandem to ultimately provide the safest ride.
- Choose a Future-Forward Vehicle: Consider how seating, space and layout will accommodate your needs today, as well as additional passengers, multiple car seats and future stages.
- Check Car Seat Fit Regularly: As children grow, verify that both the child and their car seats continue to fit appropriately within your vehicle.
- Don't Rush Safety Transitions: Children should progress through each stage of car seat use based on their size and readiness to help maximize protection on the road.
"Choosing a car comes with big decisions, and our research shows that families with children are going into the shopping process with a unique set of considerations," said CarGurus' Undercoffler. "They're prioritizing safety, space, and how a vehicle will fit their family's needs as they grow. Through The Family Fit Factor, we're bringing CarGurus' decades of automotive expertise together with Chicco's child passenger safety knowledge to help families feel more confident choosing a vehicle that works for them today and down the road."
For more resources and to follow along for safety content throughout Baby Safety Month, follow Chicco USA and CarGurus on Instagram or visit The Family Fit Factor guides on ChiccoUSA.com and on CarGurus.com. Find the latest car seat innovations, including the new Chicco Fit3x ClearTex Ultra-Slim All-in-One Car Seat at ChiccoUSA.com. For help finding the best car for your family, ask Guru, CarGurus' conversational guide that instantly recommends local listings personalized to your needs.
*Methodology
- CarGurus and NIQ Consumer Behavior and Insights survey of 3,030 U.S. new and used vehicle buyers and sellers, including 2,002 households with children, in May and June 2025.
- Conducted in June 2025 on behalf of Chicco, Pollfish obtained a sample of 1,000 U.S. parents with children ages 0-10 living at home.
- National Highway Traffic Safety Administration (NHTSA), "Consumer Alert: NHTSA Reminds Parents, Caregivers to Find the Right Seat for Their Child," September 22, 2025.
About Chicco® Products and Artsana USA
Artsana Group, maker of Chicco products, is a leading European company with global headquarters in Como, Italy and worldwide expertise in everything for baby. The Chicco brand was founded over 60 years ago and is now in 120 countries. Chicco has become a household name for parents across the United States thanks to products like our top-rated KeyFit® Infant Car Seat, which has been recognized as the very best for safety, performance and style. Visit www.ChiccoUSA.com for more.
About CarGurus, Inc.
CarGurus (Nasdaq: CARG) is the leading multinational automotive platform helping consumers and dealers confidently buy and sell vehicles. Founded in 2006 with a mission to bring more trust and transparency to car shopping, CarGurus is the No. 1 visited automotive shopping site in the U.S.1 with the largest selection of inventory and network of dealers.2 CarGurus' unmatched selection, trusted automotive insights, and data-driven products and solutions support each shopper's journey — from online research and shopping to in-dealership decisions — to empower them at every step. And, by translating data from billions of monthly site interactions, CarGurus provides dealers a personalized, predictive intelligence platform with software solutions that helps them run their businesses more efficiently and profitably at all stages of inventory acquisition and pricing, marketing, and conversion to sale.
CarGurus operates online marketplaces in the U.S., U.K., and Canada. The company's network of brands includes PistonHeads, the largest online motoring community in the U.K.3, and Autolist, a U.S.- based online marketplace.
To learn more about CarGurus, visit www.cargurus.com.
1Similarweb: Traffic and Engagement Report (Cars.com, Autotrader.com, TrueCar.com, CARFAX.com
Listings (defined as CARFAX.com Total Visits minus Vehicle History Reports)), Q2 2026, U.S.
2Largest car shopping platform defined as most inventory and largest dealer network. Compared to
Autotrader.com , Cars.com, TrueCar.com, and CARFAX (Joreca as of December 31, 2025).
3Similarweb: Traffic Insights, Q2 2026, U.K.
CarGurus® and Autolist® are each a registered trademark of CarGurus, Inc., and PistonHeads® is a registered trademark of CarGurus Ireland Limited in the U.K. and the European Union. All other product names, trademarks, and registered trademarks are property of their respective owners.
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SOURCE Chicco
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