What We Do

Lanekeep helps people find cars that actually work for their lives and budgets, with less BS and more useful info.

We offer independent automotive guidance for people who want practical solutions without dealer pressure or endless hours of individual research, and we specialize in green vehicles.

We do it by matching you with cars that suit your real world needs, backing up our informed recommendations with hard numbers — efficiency, costs, reliability — not just opinions.

Who Needs Lanekeep

• Long-time city dwellers who last had a car in college — with a tape deck.
• Busy families who have other things they need to deep-dive on Reddit.
• Anyone who feels intimidated by the dealership experience.
• Folks who love and appreciate well-researched, unbiased recs.
• Shoppers who know what car they want and need help making the deal.
• Buyers who want to go green but need guidance about how to do so.

Our Approach

We love cars, and we love recommending cars that make people happy. We aren't industry insiders or ex-dealers. We're car-obsessed enthusiasts. For decades, we've been helping friends and family find and buy great cars that fit their lifestyle. Now we're doing it for the world — and focusing on EVs and hybrids.

But it's not just opinions guiding our selections. We've developed our own data-driven tools to inform our process, considering cost of ownership, impact on the planet, and how a car enhances the life of every Lanekeep client.

About the Founder

Peter Gaston is a cultural curator and connector, transforming information into inspiration, one perfectly matched recommendation at a time. As a dad and husband, he's energized by work that creates positive change for the next generation — like helping folks transition into cleaner transportation.

With Lanekeep, Peter emboldens clients on their journey to buy an ideal vehicle, especially hybrids or EVs, by pairing deep market research with the kind of trusted, personalized guidance he's delivered throughout his career as a strategist and content expert. He excels at finding the signal in the noise — like the perfect car hiding in depreciation data — and has been delivering thoughtful automotive recs ever since his grandmother's Oldsmobile needed replacing when he was 8.

People trust Peter's taste and judgment because he approaches every recommendation with irrepressible curiosity, human insight, and genuine warmth — just as he has over a successful career as a marketer for brands like Spotify, Kia, Amazon, and Capital One, and as a long-time editorial lead at SPIN magazine.

Peter's current attainable dream garage: pre-owned BMW iX for electric family hauling, Volvo 1800S for vintage cruising, lifted Toyota Hiace van for weekend adventuring.