February 13, 2006, 12:00 AM

New CEO at Auction Mills pushes development of Carforce1 for car dealers

Auction Mills Inc., a provider of online auction services, has appointed automotive industry veteran Jim Womack as its new CEO and acquired Carforce1, which helps car dealers market through eBay, Overstock and other online venues, the company said.

Kurt Peters

Executive Editor

Auction Mills Inc., a Dallas-based provider of online auction services, has appointed automotive industry veteran Jim Womack as its new CEO and acquired Carforce1, which helps car dealers market through eBay, Overstock and other online platforms, the company said.

Womack, who replaces Jason Brola as CEO, said he expects Carforce1 to sign up about 30 car dealerships within two months and between 100 and 200 by year-end.

"Many dealers across the country are not efficient in selling cars online through these platforms,” Womack said. “These dealerships are missing out on major revenues and profits because of their lack of knowledge within these online arenas. We will teach these automotive dealerships how to use the Internet as an additional sales tool."

Carforce1’s fees range from $3,500 to $10,000 per month.

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