Overstock.com test-driving ‘Cars’ program

Cars is the latest venture for the online discount retailer and the program aims to entice auto dealers around the country to post their inventory on the site. Begun in late December, the program enables car buyers and sellers in six states to conduct transactions online.

Customers can search participating dealers’ inventory and agree to accept the listing price, make their own offer or request information from the dealer about the vehicle. Information requests are sent to the dealer via e-mail and text message for follow-up.

Car dealers and overstocked inventory go hand-in-hand and that makes an obvious fit for the Overstock.com model, says Brian Popelka, vice president of Overstock.com Cars. The Salt Lake City-based company worked with Utah dealers on developing tools to help them manage their inventory online. The service also brings customers a list of available vehicles and tools to help make the buying decision.

The Cars service enables customers to search for new and used vehicles by make, model and the maximum price they are willing to pay. Overstock.com is in the process of adding features including vehicle comparison of two or more vehicles listed on the site, and online research tools via resources such as Kelly Blue Book, Edmunds and Carfax.

Overstock.com, No. 18 in the Internet Retailer Top 500 Guide to Retail Web Sites, is offering the service to dealerships across the country, Popelka adds.