I don’t see it catching on and I think they would have been better off putting their money behind autotrader.com.
Very few people are going to buy a car with eBay’s model, either through bidding or with their Buy It Now. You use the internet to find the car, research it, then contact the dealer to negotiate either via email, phone, or more often in person. And when it comes to searching autotrader’s interface > eBay.
The last 3 cars I bought came from autotrader (expedition, fiero, gto). The ranger before that was a dealer walk in, and the tracker before that was from the old autotrader magazine. I can’t remember how we found the wife’s old prizm at the dealer in cheektowaga.