Lotsof.net brings buyers, leasing companies and dealers together and hopes to offer a faster way to find competitive deals by concentrating on selling run-out stock, stock taking too long to sell and manufacturer-supported sales.
Managing director Mark Turner already runs a Honda dealership in Newbury and leasing company Fawcetts Fleet.
He said the idea came from cheap flights websites and the like, which bring together availability information in one place.
He said: "It’s like a dating agency for the motor trade. I was amazed by the time it took from a buyer’s point of view to track down prices for cars. With Lotsof.net, finding and ordering takes seconds. You can find physical cars or cars on order, and cars can be ordered direct from the factory through the dealers."
Fleet buyers are able to view cars available around the UK in real-time after paying a small subscription charge. When they find a suitable car and click the order button, dealers are alerted by email and SMS text. There is a transaction charge, which Turner said could be as little as £5.