FindsYouCars.com is offering dealers sales leads for a monthly fee of £10.
For this micro-subscription charge, the site matches consumers with dealers who have the exact car each buyer is looking for.
“Dealers are not only juggling hefty business and stock-holding costs, but the move to online has made marketing an unnecessarily heavy burden on the trade," said FindsYouCars.com CEO Guy Walker.
“Marketing costs have spiralled out of control due to the popularity of the web and the fierce competition it has created among manufacturers, dealers, media, brokers and information websites.
"Everyone is effectively vying for the same audience and is therefore bidding against each other to advertise on Google. This is making margins tighter and cost of sales higher, and the result is that consumers are getting ripped off and dealers are more susceptible to discounters."