A new auction is riding in from the West.

Go West Auto Auctions announced it is launching an online wholesale auction for licensed retail/wholesale dealers in the Western U.S.

In a news release, the company, based in Bend, Ore., said it’s “rebelling against the existing industry standards by putting dealers first, standardizing fee structures, offering title, meaningful arbitration assistance and partnering with transport professionals who deliver as promised.”

The auction will feature live bidding Monday through Friday from 9:30 a.m. to 12:30 p.m. Pacific, with 24/7 buy now and viewing capabilities. Go West said it will serve markets “from the Great Pacific Rim to the Great Mississippi River,” noting that it “understands our vast distances” and works with transporters who “know how to travel through microclimates and multiple time zones.”

“We are living in a world where you are treated with more respect for buying a chicken sandwich than buying/selling millions of dollars worth of vehicles, all while working 65-plus hours a week, being forced to use antiquated technology, paying ever-shifting outrageous fees through archaic payment methods with firms all owned and operated over 3,000 miles and three time zones away,” CEO Adam Hellmer said.

“We are changing this. We are doing it better, faster, stronger. All while being dedicated to treating our dealers the way they deserve.”