A recently launched online dealer-to-dealer wholesale marketplace says that it is giving dealers the chance to make their wholesales more efficient and profitable, while also providing buying dealers with the opportunity to shore up some gaps in their inventory.

WholeSaleCall.com is currently going through a pilot program in the Midwest, but a full nationwide roll-out is expected. One dealer, in particular, sang the praises of the new site.

"WholeSaleCall.com is the first of its kind in the auto industry," said Brian Cain, general manager of Cain Toyota Scion BMW. "Other sites are based on a similar concept but none of them do what this site does. It’s streamlined our auction process and saved us time and money."

Officials explained in more detail how dealers will be able tap into the site.

Once a dealer becomes a registered seller, he can create real-time voice and email blasts to send to the buyer network about vehicles the dealership is wholesaling.

The seller can set a specific time frame for responses. This is designed to help the selling dealer get a live market price as soon as possible.

When the time frame has expired and the highest bidder is determined, a notice is sent to the seller.

Not only can dealers enjoy more efficient and profitable wholesaling, but they can also use the site as a resource to move aged inventory before they have to transport it to a physical auction.

On the opposite side of the equation, the site’s buyers have a network of “verified five-star” sellers to purchase vehicles from. This includes models that might be otherwise hard to find.

These buyers are given voice or email messages that share details about cars for sale. If a bidding dealer is the highest, the person will be called and emailed with instructions for payment and pickup.

Each unit purchased has a vehicle-description guarantee and title guarantee. Unless it is stipulated otherwise, it is mandatory there be a payment for the title.

“The process may take place as a live trade, in which the customer is in the showroom, and bidders may have only minutes to respond, or for an aged unit where the vehicle may be going to auction in the next few days,” officials said. “In all cases, WholeSaleCall.com network members never have to pay buy-or-sell fees, so those common auction costs are eliminated from their budget.”

They continued, “Additionally, the website does not require long-term contracts. Members can participate in unlimited sales and purchases for a set monthly price and have access to online and in-person customer support.”

At first, the site is allowing only franchised dealers to sign up.