AutoConversion has rolled out a new website that not only gives dealers a way to showcase their specials, but also connect with shoppers who may want to be more private in the way they shop for or research vehicles.

Doing so, of course, can help dealerships generate more leads.

Officials compared the marketplace on AutoConverse.com to that of Craigslist. However, instead of dealer and merchants listing vehicles, shoppers list vehicle requests. Then, dealers and merchants can respond to them. In other words, it’s the reverse of how most online auto marketplaces work.

The site’s communication is done via blog or forum format. Consumers can choose to either to allow the public to see their vehicle requests or choose to keep them private, where only designated members can see them.

Regardless of which manner they choose, shoppers can communicate with dealers and merchants without having to share their phone numbers or e-mail addresses.

Continuing on, officials explained that members on the site can be divided into four different categories: shopper, dealer, merchant and agent.

An agent, for instance, could be a representative of several dealers or merchants. He might also be a webmaster who promotes his own auto website or interests via AutoConverse.com.

The site also lets members link the Facebook, Twitter and Foursquare profiles, blog and personal websites to the AutoConverse.com.

Dealers, in particular, can include links to dealer review sites. They can also offer links to their own sites on DealerRater.com.

Also, available to dealers, agents and merchants are merchant sites. Users can employ these WordPress-based micro sites to showcase their own dealership, brick-and-mortar storefront or website.

There is no limit to how many merchant sites they can build. Furthermore, the AutoConverse.com activity stream will include all content placed on these merchants’ sites.

“Auto dealers, retailers and those with automotive websites are encouraged to leverage site to promote their product or business,” stated Ryan Gerardi, the company’s chief executive officer.

“Highlighting specials using the Twitter-like status update feature will insure more interest from online shoppers, and dealers are encouraged to use this frequently,” he added. “Since the site focuses on in-market buyers, dealers and merchants are not at risk of overwhelming people because the shoppers are there to do business, not socialize.”

There are additional features and functions being built that are on the way. Users can also give their suggestions, ideas, comments or request help in setting up or utilizing their accounts through a feedback form.