Computer software giant Microsoft is preparing for next year's pan-European launch of its Carview automotive website as manufacturers cut prices.
Carview UK managing director John Brewer, a former BMW GB executive, said the website would act as an intermediary between the manufacturer and consumer.
Mr Brewer wants to appoint dealers to act as online "partners" which, for a monthly subscription will, advertise their stock online and provide quotes.
He had looked closely at the Autobytel proposition, but said: "We have a different approach - our expertise is in developing software applications for our partners."
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