What: An Internet service that allows shoppers to name their own price for airline tickets, hotel rooms, mortgages, home equity loans and new vehicles
Where: The automotive service is available in New England, New York, New Jersey, Georgia, Michigan, Florida, Southern California and soon in Alabama. Now it is beginning a national rollout
How: Web shoppers offer to pay a set price for a car or truck. Priceline faxes the offer to dealers in the shopper's designated market area. The first dealer to accept the offer wins the business. Dealers can, however, make a counteroffer.
Who: Priceline's automotive unit is led by President Maryann Keller, a longtime automotive analyst most recently with ING Barings Furman Selz. Mike Seergy, formerly vice president and general manager of Nissan Division, joined the company in July as vice president and general manager.