NEW YORK - Tom Florio does it eBay.
The publisher of Vogue, who surfs the Web to ogle vintage pickups, a few months ago found himself in an eBay Motors bidding war for a teal 1958 Chevy pickup. He won, and two weeks later the truck was shipped from California to Florio's home in the Hamptons.
"It's terrific," he says of the experience. "It's a great truck."
Florio is far from alone in purchasing his wheels on eBay. Last year, the online auction site was used to sell 300,000 vehicles, and the company says 25 percent of its gross merchandise sales came from cars and other automotive items.
eBay links buyers and sellers. It doesn't sell cars or take possession of vehicles. eBay started by focusing on rare or high-end specialty cars like Florio's truck. Now the company that changed the nature of the flea market is trying to transform the $372 billion used-car business by taking its pitch to ordinary consumers in a national TV and print campaign.
The campaign continues the "Do it eBay" musical campaign using an adaptation of the Frank Sinatra classic, "My Way." This time, a woman in a traffic jam sings about getting a deal on her dream car.
Commercials running on network and national cable TV began last week.