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Salt Lake City-based Internet retailer Inc. has launched a new online car-buying platform, Cars by Overstock. According to a release from the online giant, the platform helps customers navigate every aspect of the car-buying process, starting with the ability to research their purchase using up-to-date vehicle data, popular articles and in-depth video reviews.

Research data and editorial content for in-depth automotive research is provided through a partnership with TEN — The Enthusiast Network — and its automotive brand Motor Trend.

Once their research is completed, customers can search Cars by Overstock’s database of nearly 4 million new, used and certified cars from thousands of dealers across the country before negotiating directly with the dealer — in some cases in complete anonymity. Vehicle protection plans for qualified new or used cars from trusted warranty providers are also available at the site, the statement said.

The Cars by Overstock platform also provides financing and refinancing tools so that customers can find competitive financing. Comprehensive insurance offerings are due on the site soon, Overstock said.

“We designed Cars by Overstock to provide the most full-service online car-buying experience available,” said Patrick M. Byrne, Overstock’s CEO and founder. “Our process enables a consumer to conduct superb research efficiently, enter into negotiations, purchase warranty plans and obtain financing. With Cars by Overstock, we’ve provided a safe and fair platform for both consumers and dealers from a trusted brand with nearly two decades of experience helping customers use technology to find exactly what they want, for less.”

“This partnership is a groundbreaking solution to deliver Motor Trend’s automotive data, research, content and insight to a new audience in a new format,” said TEN’s president of automotive Scott Bailey. “Going beyond the traditional retail elements that does so well, we’re excited to bring a wealth of content that in-market shoppers can utilize to enhance the auto shopping and research experience.”

Cars by Overstock is seen as its own tab on Inc. sells a broad range of products including furniture, rugs, bedding, electronics, clothing and jewelry. Additional stores within Overstock include, dedicated to selling artisan-crafted products to help developing nations around the world, and Main Street Revolution, supporting small-scale entrepreneurs in the U.S. by providing them with a national customer base. Other community-focused initiatives include Farmers Market and pet adoptions. Forbes ranked Overstock in its list of the Top 100 Most Trustworthy Companies in 2014.