Abstract: A system and method for performing vehicle transactions via a reverse auction website includes a server for receiving a customer request for bids on a specified vehicle. The server is communicatively coupled to a plurality of customer user devices and a plurality of dealer user devices. The server transmits the customer request to a plurality of dealers who then provide bids for the specified vehicle. The system publishes the bids to the customer and to all bidding dealers so that the dealers have the opportunity to view other dealers' bids and, based on this, revise their bids accordingly. When the reverse auction ends, the customer can select one of the dealer's bids.