Group buying - think bigger.

At the time, auto parts and eventually vehicles, would sell on the site but the biggest hurdle to overcome was aggregating demand for generalist products. This looks like the same case here. If you look a auto forums in particular, which are designated by car manufacturer, I'd bet they have the highest chance of pulling something like this off. Forums generally have sections for their members to group purchase, so this isn't that far of a stretch. In this case, through forum's audience is plugged in to following the manufacturer and therefore is a very engaged community that can facilitate commerce.