has launched My This new feature gives consumers more control over their car shopping experience by allowing them to save vehicles and searches to their personal “My” space.

The company’s largest consumer offering to date, My provides personalization of the car shopping process. Consumers, who currently search the largest selection of vehicles anywhere on, can now save searches and specific vehicles that match their chosen criteria. Only a valid e-mail and password are needed to register, after which users can click on the "save this car" or “save search criteria” icons to allow future access to these saved vehicles and searches.

A global navigation module located in the top right corner of every page indicates if a user is signed-in, provides the summary of current saved searches and saved cars, and allows easy access into their My space. As many as 10 searches and 25 cars may be saved by an individual user at any one time.

In the first month since its launch on the site, 165,000 consumers have registered on My These users have already saved hundreds of thousands of vehicles and performed tens of thousands of searches.