BEVERLY HILLS, Calif. -

As reported in an episode of the Auto Remarketing Podcast last week, Fair is shifting away from vehicle subscriptions and is relaunching with a new model early next year.

The company — which will have a new official name of Fair Technologies — will instead offer an end-to-end ecommerce marketplace where consumers can find vehicles to purchase, financing, insurance and extended warranties.

The brand will largely be “Fair” from a consumer-facing perspective, the company said.

The launch is planned for select markets in the first quarter.

The cars for consumers to buy will come from a network of dealer partners, with focus on local inventory.  That emphasis, Fair said, “enables even digitally native customers to tailor their experience with more traditional elements of car-buying that they may prefer, such as a test drive or in-person pickup.”

Fair chief executive officer Brad Stewart said in the release, “The new Fair is designed to cater to everyone – whether they’re completely comfortable having a car delivered to them sight unseen, or would still prefer to get eyes on a particular vehicle and maybe even have a conversation or two before committing to it.

 “Fair’s unique approach puts the customer at the center of a ‘best of both worlds’ experience that’s totally customizable, light on infrastructure costs, and that knits together all aspects of the automotive experience they might otherwise have to manage separately,” he said. (More with Stewart can be found in the podcast below.)

Fair is also eyeing a couple different moves to better position itself operationally.

Among those is the potential for a “strategic industry acquisition,” possibly a large dealer group, the company said.

Should that happen, such a group would continue to operate on its own and act as a resource for vehicle supply as well as operational and logistical know-how, Fair said. The company is also in talks with several financial institutions to be lenders on the new marketplace.

The Fair marketplace would also allow customers to take care of tasks like buying insurance/extended warranties and setting up oil changes or service appointments.

“Customers require no-haggle prices upfront, transparent financing while shopping, and competitive trade-ins, insurance and add-ons that are embedded into their experience,” Fair chief strategy officer Craig Nehamen said in the release. “It’s a tall order, but one we’ve already laid the groundwork to meet through our long-established investment in our tech platform and our deep relationships with the dealer partners who will be working with us to ensure that everything from contract to title to delivery or pickup is just a matter of clicks away.”