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GM dealers in California have begun offering new cars on ebay.
The trial program is scheduled to last until September 8th, but will likely be expanded nationwide after that.
About 90% of California GM dealers are participating and in total are listing around 20,000 vehicles.
You can browse the inventory at gm.ebay.com. The listings are not actually auctions.
The way it works is the dealer offers a sales price that you can accept right off the bat, or you can submit your own price.
If you submit your own price, you will end up doing a back-and-forth negotiation, much like you would at the dealership.
Therefore, this program isn't really innovative. It's just a different way of negotiating for a new car.
It's definetley worth a try though. Dealers may be willing to negotiate good deals just to help promote the program.

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