Isn't this the business model for Drivethedeal and such like ? I note that these businesses have been around for many years and (I think) carry a good reputation. The discounts offered are often substantial too.
The Fiesta they have on their front page is offered at a £2560 saving. Drivethedeal currently have the same thing at at a £2604 saving. So they must be trying to compete on something other than price.
The duo behind this already run a car finance site. I imagine the plan is to sell car and finance as a package, if fact, I think that there may be more money in the finance arm.