Trademark infringement is about consumer confusion and, specifically, about consumers being confused about your relationship with the trademark owner. If you use the name Ford in a manner that suggests your website is owned or licensed by Ford, you will have an infringement issue. If you use the name Ford in a manner that indicates you are selling new or used Ford vehicles without any relationship to the manufacturer, you should not have any infringement issues.
It is helpful to you, in this type of venture, that consumers recognize vehicles are regularly sold by individuals without relationships with the manufacturer because expectations can be part of the confusion issue.
Good luck,
Todd
Answered on Mar 24th, 2014 at 9:36 AM