Embodiments are described herein including systems and methods for presenting vehicles available for wholesale purchase to retail consumers in order to generate a retail “lead” on a specific vehicle prior to acquisition of that vehicle by a dealer. The electronic lead, once generated, is made available to a licensed dealer before the dealer acquires the inventory corresponding to the lead. In contrast to known lead generation models, the lead is created on a specific vehicle that a retail dealer has the ability to purchase, but has not yet taken into inventory.