Ford Motor Company on Monday launched sales for its second gas-electric SUV, the Mercury Mariner Hybrid, but unlike traditional strategies this one begins online for buyers. "The majority of sales inquiries for the Mercury Mariner Hybrid are expected to be taken online with the assistance of 'Personal Sales Consultants' who will serve as the primary liaison between customers and dealerships," Ford said in a statement. "First come/first served real-time consumer demand will determine which dealers and customers receive the vehicles."

Some 2,000 Mercury Mariner Hybrids will be built for the 2006 model year, and volume will then grow to 4,000 a year, Ford said. The manufacturers suggested retail price is $29,840.