This article attempts legitimacy of the use of modern Internet technologies by enterprises associated with the automotive market. The first part will be presented definitions necessary to properly identify and analyze these technologies. Then they will be presented examples of the use of Internet tools used in the automotive market by such bodies as carmakers (in the form of brand vehicles), automotive wholesalers and garages. In the last part of the addition to the summary, it will be presented a reflection on the possible scenarios for future use online tools by entities of the automotive market.