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I think the best place to start personalization is on actual inventory with related vehicles. From what it seems, most vendors use a combination of make, model, year, body style, and price range to come up with related vehicles. That's the simplified approach. However, other eCommerce platforms are getting better by using visitor data combined with an algorithm to pair related vehicles (not because they bought them but because they viewed them) in a sort of "other customers that viewed this vehicle viewed these other vehicles". I think it's a better approach to discovering vehicles and I think dealer websites have enough traffic to pull something like this off.

As for the behavioral targeting - I think the best approach is to use something called session tracking. You can setup goals or events, score them against an algorithm to perform some sort of action (say, slide a valueable promotion down the page to those who score high). Get a list of goals on the site (VDP view, active searches, credit app, etc.) and assign each goal points. Then build promotions that run against those points and whala! You're issuing personalized offers to those the website identified as hot leads