Why would they intentionally not set a reserve? What do you think happened, the seller got remorseful about the deal he offered when he realized no one was bidding anything close to what he needed to get to cover his costs? I don’t get it.
They could have done it to generate more interest, because auctions without reserves get more bids.
Usually, this spurs many people to bid and the price continues to climb. And, the Challenger has been a hot commodity, so they probably figured no one would let it go for that price. For some reason, it didn’t work in this situation.
I also noticed that this seller doesn’t have any feedback yet, so apparently they are new to eBay. Maybe that explains it, too. And that dealership is not selling any other vehicles using auction-style listings, which is probably a good idea since they are obviously bad at it.
But you can’t just fumble through your listings and not follow through with the agreed-upon terms when you make a mistake. That’s why, if you’re a business who wants to establish an eBay presence, you get someone who knows what they are doing to list products.