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Let me start this post by saying that I am a total car nut. That might help you understand why I'm so excited to hear about a proposal for a new gTLD that would be called .CAR.

The proposal comes from ATX, a firm I'd never heard of (and perhaps that's also the point of the .CAR proposal: a publicity stunt) but which claims to be "the world's largest independent telematics services provider to the automotive industry", whatever that means.

The rationale behind .CAR is very similar to .MOBI's. The idea is to have an extension for content designed specifically for use in the automotive environment. "Browsing the Internet in the vehicle is a unique environment with unique characteristics," says ATX. The proposal also stretches to the possible use of .CAT sites in conjunction with onboard vehicle data such as performance, maintenance or location data.

Don't know how serious .CAR, but I love the idea of web content designed specifically for in-car browsing…