Honk, an online car buying service, is launching a social networking application in an attempt to simplify car shopping.

Powering www.honk.com's search tool is a social recommendation engine that analyzes opinion and profile data from hundreds of thousands of new car buyers from diverse backgrounds.

The result is a unique set of data that allows consumers to search for vehicles based on who they are as an individual, not just the vehicle's body type, price, and fuel economy. Honk's search tool enables consumers to discover the most relevant vehicles recommended by people most like them.

“The No.1 factor shoppers cite when asked what plays into their car purchase are personal recommendations they get from family and friends,” says Tom Taira, Honk co-founder and CEO. “We're going to enable users to learn what all kinds of people think about cars in a fun, informative, and social way.