I thought of the car thing too. You can make a site on lemon law, or about providing consumer information on buying cars. There's plenty of search traffic you can get on seo here, and the ppc earnings are absolutely fabulous (5$ on ovt). SEO can be on a carpart by part basis, then building up to target keywords like buy a car. There are lots of car forums around, and you can buy links in very active members' signatures. Car blogs and enthusiast sites are other places to find links, and if you can provide a tool that pulls loan info from banks for specific popular car models relative to avg credit score, you'll probably find it's good link bait and get plenty of free links.
For monetization in short term until seo brings traffic, you can shoot for ppc arbitrage, though the competitiveness of the auto industry might have eliminated any arbitrage possibility.
I see the logo as an eye where the pupil is half human half tire. i four (wheels)