ok you need a semi transparent (or however you call it) pic and then changing the background (behind the pic) with a small javascript.
it's quite simple, you need to cut out the car and put it on a different layer, then desturate it ( CTRL + D i think, in Photoshop) then use the Gradient map and make the white parts invisible and the black parts, non visible, save as transperent pic (gif or whatever you like)
program a small javascript where you selecte the BG color behind the car, et voilą
i never tried it, but it would be awsome if it works
i'll give it tomorrow a try, but maybe out's already working on it, with a better way!
would work with flash too (other than javascript) but that would take more time! (for me)
Creatures