John Deufel has resigned as president and director of iRV Inc., a fledgling RV dealership roll-up and e-commerce firm, the company announced today.

Deufel, 46, a former salesman at Tampa, Fla., area mega dealership Lazy Days, quit for “personal reasons and a desire to pursue other interests,” according to the company.

iRV Inc. operates iRV.com, an Internet web site that allows potential retail buyers to set their own price and allows participating dealers to beat or match it.

Earlier this year, iRV Inc. also bought Coach & Campers, a money-losing RV dealership in Knoxville, Tenn. Coach & Campers lost $83,400 on sales of $2.6 million during 1999, according to a Securities & Exchange Commission (SEC) document.

iRV Inc. has lost $1.7 million since its inception and its auditor reported, in a SEC document filed during April, that it has “substantial doubt as to the company’s ability to continue as a going concern.”