Carvana has opened its first test drive center inside a former dealership, a move that keeps online sales intact while letting customers try vehicles in person. The Dallas location is the first of what the company says will be many more. Unlike traditional dealerships, where sales staff often guide interactions, Carvana’s model removes the pressure to close a deal immediately. Instead, the focus is on creating an environment where shoppers can explore at their own pace.
The facility sells new models from Chrysler, Dodge, Jeep, and Ram—no used cars. Staff are instructed to answer questions but not push sales, a departure from the high-pressure tactics common in conventional dealerships. Their role is strictly informational, directing customers to Carvana’s website or app to complete purchases. This approach reflects the company’s broader digital-first strategy, where the physical location serves as a supplementary touchpoint rather than the primary sales channel.
The setup is designed to feel less like a traditional dealership and more like a modern retail space. The interior includes seating areas with comfortable furniture, natural lighting, and an abundance of plants, creating a relaxed atmosphere that contrasts sharply with the fluorescent-lit showrooms of most dealerships. At the center of the space is a 10-foot LED cube, a high-tech feature that customers can control via QR code using their smartphones. The display cycles through available vehicles, providing details such as trim levels, pricing, and key features. Once a customer selects a model, the cube generates a map directing them to its exact location on the lot, eliminating the need for staff assistance in locating vehicles.
Every car on the lot is unlocked, grouped by model for easy comparison. Shoppers can open doors, sit inside, and examine interiors without pressure, a level of accessibility rarely offered in traditional dealerships. This hands-on approach allows customers to evaluate vehicles thoroughly before deciding whether to proceed with a test drive.
This approach isn’t just about selling cars. The company sees it as a way to boost trade-ins, which feed its used-car inventory. By engaging customers in the new-car market, Carvana can capture trade-in opportunities that might otherwise go to competitors. These trade-ins then replenish its used-car stock, a segment that has historically been a core revenue driver for the company. Additionally, the test drive centers open new revenue streams—such as service, maintenance, and parts—that have long been profitable for traditional dealerships.
Carvana has been buying dealerships across the country, though it hasn’t specified how many more test drive centers it plans to open. The Dallas location suggests a shift in how the company interacts with customers, blending digital sales with hands-on exploration. The acquisition of dealership properties also provides Carvana with physical assets that can be repurposed or expanded as needed, offering flexibility in scaling the concept. However, the company’s long-term strategy remains unclear, particularly regarding whether it will expand the test drive model to include used vehicles or other brands beyond the current Chrysler, Dodge, Jeep, and Ram lineup.
For now, the focus remains on new vehicles. Used cars, which have been central to Carvana’s business, aren’t part of the test drive experience at these centers. That could change, but the company hasn’t indicated any plans to expand the model beyond its current lineup. The exclusion of used cars may be a deliberate choice to avoid cannibalizing its existing online used-car sales, which rely on a different customer journey.
The LED cube is a bit much. Still, the idea of walking a lot without a salesperson hovering has its appeal. The technology, while flashy, serves a practical purpose by empowering customers to handle the inventory independently. The overall design—from the unlocked cars to the hands-on exploration—reflects a broader trend in retail toward self-service and transparency. Whether this model will resonate with a wide audience remains to be seen, but it undeniably offers a fresh take on car shopping, one that prioritizes exploration over persuasion. As Carvana continues to refine the concept, the test drive centers could become a blueprint for how automotive retail evolves in an increasingly digital world.
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