“I Wouldn’t Buy a Car From Me” (This GM Helped Ford Redesign the Showroom) | Auto Collabs

Apple Store energy meets Ford retail as JB Burnett builds a concierge dealership that actually fits how people buy.

Today’s guest, JB Burnett (GM at Preston Automotive Group), went from serving tables at 20 to running his first dealership at 23. He’s now opening what Ford calls the world’s first Signature 2.0 facility—a wide-open, concierge-style showroom where advisors work on iPads, coffee comes before paperwork, and financing options hit the screen in about a minute and a half. He’s betting big that the future of car buying isn’t one lane—it’s dozens—and the store should flex to match every guest’s journey.

We get into the “why” behind the build: Apple-like consult spaces, a barista bar that starts the experience, and tech (AutoFi) that connects online starts to in-store finishes without the dreaded “let me ask my manager” lap. We also talk team prep, culture shifts, and why experiential retail is resurging right as everyone debates online vs. in-store. Spoiler: a dealership isn’t just a place to transact—it’s a place people actually want to be.

0:00 — The Apple Store Feeling That Broke the Dealership Mold
3:54 — Meet JB: From Server to GM at 23 (and What Flipped the Switch)
4:37 — “I Wouldn’t Buy a Car From Me” — The Brutally Honest Epiphany
7:18 — Why Some People Need 8 Hours—and Others Want the Keys in 8 Minutes
10:12 — Inside Ford’s Signature 2.0: Barista Bar, iPads, and Zero Cubicles
15:45 — Weeks From Opening: The First Signature 2.0 Store in the World
18:37 — The 90-Second Finance Loop: AutoFi + RouteOne Changes the Game
20:49 — Open Lines of Sight = Open Trust: Service and Sales Merge
23:20 — Moving a Dealership a City Away: Why Environment Elevates Behavior
24:24 — From Salespeople to Concierges: Training the Mindset, Not Just the Tools
27:20 — Physical Retail Isn’t Dying—Bad Experiences Are
28:38 — Experiential Retail Wins: Make the Store a Place People Choose to Be

Connect with JB Burnett at   / jb-burnett-14534626  
Learn more about the Preston Auto Group at https://www.prestonmotor.com/

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