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Carvana’s new vehicle strategy turns dealership into ‘playground,’ test-drive center with sales all online

Carvana is piloting a new-car sales strategy that replaces traditional dealership lots with themed playgrounds. The model utilizes a digital cube in Dallas to remove commissioned salespeople and haggling. All purchases are completed online.

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What changed

New details identify a specific digital cube in Dallas as part of the new-car sales pilot.

Live updates

  1. Carvana Tests New-Car Retail Pilot with Digital Concierge Model

    Carvana is piloting a new-car sales strategy that replaces traditional dealership lots with themed playgrounds. The model utilizes a digital cube in Dallas to remove commissioned salespeople and haggling. All purchases are completed online.

    What's confirmed:

    • Carvana's new-car sales pilot aims to reshape auto retail.
    • The company's digital cube at its Dallas dealership removes traditional haggling and commissioned salespeople.
    • Carvana allows users to buy, sell, or trade cars 100% online via its app.
    • Customers can choose vehicle delivery to their door or pickup at a Car Vending Machine.

    Still unconfirmed:

    • High interest rates may be limiting the upside for CVNA stock.
    • Carvana faces a mixed analyst backdrop due to tighter financing and demand conditions.
    confidence 90%

  2. Carvana replaces traditional lots with themed playgrounds for Stellantis

    Carvana is transitioning its new vehicle sales model by creating themed playgrounds instead of standard dealership lots. Customers use these sites as test-drive centers while completing all purchases online. The strategy aims to remove sales pressure and haggling from the buying process.

    What's confirmed:

    • Carvana is using a network of Stellantis dealerships as test-drive centers.
    • Vehicle sales are conducted entirely online.
    • The new model replaces traditional dealership lots with themed playgrounds.

    Still unconfirmed:

    • The Stellantis franchise includes personalized displays.
    • The new centers operate without salespeople.
    confidence 90%

  3. Carvana expands into new car market via Stellantis dealerships

    Carvana is shifting its online model to new vehicle sales. The company is utilizing a network of Stellantis dealerships as test-drive centers. These locations act as playgrounds where customers can view cars before buying online.

    What's confirmed:

    • Carvana is selling new cars through a network of Stellantis dealerships.
    • The company has opened a Test Drive Center at a brick-and-mortar Stellantis showroom.

    Still unconfirmed:

    • The new vehicle franchise for Stellantis includes personalised displays.
    confidence 90%

  4. Carvana Launches New-Car Test-Drive Center in Dallas

    Carvana is testing a new retail model in Dallas by converting dealerships into test-drive centers described as playgrounds. These sites allow customers to experience vehicles without sales pressure. All purchases must be completed through Carvana's online platform.

    What's confirmed:

    • Carvana opened a new-car test-drive center at its Dallas Chrysler-Dodge-Jeep-Ram store.
    • The Dallas location functions as a themed playground where customers can test vehicles without on-site sales.
    • Every vehicle purchase must be completed via the company's online platform.
    • Carvana has purchased seven Stellantis-franchised dealerships since February 2025.

    Still unconfirmed:

    • Carvana is under contract to acquire Park Cities Chrysler Dodge Jeep Ram.
    • This strategy is forcing traditional dealers to rethink their business model.
    confidence 95%

  5. Carvana Expands Into New Vehicle Market With Test-Drive Centers

    Carvana is acquiring franchised new-car dealerships to create physical test-drive centers. These locations act as playgrounds for customers, though all actual vehicle sales remain online. The strategy focuses on Stellantis brands to expand the company's reach.

    What's confirmed:

    • Carvana has purchased seven new vehicle franchises that primarily sell Chrysler, Dodge, Jeep, and Ram brands.
    • The company is converting dealerships into test-drive centers.
    • Vehicle sales at these new Stellantis stores are conducted online rather than on-site.
    • Carvana is expanding its business model into new vehicles.

    Still unconfirmed:

    • The move is intended to mirror Amazon's business strategy.
    • This shift could reshape the U.S. automotive retail market.
    confidence 90%