Carvana is launching a 'car playground' where customers can schedule test drives via phone, according to Rebecca Lindland, Managing Director of Automotive at Allison Worldwide. The company spent about $171 million buying a variety of Stellantis dealerships, which have been turned into a hybrid do-it-yourself environment for test driving a type of vehicle, though not necessarily the exact one a customer will purchase. Lindland described the experience as a self-guided tour, similar to the Restoration Hardware model, aimed at making car shopping more fun and avoiding traditional cubicle negotiations. She noted that research from Harris X shows consumers still value the real-life experience of visiting a dealership and test driving, making Carvana's approach an effective hybrid where the transaction is completed online, akin to Tesla or Rivian environments.
Carvana CoCarvana's new self-guided test drive model aims to attract more customers by making car shopping fun, potentially boosting demand for its service.
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