"Design is an operating system" - How Architecture Shapes Sales, Service, and Culture | Josh Keough, Gensler
About this episode
Exploring the intersection of architecture and customer experience, Josh Keough from Gensler discusses how dealership design impacts sales, service, and employee satisfaction. He emphasizes the importance of creating a welcoming environment that enhances both guest and employee experiences. Key insights include the significance of thoughtful layout, lighting, and furniture, as well as the evolving needs of dealerships in the age of electric vehicles. Keough shares practical tips for improving existing spaces without complete overhauls, highlighting the balance between aesthetics and functionality in automotive retail.
Do dealership buildings actually sell cars, or do they quietly kill the experience?
In this episode of The Dealer Playbook, we sit down with Josh Keough, Licensed Architect and Studio Director at Gensler, to unpack how dealership architecture, layout, and environment design directly impact sales efficiency, fixed ops performance, employee retention, and guest experience.
With more than 25 years of experience and 1,600+ sales and service locations designed worldwide, Josh shares how future-ready dealerships are being built to support:
Digital buying behavior
EV infrastructure and service realities
Faster yet more human customer journeys
Technician attraction and retention
Brand trust beyond logos and signage
This conversation challenges the idea that “buildings don’t sell cars” and reframes the dealership as a strategic tool, one that shapes behavior, emotion, workflow, and long-term profitability.
You’ll learn:
The difference between a customer experience vs. a guest experience
Why lighting, furniture, sound, and even smell influence buying decisions
How dealership layout impacts RO time, technician productivity, and retention
Why EV readiness is more about infrastructure and workflow than showrooms
Practical design upgrades dealers can make without tearing down their store
How to balance OEM brand standards with your dealership’s unique identity
Why great design must support people first, not just vehicles
If you’re thinking about your next renovation, EV transition, or how to stand out in a digital-first world, this episode will change how you view your building.
Who this episode is for:
Dealer Principals & Owners
General Managers & Fixed Ops Leaders
Automotive Architects & Designers
OEM Leadership Teams
Anyone responsible for dealership experience, culture, or long-term growth
Timestamps
0:00–2:37 Hook & why dealership design matters
2:37–5:10 Josh Keo’s background at Gensler & global automotive work
5:10–8:05 Customer experience vs. guest experience in dealerships
8:05–11:20 The three stakeholders every dealership building must serve
11:20–14:40 Why brand identity is more than logos & signage
14:40–18:10 Designing layouts to support different sales processes
18:10–21:30 Talent attraction, technician retention & back-of-house design
21:30–25:00 Fixed ops efficiency, RO time & service flow
25:00–28:40 EV infrastructure planning dealers can’t ignore
28:40–31:50 Why less inventory on the floor improves experience
31:50–35:10 Lighting, furniture, scent & subconscious buying signals
35:10–37:51 Faster vs. better experiences & final takeaways
EV infrastructure
"EV infrastructure. Is this something that's coming up often? I know that we've seen some dealerships that have charge stations and things of that nature, but what, what is maybe the bigger idea there that, that you would encourage people to be thinking about when it comes to EV?"
EV infrastructure is all the things needed to support electric cars, like charging stations where you can recharge the car's battery. It's important for making it easy for people to use electric vehicles.
EV infrastructure refers to the necessary systems and facilities that support electric vehicles, including charging stations and power supply networks. As electric vehicle adoption increases, the development of this infrastructure becomes crucial for ensuring convenience and accessibility for EV users.
charging stations
"I know that we've seen some dealerships that have charge stations and things of that nature, but what, what is maybe the bigger idea there that, that you would encourage people to be thinking about when it comes to EV?"
Charging stations are places where you can plug in and recharge an electric car's battery. Just like gas stations for regular cars, these are important for electric cars to keep them running.
Charging stations are designated locations where electric vehicles can recharge their batteries. They can vary in charging speed and are essential for the widespread adoption of electric vehicles, providing convenience for users.
220 plugs
"making sure that you've got access throughout the base for even just 220 plugs, just a plug in a test charger. If you're"
220 plugs are special electrical outlets that can charge electric cars faster than regular outlets. They are important for quickly recharging the car's battery.
220 plugs refer to electrical outlets that provide a higher voltage than standard 110-volt outlets, allowing for faster charging of electric vehicles. These plugs are often used in home charging setups and commercial charging stations.
EV
"...the worst thing I can ever see is when you go into a shop and they haven't, you know, that wasn't built with EV in mind..."
An EV, or electric vehicle, is a car that runs on electricity instead of gasoline. It uses batteries to power an electric motor, making it different from regular cars that use fuel.
EV stands for electric vehicle, which is a type of vehicle that is powered entirely or partially by electricity. Unlike traditional vehicles that rely on gasoline or diesel, EVs use electric motors and batteries for propulsion.
battery storage
"...And then another one is battery storage and just thinking about that."
Battery storage is how we keep energy in batteries so it can be used later. For electric cars, it's important to store the battery correctly to keep it working well.
Battery storage refers to the systems and methods used to store energy in batteries for later use. In the context of electric vehicles, proper battery storage is crucial for maintaining battery health and performance.
Carvana
"...we know hype, anything hype gets all of the attention. The Carvana is like, oh, Carvana just bought a store..."
Carvana is a company that sells used cars online. You can buy a car from them without going to a traditional dealership, and they even have machines that look like vending machines where you can pick up your car.
Carvana is an online used car retailer that allows customers to buy, sell, or trade vehicles through a digital platform. They have gained attention for their unique car vending machines and home delivery services.
digital retailers
"...another CDJR store and this and that and look at all of these digital retailers..."
Digital retailers are companies that sell cars online instead of in physical stores. They make it easier for people to shop for cars from home.
Digital retailers in the automotive space refer to online platforms that facilitate the buying and selling of vehicles, often streamlining the process compared to traditional dealerships. This trend is growing as consumers increasingly prefer online shopping experiences.
test drive
"...people wanting to come in and kick tires and test drive and whatnot..."
A test drive is when you get to drive a car before you decide to buy it. It's a way to see if you like how the car feels and performs.
A test drive is an opportunity for potential car buyers to drive a vehicle before making a purchase decision. It allows them to assess the car's performance, comfort, and features firsthand.
tire kicking
"...people wanting to come in and kick tires and test drive and whatnot..."
Tire kicking means looking at cars and checking them out without really planning to buy one right away. It's like window shopping for cars.
Tire kicking is a colloquial term used to describe the act of browsing or inspecting vehicles without the intention of making an immediate purchase. It often involves physically checking the car's condition and features.
negotiation
"...maybe negotiate or whatever it might be and the investment in a beautiful space and workflow..."
Negotiation is when you talk to the seller to try to agree on a price for the car. You might try to get a better deal than what they first offer.
Negotiation in the car buying process refers to the discussions between the buyer and seller to agree on a price for the vehicle. This can involve haggling over the price, trade-in values, and financing terms.
Lucid Gravity
"...ou can create your own mix. And they had two zero gravity like those high end massage chairs that you like..."
The Lucid Gravity is a new electric SUV that focuses on luxury and comfort. It's designed to be very high-tech and has special seats that can make you feel like you're floating, similar to some fancy massage chairs. This car is part of a trend where companies are making electric cars that are not just good for the environment but also really nice to ride in.
The Lucid Gravity is an upcoming luxury electric SUV from Lucid Motors, known for its high-performance capabilities and advanced technology. It aims to compete with other premium electric vehicles by offering spacious interiors, cutting-edge features, and impressive range. The mention of 'zero gravity' likely refers to its innovative seating design that enhances comfort during long drives.
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