{"version":"1.0.0","episode":{"title":"\"Design is an operating system\" - How Architecture Shapes Sales, Service, and Culture | Josh Keough, Gensler","url":"http://getcarcurious.com/episodes/design-is-an-operating-system-how-architecture-shapes-sales-service-and-culture-josh-keough-gensler","audioUrl":"https://anchor.fm/s/1094c7cb4/podcast/play/113552818/https%3A%2F%2Fd3ctxlq1ktw2nl.cloudfront.net%2Fstaging%2F2026-0-6%2F415554233-44100-2-6fa99d8c8c6f5.mp3","description":"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 behaviorEV infrastructure and service realitiesFaster yet more human customer journeysTechnician attraction and retentionBrand trust beyond logos and signageThis 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 experienceWhy lighting, furniture, sound, and even smell influence buying decisionsHow dealership layout impacts RO time, technician productivity, and retentionWhy EV readiness is more about infrastructure and workflow than showroomsPractical design upgrades dealers can make without tearing down their storeHow to balance OEM brand standards with your dealership’s unique identityWhy great design must support people first, not just vehiclesIf 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 & OwnersGeneral Managers & Fixed Ops LeadersAutomotive Architects & DesignersOEM Leadership TeamsAnyone responsible for dealership experience, culture, or long-term growthTimestamps0:00–2:37 Hook & why dealership design matters2:37–5:10 Josh Keo’s background at Gensler & global automotive work5:10–8:05 Customer experience vs. guest experience in dealerships8:05–11:20 The three stakeholders every dealership building must serve11:20–14:40 Why brand identity is more than logos & signage14:40–18:10 Designing layouts to support different sales processes18:10–21:30 Talent attraction, technician retention & back-of-house design21:30–25:00 Fixed ops efficiency, RO time & service flow25:00–28:40 EV infrastructure planning dealers can’t ignore28:40–31:50 Why less inventory on the floor improves experience31:50–35:10 Lighting, furniture, scent & subconscious buying signals35:10–37:51 Faster vs. better experiences & final takeaways\n"},"annotations":[{"startTime":777.8,"endTime":783.6,"type":"concept","title":"EV infrastructure","url":"/glossary/ev-infrastructure","quote":"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?","canonicalId":"concept:ev-infrastructure","priority":0.9,"confidence":0.9,"source":"hybrid-fuzzy+gpt-4o-mini","data":{"explanation":"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.","simplifiedExplanation":"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."}},{"startTime":783.6,"endTime":788.8,"type":"term","title":"charging stations","url":"/glossary/charging-stations","quote":"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?","canonicalId":"term:charging-stations","priority":0.5,"confidence":0.9,"source":"hybrid-fuzzy+gpt-4o-mini","data":{"explanation":"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.","simplifiedExplanation":"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."}},{"startTime":811.1,"endTime":814.8,"type":"term","title":"220 plugs","url":"/glossary/220-plugs","quote":"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","canonicalId":"term:220-plugs","priority":0.5,"confidence":0.85,"source":"hybrid-fuzzy+gpt-4o-mini","data":{"explanation":"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.","simplifiedExplanation":"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."}},{"startTime":834.2,"endTime":837.7,"type":"term","title":"EV","url":"/glossary/ev","quote":"...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...","canonicalId":"term:ev","priority":0.5,"confidence":0.9,"source":"hybrid-fuzzy+gpt-4o-mini","data":{"explanation":"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.","simplifiedExplanation":"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."}},{"startTime":874.2,"endTime":878.4,"type":"term","title":"battery storage","url":"/glossary/battery-storage","quote":"...And then another one is battery storage and just thinking about that.","canonicalId":"term:battery-storage","priority":0.5,"confidence":0.85,"source":"hybrid-fuzzy+gpt-4o-mini","data":{"explanation":"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.","simplifiedExplanation":"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."}},{"startTime":1968.9,"endTime":1974.9,"type":"company","title":"Carvana","url":"/glossary/carvana","quote":"...we know hype, anything hype gets all of the attention. The Carvana is like, oh, Carvana just bought a store...","canonicalId":"company:carvana","priority":0.5,"confidence":0.9,"source":"hybrid-fuzzy+gpt-4o-mini","data":{"explanation":"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.","simplifiedExplanation":"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."}},{"startTime":1974.9,"endTime":1980.0,"type":"concept","title":"digital retailers","url":"/glossary/digital-retailers","quote":"...another CDJR store and this and that and look at all of these digital retailers...","canonicalId":"concept:digital-retailers","priority":0.5,"confidence":0.85,"source":"hybrid-fuzzy+gpt-4o-mini","data":{"explanation":"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.","simplifiedExplanation":"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."}},{"startTime":1980.0,"endTime":1986.1,"type":"term","title":"test drive","url":"/glossary/test-drive","quote":"...people wanting to come in and kick tires and test drive and whatnot...","canonicalId":"term:test-drive","priority":0.5,"confidence":0.9,"source":"hybrid-fuzzy+gpt-4o-mini","data":{"explanation":"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.","simplifiedExplanation":"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."}},{"startTime":1986.1,"endTime":1995.3,"type":"term","title":"tire kicking","url":"/glossary/tire-kicking","quote":"...people wanting to come in and kick tires and test drive and whatnot...","canonicalId":"term:tire-kicking","priority":0.5,"confidence":0.9,"source":"hybrid-fuzzy+gpt-4o-mini","data":{"explanation":"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.","simplifiedExplanation":"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."}},{"startTime":2001.9,"endTime":2006.9,"type":"term","title":"negotiation","url":"/glossary/negotiation","quote":"...maybe negotiate or whatever it might be and the investment in a beautiful space and workflow...","canonicalId":"term:negotiation","priority":0.5,"confidence":0.85,"source":"hybrid-fuzzy+gpt-4o-mini","data":{"explanation":"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.","simplifiedExplanation":"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."}},{"startTime":2112.52,"endTime":2120.28,"type":"car","title":"Lucid Gravity","url":"/cars/lucid/gravity","image":"https://upload.wikimedia.org/wikipedia/commons/a/a1/Lucid%2C_GIMS_2024%2C_Le_Grand-Saconnex_%28GIMS0076-3%29.jpg","quote":"...ou can create your own mix. And they had two zero gravity  like those high end massage chairs that you like...","canonicalId":"car:lucid:gravity","priority":0.5,"source":"hybrid-fuzzy+gpt-4o-mini","data":{"explanation":"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.","simplifiedExplanation":"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.","imageAttribution":"Matti Blume (CC BY-SA)"}}],"speakers":[{"id":"s1","name":"Michael Cirillo","role":"host"}],"transcripts":[{"url":"http://getcarcurious.com/episodes/design-is-an-operating-system-how-architecture-shapes-sales-service-and-culture-josh-keough-gensler/transcript.vtt","type":"text/vtt"}]}