For decades, auto dealerships were primarily focused on one thing: sales. Customers would walk the lot, meet with a salesperson, and finalize a deal in the office. But as today’s vehicles grow more advanced, customers want more than a sales pitch. Dealerships are responding by transforming into brand experience hubs—reimagining their spaces to emphasize service, education, and immersive brand experiences.
This shift is changing what dealerships look like, how they function, and the role they play in a customer’s long-term loyalty. Crain Construction has had a front-row seat to this evolution, partnering with leading automotive brands to build and renovate their dealerships. Two standout examples, the Prancing Horse Ferrari dealership in Nashville and the Lexus of Cool Springs renovation, show how today’s facilities immerse customers in a brand’s identity.
Today’s dealerships must serve as:
- Educational Centers where customers can learn about new technologies, from hybrid systems to infotainment platforms.
- Service Hubs that provide convenience and ongoing care, reinforcing trust long after the sale.
- Brand Showcases where architecture, finishes, and design details reflect the identity and values of the automaker.
This is where design and construction play a crucial role. The physical space is no longer just a showroom; it’s a reflection of the brand itself. At Crain, we understand that dealerships must embody the story and standards of the brand they represent.
Ferrari: A Dealership That Doubles as a Destination
On projects like Ferrari’s Nashville dealership, our early involvement in the design phase allowed us to align every detail with Ferrari’s global brand image. At the same time, we kept the customer journey front and center, ensuring the space functioned seamlessly as both a service hub and an experience center. By solving supply chain challenges and coordinating with brand architects, our role was to connect vision and function so the finished facility is as practical as it is iconic.
The 43,000+ square-foot facility includes dramatic design elements like a glass showroom floor and bold red glass walls. A lounge and event center invites customers to engage with the brand in new ways. Imported finishes from Europe and custom details reinforce Ferrari’s identity, transforming the dealership into a destination for both buyers and enthusiasts.
Lexus: Elevating the Customer Journey
Crain’s relationship with Performance Automotive spans more than 30 years, including the original build of Lexus of Cool Springs in 1997. We drew on that long history during the dealership’s recent renovation, when Performance Automotive relied on us to modernize the space while keeping the service center open and safe for customers and employees.
Working alongside several of the same subcontractors from the original build, Crain delivered upgrades that enhance every part of the dealership, including:
- A new car delivery area designed to make purchase moments memorable
- A new Lexus Technology Center to educate customers on innovative and advanced features available on each vehicle
- An upgraded lounge designed for greater comfort during service visits
- A modernized exterior with floor-to-ceiling glass and updated cladding
Each change reflects a growing industry priority: creating facilities that foster trust, convenience, and connection long after the initial sale.
What Dealerships Are Asking
When dealership principals begin discussing renovations or new builds, their concerns go beyond budgets and square footage. The following are some of the biggest concerns and most frequently asked questions we hear from our automotive clients:
Brand Compliance and Image Standards
“How strict will the manufacturer be in enforcing the new design standards? Are there opportunities to customize while still meeting brand guidelines?”
Dealership principals worry about balancing the cost of high-end finishes, signage, and
architectural details with the realities of their market. Crain is often asked to interpret Original Equipment Manufacturer (OEM) standards, clarify where flexibility exists, and help prioritize what elements deliver the most impact for the investment.
Disruption to Daily Operations
“How do we keep business running while you renovate the core of our facility?”
Concerns include losing service bays, redirecting customer traffic, or creating a negative first impression while construction is active. Crain creates phasing plans that minimize downtime, maintain service capacity, and ensure sales staff can still deliver a premium experience.
Timeline and Speed to Market
“How long will this take, and can we meet the manufacturer’s deadline?”
Falling behind schedule can mean losing ground to competitors. That’s why Crain’s preconstruction planning and prefabrication strategies are designed to deliver realistic schedules and shortened timelines, allowing our clients to reopen more quickly.
Customer Experience During Construction
“How will customers perceive our dealership while construction is underway?”
Dealerships want assurances that customer pathways will remain clear, noise and dust will be managed, and brand presentation won’t be compromised. Crain often coordinates temporary signage, customer routing, and even creates temporary facilities to maintain a luxury feel for shoppers, even in the midst of major construction.
What to Consider Before Renovating
For dealerships considering a renovation, there are several important factors to consider before getting started, including:
Brand and Customer Experience
Facilities today are less about closing a transaction and more about creating an
immersive brand environment. Dealerships should evaluate how their showroom, lounges, and delivery areas reflect the emotional side of the buying experience.
Operational Efficiency
Service drives, parts storage, and back-of-house areas should flow seamlessly to maximize technician productivity and customer convenience. Thinking through these areas early prevents costly changes later.
Long-Term Flexibility
Building systems and floor plans should be adaptable to future changes in EV infrastructure, technology integrations, or brand design updates. A renovation is a long-term investment, and designing for flexibility helps protect it.
Building for the Future
At Crain Construction, we’re proud to help auto dealerships navigate this industry transformation by building facilities that meet today’s expectations and can expand for the future. If your dealership is planning a renovation or new construction, let’s discuss how our team can bring your vision to life.
