For the first 100 years of the automobile, U.S. buyers picked up their new vehicles at franchised local dealerships. The dealership became a cornerstone of the American town. Then, startups such as Tesla pushed the corporate-owned showroom model. It offers lower costs but usually less accountability. Now Ford and Subaru are firing back with their own revamped dealership “experiences.”

Walking into a dealership and haggling for a car is something most folks dread. Meanwhile, plenty of shoppers wander into Apple stores just to browse and chat with friendly staff. Ford has realized its dealership environment doesn’t stack up and is revolutionizing the car-buying experience.

Ford and Subaru both rethink how a dealership should feel

The Blue Oval is investing money and energy into reinventing how customers buy its vehicles. It’s retraining dealership staff around the world. Instead of salespeople, they’ll serve as “brand ambassadors” tasked with curating a “hospitality first” experience. The old cubicles—where buyers were cornered to negotiate leases or financing—are out. Snacks, beverages, bright central seating areas, and “immersive brand experiences” are in.

What will these experiences look like? Ford hasn’t offered much detail beyond promising that customers can “see, touch, and learn about products, accessories, and technology.” Sounds like they’ll let you sit in that new Mustang.

Subaru is taking its own swing at the idea. It plans to remake select dealerships into Subaru Connection Hubs. These aren’t just sales spaces—they’re meant to be community hangouts that immerse loyalists in the brand’s lifestyle. Subaru hopes customer-focused lounges, digital configurators, and interactive product displays can draw in first-timers, too.

At the end of the day, dealerships remain a vital part of the industry. They’re small local businesses, answerable to their communities. They’re also accountable when it comes to recall work or handling issues with problematic vehicles. And for better or worse, they’re part of our culture. The car-buying experience could definitely use improvement, so here’s hoping Ford and Subaru’s rethinks deliver.