Three years ago, JB Burnett stood up in a Ford meeting and said the sentence most dealership leaders may think, but don’t usually say.
❝ I wouldn't buy a car from me. ❝
That's not a confession about his own selling ability. It's an indictment of the process itself, sitting in a dealership for three or four hours, dickering back and forth, being steered toward a desk and a script. Burnett didn't set out to improve that process. He set out to remove the thing making it unbearable in the first place: control sitting entirely with the dealership instead of the customer.
🎙️ Want the full conversation?
Listen to JB Burnett's full conversation on ASOTU Unscripted, recorded live at ASOTU CON 2026, for the complete story and every detail we didn't have room for here.
No Desks, No Computers, No Battle
Burnett's Ford Signature 2.0 store, one of the first of its kind in the world, has no traditional sales desks, no rows of computers, no closed offices. It looks more like an Apple Store crossed with a hospitality lounge than a dealership.
