What happens when a dealer group bets big on hospitality, culture, and process, instead of pressure, price, and tradition?
Today, multi-store operator JB Burnett joins me to unpack the launch of his brand new Ford Signature 2.0 store, the first of its kind in the world, and why the guest experience is now his most powerful competitive advantage.
We dive into how he moved an entire dealership eight miles in four days, opened to record-setting sales weeks, and rebuilt the buying journey around hospitality, not haggling. JB also shares his response plan to recession chatter, how he keeps teams aligned under heavy pressure, and why he believes contagious optimism is a non-negotiable leadership skill.
If you’re a dealer principal, GM, GSM, or fixed ops leader looking for a real-world blueprint on culture, execution, and modern retailing, this episode is required listening.
In This Episode You’ll Learn:
- What a Ford Signature 2.0 store actually is and why the experience is radically different
- How JB’s team moved 300 units + full service + parts in less than a week
- Why hospitality-first retail is out-performing traditional sales tactics
- The subtle vocabulary shifts (“guest,” not “customer”… “reservations,” not “appointments”) that change everything
- How JB builds buy-in for elevated dress codes & elevated expectations
- Why international markets are beating the U.S. on dealership hospitality—and what we can learn
- JB’s mindset framework for leading calmly through chaos
Timestamps
00:00 Intro
02:10 Inside the world’s first Ford Signature 2.0 store
07:45 Moving 300 units + full operations in four days
11:12 The mindset required to lead through chaos
18:55 Hospitality vs. legacy retailing: why the guest experience wins
24:20 Why other countries are beating the U.S. in dealership decorum
29:02 Dress code, culture, and team buy-in
36:15 Preparing for a potential recession
42:40 Contagious optimism vs. toxic positivity
45:05 JB’s framework for hard conversations
49:15 How to connect with JB
Who This Episode Is For
Dealer Principals, General Managers & GSMs, Fixed Ops Leaders, and Retail Auto Operators
Anyone responsible for culture, customer experience, or profitability in automotive.
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