Ford CEO Jim Farley is one of several auto representatives advocating for a fresh approach to car-selling – one that prioritizes novelty and innovation over “butts-in-seats.”

Why it matters

Though cars are more in demand than ever, days in the dealership aren’t: one study placed disapproval for the dealership experience at 87 percent. Rather than detract potential buyers with boilerplate test-drives, retailers should create premium experiences to set themselves apart from the crowd.

Takeaways

• In 2022, a new car needs to fill more than just olfactory delights and transportation needs. It has to fill emotional needs, make and...