Carvana’s latest strategy: New cars on a playground

It sounds like any kidult’s dream: This week, Carvana unveiled its first “new-car playground,” a salespersonless pseudo-dealership in Dallas where it’ll test out a more relaxed method of car-selling than the auto industry is used to. True to Carvana’s roots, all purchases still have to happen online.There are no monkey bars, just themed outdoor areas for each car brand. Jeeps perch on off-road displays, Dodges have fake racetracks, and Chrysler minivans guard a soccer net. One of the biggest differences from traditional car-buying, though, is that nobody is supposed to follow you around:Customers can scan QR codes to get information about cars and request test drives.Staff is there to answer questions, but they’re not salespeople—they earn hourly wages and no commission.This model could be a win-win. Most customers prefer a blend of online and in-person interactions for car-buying, according to recent Cox Automotive data. And for Carvana, payroll at playground locations could be far below typical dealerships, an industry expert told the Wall Street Journal.Carvana is making inroads. After building its business on used-car sales, the company has purchased seven Stellantis-franchised dealerships since February 2025—one of which became Stellantis’s top-selling US location. More new-vehicle sales will also help Carvana’s loan business, which accounts for most of its profits.—ML