Imagine a future where car dealerships place you, the customer, in control.

Where sales targets slip down the priority list and are overtaken by experience, satisfaction and honesty. Sounds like the stuff of pure fantasy, right?

“We think we can turn the industry on its head with this plan,” explains Rockar boss and founder Simon Dixon. “Rockar doesn’t chase sales targets; we believe customers will buy from us if they enjoy the experience.”

Rockar has stores in the south of England with Hyundai. The stores bear more resemblance to Apple stores than car dealerships, with two or three car models on display and a selection of touchscreen computers connected to Rockar’s website. Dixon is confident this set-up previews the future of dealerships.

“The current system is outdated,” he explains. “For example, 75% of women feel intimated in [conventional] car dealerships. Who would build a business model where this number is considered the norm?”

Conversely, 70% of Rockar’s employees are women, and a large proportion work part-time. “Employing women was not a target,” Dixon adds. “We just want people with great personalities and a great retention of knowledge. It just so happens nearly three-quarters of ours are female.”