“We all sell the same cars,” Ms. Watson said. “How do we create a experience that our customers will enjoy?”

Clearly, free coffee and doughnuts, car washes and loaner cars weren’t going to be enough. So a few years ago, the 38-year-olds — fourth-generation car dealers — decided to come up with some distinctive amenities for their Frank Kent Honda, Hyundai and Cadillac stores here.

Ms. Watson and Mr. Churchill created a committee of younger employees, which met for about three months to develop a strategy.

Now, customers can dine, look at original art, shop for wine and exercise their dogs without leaving the dealerships. Or, if they prefer to drop off their cars for service in central Fort Worth, they can do so at a wine bar, Kent & Co. Wines, in an upscale part of town. While their vehicles are taken to a dealership’s service department, the owners can pass the time sipping wine, seasonable beers or mocktails or eating healthy snacks — there’s even a hummus bar.

Situated in a onetime typewriter repair shop with an industrial-chic brick-and-stainless-steel decor, Kent & Co. Wines features a changing display of cars, vintage and new. Wines range from $17 a bottle to $4,500 for a 1961 Château Haut-Brion.

Over at the Frank Kent Honda dealership, a cafe serves HeartBrand 100 percent all-natural beef.

“A lot of places, they only have cookies and doughnuts,” said Mr. Churchill, who added that he and his sister wanted to offer customers and employees better, more healthy, choices. “It’s a long-term investment,” he said.

The Frank Kent dealerships, which are clustered along a service road off Interstate 820, also feature a community dog park. The Cadillac store displays paintings by local artists, and it includes a wine store tucked into the middle of the dealership. Although the shop is only about 280 square feet, bookstore-style ladders allow access to the upper reaches of the high racks.

When a service adviser has to give a customer bad news about repairs on a vehicle, it’s not uncommon for the customer to receive a nice bottle of wine, said Brad Kimura, who was hired to coordinate wine purchases.

There’s also an events coordinator, Natashia Vazquez. Monthly wine-tasting dinners that take place in the dealership, featuring local chefs, are consistently sold out, Ms. Watson said. The twins have also partnered with two California vintners to produce their own wine, with names like Piston Cabernet.

Lest the dealerships be seen as encouraging drinking and driving, the wine bar developed a mocktail menu that includes hand-squeezed juices and root beer floats for children.

Other dealerships around the country, particularly those striving for a luxury experience, are also adding amenities. Representatives from several have flown to Texas to talk to Ms. Watson and Mr. Churchill.

In El Monte, Calif., Longo Toyota provides free vehicle storage for customers leaving on a trip, with complementary rides to John Wayne Airport.

Island Lincoln Mercury Land Rover and Jaguar on Merritt Island, Fla., has a fitness club on the premises and a coffee bar called Carbucks. Customers can eat free snacks at the Tiki Grill restaurant inside the dealership.

Need a massage? You can get one while you wait in the Ultra Lounge of Hoffman Audi in East Hartford, Conn. The dealership also offers complimentary breakfast sandwiches from 7 to 11 a.m. to customers who have checked their cars in for service.

Article