Asbury, of Duluth, Ga., ranks No. 7 on the Automotive News list of the top 125 dealership groups based in the United States, as ranked by new retail unit sales. It ranks No. 8 in used-vehicle retail sales.
The first Q auto store opened in June in Brandon, Fla. A second store opened Sept. 26 in Jackson-ville, Fla.
Coffey said Q auto expects to expand its technology to give customers the option to complete a sale on an iPad at the dealership by year end and on their own electronic device in the first quarter of 2015.
That would include learning about and buying F&I products and applying for credit with a financial institution.
Consumers who accept a lender's terms would be able to pull up finance documents, sign them on the iPad and email copies of the documents back to the lender and to themselves.
"That's where we're trying to get to with our technology," Coffey said. "At this point, we're almost 70 percent of the way there. We expect by the end of the year to be 100 percent integrated where a customer can take the iPad and take themselves all the way through a car deal."
Coffey said the Fort Myers store will be Asbury's last new outlet this year, but others will follow. He said the company "feels comfortable" in the South and Southeast, but it has not ruled out stores in other markets.
Asbury is investing $22 million in Q auto in 2014. That includes an anticipated $7 million in the fourth quarter largely to open the Fort Myers store.
"This is the beginning," COO Michael Kearney said. "We want to make sure we're doing it right."
There is no timetable for the rollout of stores beyond Fort Myers, Kearney said. While he didn't comment specifically on additional locations, he acknowledged that the retailer has earmarked two pieces of real estate it owns for possible use as future Q auto stores.
Though Coffey says the stores are not patterned after CarMax Inc. stores, Q auto stores have some similarities with the used-vehicle retail giant.
Q auto, like CarMax, touts a broad selection of vehicles at no-haggle prices in a low-pressure sales setting. Also like CarMax, Q auto stores will vary in size depending on the property and the market.
Small Q auto stores will stock at least 150 vehicles, medium-sized stores will stock at least 200 and large stores more than 300. The two open stores are medium-sized, as will be the store that opens next month, Coffey said.
Prices are not marked on vehicles. Instead, consumers can scan a quick response -- or QR -- code on a vehicle with their electronic device to get the vehicle's features and price. Prices are monitored and changed often based on market conditions, Coffey said, "but we'll always be below the market price."
Q auto vehicles undergo inspection and come with a Carfax vehicle history report and a promise to fix the first ding or dent the car receives at no charge. They also come with a five-day, unlimited mileage return policy, Coffey said.
Each Q auto store offers a full service department that performs nonwarranty repairs. Vehicles still covered by factory warranties are taken to a nearby Asbury dealership that sells that brand.
Amy Wilson contributed to this report.