Lexus might be the pacesetter in this cushy new world.

“In one of our stores in San Antonio, Tex., we have a free coffee bar with snacks, a manicurist and a masseuse,” said Kimberly Sherron, the dealer facilities manager and design leader at Lexus. “In Wichita, Kan., you can drop your vehicle off at the service department, get taken to the airport and then picked up when you come back. In the Tampa area, we have a store that features a manned barista bar, with free macchiatos, croissants and sandwiches.”

Ms. Sherron added, “They go above and beyond.”

That may be understatement, but this new twist on the waiting room is not just for luxury brands like Lexus. A range of dealerships have been adding amenities.

A Toyota dealer in Chesapeake, Va., has a play area for children, a movie theater, a hair salon and a shoeshine area. On Wednesdays, it provides free manicures.

It doesn’t stop there. Automakers are also supporting their brands with “experience centers” that are even more over the top.