A selective and practical bromine–metal exchange process under non-cryogenic conditions was developed by a simple modification of an existing protocol. By directly adding an alkyl lithium RLi reagent to a solution of a bromoaryl substrate ArBr and an alkylmagnesium reagent RMgX, a lithium triarylmagnesiate Ar3MgLi complex formed that allowed for various types of functionalization and more elaborate cross-coupling reactions. The simplicity and ...