Tesla Swings At Direct-Sale Bans As Bigger Fight Awaits
Try to buy a Tesla in some states, and you may find yourself having to shop online. Texas and Arizona are among those that have banned direct sales of the electric vehicles. New Jersey may be next. Tesla intends to fight a ruling in the state that says it has to close its stores there by April 15.
These individual disputes could turn into bigger battles, as Tesla works on making cheaper, more mainstream models.
The question isn't really about the cars themselves. It's about how they're sold: directly to consumers.
In Tesla's Manhattan store, there aren't signs advertising "0 percent down." No garlands of triangular flags. There's not even a car lot.
The neighborhood, Chelsea, is expensive and known for its art galleries and fancy stores. If you didn't notice that the glass front says, "Electric Cars for Sale," you could easily mistake it for just another gallery or shop.
At the back of the store, Paul Stamm is helping a couple choose options for a new car. He's not a dealer. He's a senior ownership adviser. Bradley Spieler and Natasha Woehrli are standing across from him at a tall, sleek wooden table, contemplating choices like fog lights and shock systems.
This is really the essence of the Tesla customer experience: more Apple store than your father's Oldsmobile dealer.
The Sale
Diarmuid O'Connell, Tesla's vice president of business development, says the company has to sell cars in a different way.
"The typical experience with customers is to spend 2 to 3 hours with them over the course of several visits in order to help them understand the technology in general, the background of the company, and the merits of the vehicle specifically," he says.
Parallels
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