By Kelsey Mays on July 12, 2012
Tesla just opened its 12th dealership, but it's closer to foot traffic than, well, car traffic. The Detroit News reports the electric-car maker's latest store opened at the Third Street Promenade, an outdoor mall in Santa Monica, Calif. The automaker, which just began production of the $57,400 Model S, is "deliberately trying to engage with people when they are not thinking about buying a car," officials said. Tesla will build just 5,000 of the Model S through the end of the year, and all have been spoken for. Next year, the automaker says it will build 20,000. Factory-owned retail stores, as opposed to independently franchised dealerships, allow for better control of the customer experience, one analyst told the Detroit News.
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Senior Consumer Affairs Editor Kelsey Mays likes quality, reliability, safety and practicality. But he also likes a fair price. Email Kelsey