Tesla plans to debut its first integrated retail location at Chadstone Shopping Center in Melbourne in October. The Model S, the forthcoming Model X and Tesla-branded merchandise will be on display at Tesla’s first store in an Aussie shopping center.
First in an Australian shopping center
By now, Tesla already owns service centers and stores in Richmond and Lower North Shore Sydney and has a flagship store in Sydney’s Martin Place. The Martin Place store in Sydney is very much a flagship retail location for the brand, whereas the existing Artarmon and Richmond stores are more similar to a conventional car dealer on the street.
On Monday, the EV firm revealed that it will be introducing its first store inside a shopping center in Australia in the busy Chadstone Shopping Centre. Tesla’s “Design Studios” are meant for buyers to customize the design of their cars. There are stylistic layouts to blend and match to closely observe how the distinctive colors and materials for interiors will look like with the outer paint options. Furthermore, a Model S test drive can be organized.
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The Tesla store in Chadstone will open in October with space for two vehicles and will incorporate the new-to-Australia Model X alongside the Model S.
Tesla expanding Destination, Supercharger network
According to Tesla, the Destination Charging network is now mainstream in Chadstone. A “destination charger” will remain at Chadstone, where Tesla has long had an in-center display. Now a retail store solidifies its commitment to the area.
Tesla is also extending its Australian Supercharger network and a few months ago opened a charging station in Port Macquarie. This year it plans to connect Sydney to Brisbane. The company has already scored a license to develop a Supercharger area in Ewingsdale with six charging stalls.
As in the U.S., Tesla’s direct sales model is a shake-up for traditional car dealers in Australia too, permitting potential buyers to pop into a store, design and order any car in the Design Studio or simply experience the car and then order it online on their own. Going forward when the Model 3 hits Australian streets in 2018, it would also be placed in the store.
Previously, during the announcement of its previous store at Martin Place, the company made it clear that all stores are self-owned and self-operated, “meaning that any customer visiting the new store will be dealing directly with a Tesla staff member.”