For most consumers buying a car is an important, some stessful but entertaining experience. It is something most of us don’t often do. Cars are, next to a house, one of the most expensive products we buy during our lifetime. In general the premises of car dealerships are tailored to the different functionalities a dealer has. For instance a workshop for maintenance and repair, a lot of space for holding stock and a showroom for displaying new and second hand cars. Some car brands have realized that giving consumers the best experience in buying a new car is not always achieved in a traditional (multi brand) dealership. That is why premium brands like Audi and BMW have opened exclusive retail locations for welcoming car buyers in luxury retail areas in London. Mercedes has a store in Milan. The Champs Elysees in France has an number of specialty car stores operated by brands themselves. Mass brand Opel has even created pop-up locations, for instance in Amsterdam, for displaying its hip Adam car in a urban and trendy environment.
The new kid on the block when it comes to premium cars, Tesla, has announced it will have a 250 sq m showroom and experience center in the PC Hooftstraat in Amsterdam in The Netherlands. With this they follow their US strategy of dealerships combined and separate experience centers in high street locations. In California for instance Tesla has a dealership in Menlo Park, which they call service center and a 30 kilometers down the road an Experience Center in the high fashion shopping area of Santana Row in San José. This location Tesla refers to as a store.
Below you find an overview in pictures of the Tesla store in Santana Row in San José. The photo’s might be a good prediction of what Tesla’s store in Amsterdam will look like. The store manager for Santana Row and Menlo Park is apparently moving to Amsterdam.