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Tesla will launch pop up showroom inside Australia’s largest retailer
Companies that want to disrupt customer expectations are now turning to Tesla to create positive brand association and appeal.
Peek into the Myer department store in Melbourne’s Central Business District (CBD) this Friday and you’ll see a mini Tesla showroom with Model X set as the centerpiece. The Australian department store chain, with its familiar merchandise lines of designer clothing, cosmetics, homewares, toys, food, travel goods, and the like, will launch Tesla’s pilot store on the sixth floor. It’s all part of the retailer’s drive to integrate new and innovative brands into Myer merchandise selections. Brand association with Tesla is part of the company’s “New Myer” marketing strategy.
The images and symbols that come to mind when thinking about the Tesla brand have related, perceived qualities that translate to the known Myer name. That kind of acquaintance and differentiation just isn’t replicable from within the Myer line of products or even outside Myer to another carmaker. And it may help the retailer to reinvent itself and attract back customers who have not visited a Myer store for some time.
Myer will host a launch event scheduled for tomorrow evening where models will arrive in the underground car park of Melbourne University in Tesla Model X vehicles. The launch will also be broadcast live on Periscope, allowing people at home to have a 360-degree view of the showcase.
Tesla has special implicit and explicit meanings to which a consumer relates. At least that’s the conceptual framework that Mike Scott, head of Myer brand and marketing, has in mind. Scott joined the company in June 2016 after jobs with Virgin Australia, Nike, and McDonald’s. Scott said he is confident that the open-ended deal between Myer and Tesla will succeed. “We want to disrupt;, we want to innovate. We need to act like a contemporary brand.” The Tesla brand will offer that allure. Myer has introduced 850 or so new brands in the past 18 months, but none have quite the panache of Tesla.
Scott acknowledged that a “magnetic brand” like Tesla offers Myer a kind of halo effect, a mirror reflection, from customers who recognize and respect the Tesla product class. Through working with a disruptor like Tesla, Myer will be able to offer visitors a “what they want, when they want it” customer experience, added Myer chief executive Richard Umbers.
Tesla, too, will benefit from having access to a customer base that may not ordinarily visit a Tesla showroom. And although this is Tesla’s first official entrance into the Australian department store world, it isn’t the company’s first partnership with a large retail chain. Last June, the Silicon Valley electric carmaker announced a partnership with Nordstrom that allowed interested parties to test drive vehicles and speak with Tesla employees, directly from a showroom gallery set up within the company’s upscale retail store.
Brand association trend is all part of competing on a global stage, according to Scott. “Technology has shortened the supply chain, so we’re competing with the biggest and best.”
According to a report from the Sydney Morning Herald, the deal between Myer and Tesla is set as “open-ended”. We’ve reached out to Tesla for confirmation on the relationship, and will report back with updates.
Updated: A Tesla spokesperson has confirmed with Teslarati that plans for a retail pop up store in Myer is underway.
Elon Musk
xAI’s Grok approved for Pentagon classified systems: report
Under the agreement, Grok can be deployed in systems handling classified intelligence analysis, weapons development, and battlefield operations.
Elon Musk’s xAI has signed an agreement with the United States Department of Defense (DoD) to allow Grok to be used in classified military systems.
Previously, Anthropic’s Claude had been the only AI system approved for the most sensitive military work, but a dispute over usage safeguards has reportedly prompted the Pentagon to broaden its options, as noted in a report from Axios.
Under the agreement, Grok can be deployed in systems handling classified intelligence analysis, weapons development, and battlefield operations.
The publication reported that xAI agreed to the Pentagon’s requirement that its technology be usable for “all lawful purposes,” a standard Anthropic has reportedly resisted due to alleged ethical restrictions tied to mass surveillance and autonomous weapons use.
Defense Secretary Pete Hegseth is scheduled to meet with Anthropic CEO Dario Amodei in what sources expect to be a tense meeting, with the publication hinting that the Pentagon could designate Anthropic a “supply chain risk” if the company does not lift its safeguards.
Axios stated that replacing Claude fully might be technically challenging even if xAI or other alternative AI systems take its place. That being said, other AI systems are already in use by the DoD.
Grok already operates in the Pentagon’s unclassified systems alongside Google’s Gemini and OpenAI’s ChatGPT. Google is reportedly close to an agreement that will result in Gemini being used for classified use, while OpenAI’s progress toward classified deployment is described as slower but still feasible.
The publication noted that the Pentagon continues talks with several AI companies as it prepares for potential changes in classified AI sourcing.
Elon Musk
Elon Musk denies Starlink’s price cuts are due to Amazon Kuiper
“This has nothing to do with Kuiper, we’re just trying to make Starlink more affordable to a broader audience,” Musk wrote in a post on X.
Elon Musk has pushed back on claims that Starlink’s recent price reductions are tied to Amazon’s Kuiper project.
In a post on X, Musk responded directly to a report suggesting that Starlink was cutting prices and offering free hardware to partners ahead of a planned IPO and increased competition from Kuiper.
“This has nothing to do with Kuiper, we’re just trying to make Starlink more affordable to a broader audience,” Musk wrote in a post on X. “The lower the cost, the more Starlink can be used by people who don’t have much money, especially in the developing world.”
The speculation originated from a post summarizing a report from The Information, which ran with the headline “SpaceX’s Starlink Makes Land Grab as Amazon Threat Looms.” The report stated that SpaceX is aggressively cutting prices and giving free hardware to distribution partners, which was interpreted as a reaction to Amazon’s Kuiper’s upcoming rollout and possible IPO.
In a way, Musk’s comments could be quite accurate considering Starlink’s current scale. The constellation currently has more than 9,700 satellites in operation today, making it by far the largest satellite broadband network in operation. It has also managed to grow its user base to 10 million active customers across more than 150 countries worldwide.
Amazon’s Kuiper, by comparison, has launched approximately 211 satellites to date, as per data from SatelliteMap.Space, some of which were launched by SpaceX’s Falcon 9 rocket. Starlink surpassed that number in early January 2020, during the early buildout of its first-generation network.
Lower pricing also aligns with Starlink’s broader expansion strategy. SpaceX continues to deploy satellites at a rapid pace using Falcon 9, and future launches aboard Starship are expected to significantly accelerate the constellation’s growth. A larger network improves capacity and global coverage, which can support a broader customer base.
In that context, price reductions can be viewed as a way to match expanding supply with growing demand. Musk’s companies have historically used aggressive pricing strategies to drive adoption at scale, particularly when vertical integration allows costs to decline over time.
News
Tesla Giga Berlin makes a statement of solidarity amid IG Metall conflict
The display comes as tensions between Tesla and IG Metall continue to escalate.
Tesla Giga Berlin is sending a strong message of solidarity amid its ongoing legal dispute with German union IG Metall.
In a post on social media platform X, Giga Berlin plant manager André Thierig shared an image of the facility’s lobby covered with a large banner that reads: “Progress. Innovation. Success.” He added that the slogan reflects what the facility has stood for since Day One.
“Our lobby at Giga Berlin covered in a huge banner these days. Progress. Innovation. Success – this is what we stand for since we started production in 2022 and how we will go into our future!” Thierig wrote in his post on X.
The display comes as tensions between Tesla and IG Metall continue to escalate.
The dispute began after Tesla accused a union representative of secretly recording a works council meeting at Giga Berlin. Tesla stated that it filed a criminal complaint after the alleged incident. Police later confirmed they had seized a computer belonging to an IG Metall member as part of their investigation.
“What has happened today at Giga Berlin is truly beyond words! An external union representative from IG Metall attended a works council meeting. For unknown reasons he recorded the internal meeting and was caught in action! We obviously called police and filed a criminal complaint!” Thierig wrote on X at the time.
IG Metall denied the accusation and characterized Tesla’s move as an election tactic ahead of upcoming works council elections. The union subsequently filed a defamation complaint against Thierig. Authorities later confirmed that an investigation had been opened in connection with the matter.
Giga Berlin began production in 2022 and has since become one of Tesla’s key European manufacturing hubs, producing the Model Y, the company’s best-selling vehicle. The facility has expanded capacity over the past years despite environmental protests, labor disputes, and regulatory scrutiny.
xAI’s Grok approved for Pentagon classified systems: report
Elon Musk denies Starlink’s price cuts are due to Amazon Kuiper
