News
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
Elon Musk estimates Tesla Semi could reach Europe next year
“We’ve got the Tesla Semi coming out, the heavy truck, and that’ll be going to Europe hopefully next year,” Musk said.
Tesla is preparing to expand its all-electric Semi truck program to Europe, with CEO Elon Musk indicating that the Class 8 vehicle could arrive in the region 2027.
Musk shared his update during an interview about Giga Berlin with plant manager André Thierig, which was posted on X by the official Tesla Manufacturing account.
“We’ve got the Tesla Semi coming out, the heavy truck, and that’ll be going to Europe hopefully next year,” he said.
Tesla has already begun limited production and customer deployments of the Tesla Semi in the United States, with the company working to scale output through the Semi factory near Giga Nevada. Considering Musk’s comments, it appears that a European rollout would be the next phase of the vehicle’s expansion beyond North America.
Musk’s use of the word “hopefully” leaves room for flexibility, but the remark signals that Europe is next in Tesla’s commercial expansion plans.
Musk has consistently argued that electrification should extend beyond passenger vehicles. During the same interview, he reiterated his view that “all ground transport should be electric,” adding that ships, and eventually aircraft, would follow.
The Semi plays a central role in that strategy. Heavy-duty freight remains one of the most emissions-intensive segments of road transport, and European regulators have increasingly pushed for lower-emission commercial fleets.
Tesla recently refreshed the Semi lineup on its official website, listing two variants: Standard and Long Range. The Standard trim offers up to 325 miles of range with an energy consumption rating of 1.7 kWh per mile, while the Long Range version provides up to 500 miles, which should be more than ample for European routes.
Elon Musk
Tesla Cybercab coming next to Giga Berlin, Optimus possibly after
“From a next major product standpoint, I think most likely is the Tesla Cybercab,” Musk said.
Tesla could add the Cybercab and Optimus humanoid robot to the production lineup at Giga Berlin, as per recent comments from CEO Elon Musk.
During a recent interview with Giga Berlin plant manager André Thierig, Musk identified the Cybercab as the most likely next major product for the German factory, with Optimus potentially following after.
“From a next major product standpoint, I think most likely is the Tesla Cybercab,” Musk said. He added that there are also “possibilities of Tesla Optimus” being produced in the facility.
Tesla has already begun production of the Cybercab in Giga Texas, with volume production expected to ramp this year. Based on Musk’s comments, it appears that if conditions align in Europe, Giga Berlin could eventually join that effort.
The CEO’s comments about Optimus coming to Gigafactory Berlin are quite unsurprising too considering that Musk has mentioned in the past that the humanoid robot will likely be Tesla’s highest volume product in the long run.
Giga Berlin will likely be able to produce mass volumes of Optimus, as the Model S and Model X lines being converted to an Optimus line in the Fremont Factory are already expected to produce 1 million units of the humanoid robot annually.
Apart from his comments about the Cybercab and Optimus, Elon Musk also confirmed that Giga Berlin has started ramping battery cell production and will continue expanding Model Y output, particularly as supervised Full Self-Driving (FSD) gains regulatory approvals in Europe.
Taken together, the remarks suggest Berlin’s role could evolve beyond vehicle assembly into a broader multi-product manufacturing hub, not just a regional Model Y plant.
Energy
Tesla Powerwall distribution expands in Australia
Inventory is expected to arrive in late February and official sales are expected to start mid-March 2026.
Supply Partners Group has secured a distribution agreement for the Tesla Powerwall in Australia, with inventory expected to arrive in late February and official sales beginning in mid-March 2026.
Under the new agreement, Supply Partners will distribute Tesla Powerwall units and related accessories across its national footprint, as noted in an ecogeneration report. The company said the addition strengthens its position as a distributor focused on premium, established brands.
“We are proud to officially welcome Tesla Powerwall into the Supply Partners portfolio,” Lliam Ricketts, Co-Founder and Director of Innovation at Supply Partners Group, stated.
“Tesla sets a high bar, and we’ve worked hard to earn the opportunity to represent a brand that customers actively ask for. This partnership reflects the strength of our logistics, technical services and customer experience, and it’s a win for installers who want premium options they can trust.”
Supply Partners noted that initial Tesla Powerwall stock will be warehoused locally before full commercial rollout in March. The distributor stated that the timing aligns with renewed growth momentum for the Powerwall, supported by competitive installer pricing, consumer rebates, and continued product and software updates.
“Powerwall is already a category-defining product, and what’s ahead makes it even more compelling,” Ricketts stated. “As pricing sharpens and capability expands, we see a clear runway for installers to confidently spec Powerwall for premium residential installs, backed by Supply Partners’ national distribution footprint and service model.”
Supply Partners noted that a joint go-to-market launch is planned, including Tesla-led training for its sales and technical teams to support installers during the home battery system’s domestic rollout.
Elon Musk estimates Tesla Semi could reach Europe next year
Tesla Cybercab coming next to Giga Berlin, Optimus possibly after
