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Tesla’s retail strategy set to change for the third time in three years
Tesla is set to change its retail strategy for the third time in three years. The automaker has relied on retail showrooms in shopping malls in high-end locations, but this is set to change. Additionally, Tesla may be remotely managing test drives and deliveries, moving to a more virtual setup instead of spending money on expensive real estate inside shopping centers.
The plan is somewhat similar to the early 2019 plan that CEO Elon Musk talked about during a press call in February of that year. After concerns that some employees would be relieved of their duties due to store closures, Musk indicated that there would be a reduction in headcount. Tesla eventually backtracked on this strategy, and more retail locations were opened throughout 2020.
However, the 2021 plan is much different and extends a refined focus on keeping Tesla’s employee headcount the same while eliminating some expensive retail locations. In 2018, Tesla committed to opening more showroom locations inside high-end malls that provided more foot traffic.
Credit: @JustJay25122288 | Twitter
Now, for the third time in three years, Tesla is revising its plan for showrooms and retail locations alike, with plans to close the sales centers in the high-end mall locations, according to Electrek.
According to the report, Tesla is now planning to cut ties with the high-end locations due to rent obligations, which are likely high and unrewarding. Instead, delivery centers will take a bigger focus as an overwhelming number of Tesla owners placed their orders online. Because of this, test drives are also being handled remotely, a strategy that was loosely adopted during the COVID-19 pandemic to eliminate human contact. The test drive experience is one of the most pleasant available due to the lack of sales pressure from a salesperson.
Employees will no longer be assigned to a store. Instead, they will be assigned to a “central virtual store” and will assist online buyers in specific markets. This will eliminate the need for Tesla to let go of employees, keeping the workforce the same but eliminating the costs of leasing a retail space.
The retail locations won’t go away altogether, however. Tesla is reportedly still planning to keep showroom locations open if they are affordable and reasonable. It seems that the expensive rent in high-end facilities is just not justified, even though the company is financially stable, unlike in 2019 when the Model 3 was still giving Tesla some financial bottlenecks as the company ramped deliveries in Europe.
These high-end showroom locations will likely dissipate slowly over the next few years as leases expire. It is unknown what the financial threshold is to consider a location to be a financial disadvantage. However, the money Tesla can reserve can be spent on product development or the expansion of Delivery and Service Centers through the next several years. As Tesla continues to expand its market and demand increases steadily, Delivery and Service Centers will take the forefront. Showroom locations will slowly become less important, especially due to the advantageous nature of ordering a vehicle online.
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Tesla is about to make parking in busy parking lots at businesses and other points of interest less stressful than ever by allowing drivers more control over where they park and how, CEO Elon Musk confirmed on X.
Tesla has been working to improve the parking performance of vehicles utilizing the Full Self-Driving suite, but now it is looking to add more customization, allowing drivers to choose the specific space they park in, but also potentially the orientation the car pulls into the spot:
It’s coming soon
— Elon Musk (@elonmusk) July 21, 2026
Musk has reiterated on X twice over the past several weeks that Tesla is working to make things with the FSD suite based more on the driver’s specific preferences and behaviors that were seen in past drives.
Essentially, it sounds like if you tend to park away from a business to avoid other vehicles, Tesla FSD will soon recognize that preference of yours and start parking further away as well. Additionally, the prospect of assigned parking spaces has been something many owners have voiced concerns about.
Living in a community with assigned parking spaces makes using FSD incredibly difficult as it will rarely park in the correct spot when there are so many to choose from. This is also pertinent in work settings where there are sometimes assigned parking spaces.
The updates to Tesla’s Full Self-Driving suite in terms of listening to driver preferences with parking are also extending to routing. Tesla announced yesterday that with the release of its 2026 Summer Update, it was adding Automatic Navigation and Preferred Routes:
Tesla reveals 2026 Summer Update with crazy fixes to Nav and more
Tesla has always maintained the idea that any human input is bad input, and that, ideally, Tesla Full Self-Driving will always make the right decision. Of course, this is all in theory, but the issue is that so many of Tesla’s interventions have come because it does something that is not necessarily wrong, but perhaps not what the driver would prefer.
Taking these preferences into account will help Tesla alleviate some of the potentially unnecessary interventions that drivers perform.
Tesla is starting to prepare for the launch of the Optimus robot in its smartphone app, new coding strings show. Elon Musk has referred to Optimus as what will be the greatest-selling product of any kind of all time, and now, Tesla is getting ready for its launch.
Tesla’s smartphone app had several first-time mentions of the Optimus program, according to Tesla App Updates, who intially reported on the appearance. Here’s what they found:
A Dedicated “Robot” Phone Key Authentication
Tesla is working on a Bluetooth Low Energy, or BLE, authentication that is specifically for robots. This does not only apply to Optimus, though, as Robotaxi, which is Tesla’s autonomous ride-hailing platform, might also identify vehicles within the fleet as robots as well.
Tesla shows rapid teardown of Model S and X lines, paving the way for Optimus at Fremont
Essentially, pairing your phone as a key to anything Tesla identifies as a robot to a “whitelist” of authorized devices. Optimus, Robotaxi, or other products that fall into this category will only respond if the device trying to communicate with it is authorized.
This is a great security feature that will eliminate at least face-value and low-level threats.
Home Data Collection and System Alerts
This appears to be somewhat of a neural network for Optimus within your house. There will be a dedicated screen that asks for consent to collect both video and spatial data while Optimus performs in-home tasks. Everything from vacuuming, washing dishes, dusting, and other activities will be tracked.
There will also be a comprehensive alert system that will track everything from low battery to mechanical issues.
Other Changes
Most of the changes tracked in this particular app update are related to Tesla’s 2026 Summer Update, and include things such as image assets for new features, a preview of the new custom wraps feature, and other unique features.
You can check out our coverage on what is included with the 2026 Summer Update here:
Tesla reveals 2026 Summer Update with crazy fixes to Nav and more
Tesla (NASDAQ: TSLA) will report its earnings for the second quarter of 2026 this evening after market close, and investors and analysts are waiting anxiously to see what the company will report for the second three-month span of the year.
Analysts have already put out their expectations from a financial standpoint for the company’s second quarter, but what’s unknown is what Tesla plans to discuss during the call.
Financial Expectations
Wall Street consensus expectations put Tesla’s Earnings Per Share (EPS) at $0.53, while revenues are expected to come in around $26.4 billion.
This would compare to an EPS of $0.39 and $22.19 billion compared to Tesla’s Q2 2025. Last quarter, EPS came in at $0.41 on $22.387 billion of revenue. Additionally in Q1, Tesla beat analyst expectations, but shares dropped over 3 percent the following trading day.
What We Expect
In terms of discussions, Tesla earnings are pretty sporadic and depend on a handful of things, including current events, investor questions, and more.
Tesla uses a platform called Say to field questions from investors and analysts. These questions are what will be used during the call. Here are the top 5 from the Retail side and top 3 from the Institutional side:
Retail:
“Tesla has missed short-term guidance on robotaxi 3 earnings reports in a row, from 50% coverage of USA by end of 2025 to most recently 7 new cities in 1H26. What is keeping Tesla back from accomplishing these short term goals that they’ve set for themselves?”
“What are the main constraints to expanding robotaxi operations faster, and how do you see that lining up with Cybercab production?”
“What’s the current status of Optimus Gen 3 production ramp, initial deployment in factories, and external sales timeline/volume for 2027? What tasks can we expect the Optimus to perform by end of 2027?”
“To reward long-term Tesla retail shareholders for their loyalty, can you commit to achieving at least half of the goals outlined in your 2025 compensation plan before considering any offers to acquire or merge Tesla?”
“Why has growth of robotaxi vehicles stalled? When will we see cybercab start customer rides?”
Institutional
“Previously, you’ve said Tesla would lead the R&D while SpaceX would lead production for Terafab. Can you provide an update on how that division of responsibilities is evolving, and any additional clarity on the expected capital contributions from Tesla and SpaceX?”
“For autonomous driving, Tesla’s fleet created a huge data advantage by collecting billions of real-world miles. That advantage doesn’t yet exist for Optimus. How should we think about data availability and its impact on Optimus development?”
“Why is it necessary to limit robotaxi operations within specific zones within cities to start? Will every city have to be rolled out this way?”
Tesla will report earnings for Q2 this evening with the Shareholder Deck at 4 p.m. ET, with the call starting around 5:30 p.m. ET.
Tesla is about to make parking in busy lots less stressful than ever
Tesla starts preparing for Optimus in its smartphone app
