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Tesla’s retail strategy set to change for the third time in three years

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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.

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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.

Don’t hesitate to contact us with tips! Email us at tips@teslarati.com, or you can email me directly at joey@teslarati.com.

Joey has been a journalist covering electric mobility at TESLARATI since August 2019. In his spare time, Joey is playing golf, watching MMA, or cheering on any of his favorite sports teams, including the Baltimore Ravens and Orioles, Miami Heat, Washington Capitals, and Penn State Nittany Lions. You can get in touch with joey at joey@teslarati.com. He is also on X @KlenderJoey. If you're looking for great Tesla accessories, check out shop.teslarati.com

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Tesla Supercharger access has proven to be a challenge for one company

Interestingly, it seems to be the Volkswagen brand specifically that is having issues with compatibility with Tesla Superchargers. Other brands under the VW umbrella, like Audi and Porsche, have already gained access to the charging network.

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Credit: MarcoRP | X

Tesla Supercharger access has proven to be quite the challenge for one company, as it continues to delay the date that it will enable its owners to charge at the most expansive network in the world.

Tesla Superchargers have been opening up to other brands for well over a year, and many car companies that are manufacturing electric vehicles now have access to the vast network that has over 70,000 locations worldwide.

Tesla to launch Supercharger access for VW owners later this year

However, one brand has experienced some issues with what it is calling “technical challenges,” specifically failing to enable cross-compatibility between its vehicles and Tesla Superchargers.

Volkswagen has had to delay its ability to enable customers to charge at Superchargers because there have been some difficulties getting things to run smoothly. A report from PCMag cites a quote from a Volkswagen spokesperson who said there are still plans to deliver this year, but there have been some delays:

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“Volkswagen looks forward to making it possible for ID. Buzz and ID.4 vehicle owners to gain access to the Tesla NACS Partner Superchargers. The timeline has been delayed by technical challenges, and we ask for customers’ patience. We still expect to deliver access this year.”

Interestingly, it seems to be the Volkswagen brand specifically that is having issues with compatibility with Tesla Superchargers. Other brands under the VW umbrella, like Audi and Porsche, have already gained access to the charging network.

Volkswagen EV owners will need to use an official VW adapter to access the Tesla Supercharger Network once the issues are resolved. It still plans to launch access to its owners later this year, but its spokesperson did not announce any planned timeline.

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Tesla Giga Berlin makes big move amid strong sales and demand

“We currently have very good sales figures and have therefore revised our production plans for the third and fourth quarters upwards.”

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Credit: Tesla Manufacturing

Tesla is making a big move at its factory in Germany, known as Giga Berlin, as managers at the plant have indicated the company plans to increase its production rate for the remainder of the year.

Giga Berlin is responsible for manufacturing Model Y vehicles for several markets worldwide, including those outside of Europe. It was opened in March 2022, and it recently built its 500,000th Model Y in March and its 100,000th new Model Y just three weeks ago.

Due to some encouraging sales figures in the markets it provides vehicles for, Tesla said it is planning to increase production at the factory for the remainder of the year.

Andrè Thierig, plant manager at Giga Berlin, said to German news outlet DPA on Sunday that market data has encouraged a move to be made regarding the production at the factory:

“We currently have very good sales figures and have therefore revised our production plans for the third and fourth quarters upwards.”

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It is interesting to see this kind of narrative from Thierig, especially as data has shown Tesla has struggled in various markets, including Germany, this year.

Sales drops have been reported, but other markets are holding strong, especially those in Northern Europe, such as Norway, where the Model Y saw a nearly 39 percent increase in sales in August compared to the same month the previous year.

Tesla Model Y leads sales rush in Norway in August 2025

Gigafactory Berlin supplies vehicles for other markets, such as Canada, Australia, and New Zealand, which are strategically important to avoid tariffs. It also builds cars for the Middle East.

Thierig reiterated this point during the interview with DPA:

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“We supply well over 30 markets and definitely see a positive trend there.”

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Tesla analyst says Musk stock buy should send this signal to investors

“With Musk’s (Tesla stock) purchase, combined with the upward momentum for delivery expectations and robotaxi rollout, we are becoming more bullish.”

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(Credit: Tesla)

Tesla CEO Elon Musk purchased roughly $1 billion in Tesla shares on Friday, and analysts are now breaking down the move as the stock is headed upward.

One of them is William Blair analyst Jed Dorsheimer, who said in a new note to investors on Monday that Musk’s move should send a signal of confidence to stock buyers, especially considering the company’s numerous catalysts that currently exist.

Elon Musk just bought $1 billion in Tesla stock, his biggest purchase ever

Dorsheimer said in the note:

“With Musk’s (Tesla stock) purchase, combined with the upward momentum for delivery expectations and robotaxi rollout, we are becoming more bullish. This purchase is Musk’s first buy since 2020. To us, this sends a strong signal of confidence in the most important part of Tesla’s future business, robotaxi.”

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Musk putting an additional $1 billion back into the company in the form of more stock ownership is obviously a huge vote of confidence.

He knows more than anyone about the progress Tesla has made and is making on the Robotaxi platform, as well as the company’s ongoing efforts to solve vehicle autonomy. If he’s buying stock, it is more than likely a good sign.

Tesla has continued to expand its Robotaxi platform in a number of ways. The project has gotten bigger in terms of service area, vehicle fleet, and testing population. Tesla has also recently received a permit to test in Nevada, unlocking the potential to expand into a brand-new state for the company.

In the note, Dorsheimer also touched on Musk’s recent pay package, revealing that William Blair recently met with Tesla’s Board of Directors, who gave the firm some more color on the situation:

“We recently participated in a meeting with Tesla’s board of directors to discuss the details of Musk’s performance package. The board is confident of its position in the Delaware case and anticipates a verdict by end of year. It does not expect a similar situation to occur under new Texas jurisdiction. Musk has the board’s full support, and we expect he’ll get more than enough shareholder support for this to pass with flying colors.”

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Tesla stock is up over 6 percent so far today, trading at $421.50 at the time of publication.

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