Ch. 14 - Retailing

 

                    Unlike traditional franchise dealerships, Tesla sells cars directly to consumers worldwide. In the US there are 217 stores located in 36 states and territories and 182 cities. 

Tesla's retail approach was initially MTO-based. Tesla's growth was enabled by ERP software built by former CIO Jay Vijayan in 2012. To establish its brand and engage its target market via foot traffic, it used high-end malls, stores, and showrooms. Rather than keep leasing high-rent locations, the company opened delivery centers in lower-cost areas in 2019. Through keeping its own stores and its game changing e-commerce platform, Tesla continues to sell directly to consumers. The comprehensive retail approach has proven to work for the brand.  You can schedule a contactless and pressure-free test drive here.

Beyond EV's: Tesla Online Retail Shop