If you thought the clothes at Nordstrom were expensive, just wait until see how much the electric cars are going for.
Tesla has been waging a war to sell cars outside the dealership system across the U.S. — with mixed results. Rather than succumb to dealer pressure, on Monday, the upstart electric vehicle manufacturer took a step decidedly in the other direction.
Tesla opened up a retail store inside the Nordstrom at The Grove in Los Angeles, California, USA Today
The company has staged many of its retail outlets inside malls. This new store is the first actually inside — not just adjacent to — another retail brand.
After you push past the initial “What? Really?” reaction, the move is actually a smart one. Having a nook next to the men’s suits department saves Tesla the cost of renting an entire space of its own. What’s more, the Tesla buyer and Nordstrom shopper are likeminded.
According to a Tesla statement, “the Nordstrom shopper embodies a lifestyle that parallels that of many Tesla owners –- people who are forward-thinking, savvy, and curious to explore the latest and best trends.”
While it’s unlikely that even well-heeled Nordstrom buyers will be enticed into a $140,000 impulse purchase of a Model X crossover, it’s nonetheless a good move to bring potential customers in who might otherwise waltz past a Tesla store elsewhere.
Tesla’s pop-up shop will be at The Grove through the end of the year. And, if you’re wondering: No, you can’t test drive a Tesla through the men’s department. They’re holding test drives in the parking lot.