Tesla Motors, the California-based manufacturer of the Roadster electric sports car and the planned Model S electric luxury sedan in 2012, opened a new dealership this past weekend in Dania Beach, FL, about twenty miles north of Miami.
I was given the opportunity Sunday to visit the new dealership and talk to Ted Schloz, the general manager, about Tesla cars, the plans he has for the dealership, and I even got to take a very beautiful and very fast Roadster Sport for a test-drive (more on that in the next article.)
Upon entering the showroom, customers encounter two Roadsters sitting on either side of the floor, a display of the entire drivetrain taking up no more space than a coffee table, and a wall-mounted home charging system which can fully charge the car in less than four hours. Striking pictures of the Roadster in motion also grace the walls, along with an arrangement of removable plates for each available exterior color. This layout "makes the car the star," according to Schloz.
With a bright and airy customer lounge full of natural light and replete with entertainment on a flatscreen HDTV and daily refreshments, Schloz says he aims for the dealership to have a "lifestyle quality" that makes people feel "welcome, like coming to a second home."
Make no mistake though: the new dealership is still a fully-functional facility. The service department in the rear of the building has a crew of qualified technicians, all the necessary specialty tools, and two lifts where any work a Tesla might need can be performed. There will also be an accessory department where Tesla owners may outfit their vehicles, or even themselves, with a full range of Tesla merchandise.
The dealership will serve as manufacturer-backed support for much of the southeast region, including the thirty-five known Tesla Roadsters currently on Florida's roads. Schloz says he also plans on getting involved in the community and helping to participate in and organize events where he can showcase Teslas to automotive enthusiasts throughout Florida.
The Miami store now marks the seventh opening of a Tesla dealership in the US, with one more planned for the Washington, D.C. area. With increasing concerns about environmental issues and energy crises, as well as people's unyielding passion for high-performing and attractive cars, Tesla's steady growth should come as no surprise.
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