This article highlights the decision-making process Tesla is undergoing as it assesses the strength of its urban Tesla showrooms in China.
But are all those Tesla showrooms well-placed? That’s what the company is now deciding.
Ah, to enter a Tesla showroom in urban China is to walk into a contemporary space with diffused light and clean lines. Parallel rows of small white ceiling lights mirror in the deep blue exterior of a Model 3. On one wall is a long, well-lit photo of the Model S, set against high skies and rolling hills. Another photo display features a Model X at sunset set from road level, with piercing orange rays that embrace the car as it whisks along an empty curving road.
Peeking out the showroom window, one sees the city street and flashes of buses and pedestrians, low thick buildings, and landscaped deep green shrub gardens. An exterior wall video screen plays a film of the car assembly in action; before it are 3 equally spaced Teslas: a white Model X, a red Model 3, and a blue Model S.
Since delivering its first electric car to a Chinese customer 8 years ago, Tesla has viewed the country as a key market for sales and a base for manufacturing. Tesla’s second-largest market of its entire global sales is in China, only exceeded by the US. The Tesla showroom approach has worked well in urban China — at least until waves of Covid suppressed walking traffic in upscale shopping centers.
Every automaker in China was impacted by the coronavirus epidemic, as it was difficult to carry out offline listing activities such as test drives, auto shows, or press conferences. Fears of mass Covid contagions prompted Chinese officials to initiate several lockdowns, including in, where Tesla’s Gigafactory is located.
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