Changed customer requirements: Tesla showroom in the Dorotheen Quartier in Stuttgart is “permanently” closed
Created: 05/17/2022, 13:51
By: Julian Baumann
The Tesla showroom in Stuttgart's Dorotheen Quartier is "permanently" closed.
© Julian Baumann/BW24
The Tesla showroom in Stuttgart's Dorotheen Quartier is permanently closed.
This has marketing reasons, as the US carmaker announced when asked by BW24.
Stuttgart - Since the opening of the "Giga Berlin" in Grünheide at the end of March, US car manufacturer Tesla has also been producing in Germany.
The Model Y e-cars for the European market roll off the assembly line in the Gigafactory.
The company of tech multi-billionaire Elon Musk had previously set up so-called showrooms throughout Germany, where selected models can be viewed and ordered directly.
These rooms are primarily located in the inner cities of large metropolises.
Until recently, such a Tesla showroom was located in one of the most modern and probably also the most expensive districts of the state capital Stuttgart.
Luxury brands such as Louis Vuitton, MaxMara and Rolex also have showrooms in the Dorotheen Quartier in the city centre.
However, the Tesla showroom is now closed, the company logo has been removed and the building has been surrounded by a construction fence.
At the request of
BW24
, the US carmaker explained that this was due to marketing reasons and a change in customer requirements.
Tesla no longer shows e-cars in downtown Stuttgart - focus is placed on regional Tesla Centers
Customer behavior in almost all areas has changed significantly in recent years.
Sales rooms like those of the luxury brands mentioned above are also used for direct shopping, but many customers decide to conveniently order online.
This change has already arrived in the automotive industry.
The Tesla company is still comparatively young compared to traditional German companies such as Mercedes-Benz or other US companies such as General Motors.
At the request of BW24
, Tesla announced that the showrooms in city centers, such as the one in Stuttgart, should primarily serve to publicize the brand and the products
.
In the meantime, however, the US car manufacturer Tesla is known worldwide and is considered the market leader and top dog in the field of electric cars, with which even corporations like VW have to compete.
Therefore, showrooms where the electric cars can only be viewed and not tested no longer meet customer requirements, according to the company.
Instead, Tesla is focusing on regional centers that are intended to serve customers as a centralized point of contact for sales, vehicle service and, as a rule, delivery.
Tesla: Weilimdorf as the central branch for the Stuttgart region
With the closure of the showroom in Stuttgart's Dorotheen Quartier, which according to the Google entry is "permanent", Tesla customers still do not have to look for a service point outside of the state capital.
Tesla continues to offer test drives in the Stuttgart region, currently from the delivery center in Renningen (Boeblingen district).
The purchase advice is now handled virtually via live chats, telephone calls or e-mails, so that physical showrooms are no longer required.
In addition, the location in Stuttgart-Weilimdorf will serve as the official Tesla branch for the region after the showroom in the city center has been closed.
According to the website, both purchase and services as well as breakdown assistance are offered there.
Tesla plans to expand further in Germany and offer customers comprehensive end-to-end customer care, the company announced in response to
a BW24
request.
End-to-end processes are processes in the company that begin with the customer (request) and end there again (delivery or delivery).
Mercedes-Benz also reorganized car sales and thus disempowered its trading partners.
