Tesla Iceland connected to Fashion

  The first company, business in Orange County Coast Highway 100 may to 300 people per week, says Tesla Southwest CEO, Jeremy Snyder. This deal is closed.

The Fashion Iceland store opened in November 2011, and most weeks, it attracts thousands of people - including tourists who stop and walk.

"Shopping centers are going to where the people who want to experience new things ... that you go in and have no idea if this car is electric beautiful or not, if you know nothing about Tesla ... We can tell you. "

This is an unusual strategy. Firstly, they want to sell you on the concept of an all-electric vehicle. So maybe you'll buy a Tesla.

"We were just walking in the mall," says Andrea Shuman, visit Boston. "You see all the same stores that you see everywhere - but you can not see a Tesla Store."

The idea of ​​an all-electric car that you plug into a socket is exhilarating invite all night drive all day.

Tesla has three different types of batteries up to 300 miles on a charge. The advantage: you do not change your driving style.

Touch-screen computer store invites you to crunch the numbers: How far do you go? How you like to pay? How much would you save?

Snyder, 36, Orange County has affected a reputation as home to a high net worth people environmentally friendly, tend the early adopters. Or maybe just a sticker HOV commuters desire and access to carpool lanes.

"They are attracted by the cool stuff ... Tesla shows that not exclude performance and efficiency."

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Sal and Kathy Bianco Oregon had not all-electric vehicle in front, but as since Tesla has raised the possibility.

"We would not have entered into a concession Tesla at all ... As a strategy, this story is very effective."

Tesla wants new car buying, says Snyder, who joined the company in 2008.

"The visit to the dentist and the purchase of a new car, the experience people were rated less pleasant ... We decided that we would do things differently."

Here's what's different:

There is no deductible dealer. In Iceland there are not many fashion model completely or seller, to mark a commission. It is a real car to see a waiting list and own it.

You can not haggle on the price (corrected from $ 49.900 after tax credits), and every car is built to order. You pay $ 5,000 refundable Book now and get your car in about eight months. Until now, the sedan has about 12,000 reservations.

Tesla Snyder called "luxury car" at a price "aspiration" makes.

I get it. I buy a Coach handbag, wish I could trade up Bottega Veneta.

It's a Tesla parked island fashion charger, and you need a supply voltage of lead. There are shops and buzz: Make George Clooney bought the roadster. There is no campaign.

"Our marketing strategy is our strategy to shop."

Dan Purcell, Corona del Mar, Tesla not know was in the mall, but he kept watch. He left his car for a bicycle 10 years ago.

"Who wants to pump gas, what will be on the corner lot, one day? There will be no gas stations."

The company is still a baby, born and based in California.

Tesla began with a roadster as a proof of concept vehicle. Tesla has already sold more than 2,400 of the $ 109,000 handmade, two places ahead of the scheduled end of production in 2011.

The new Model S seats five adults with a folding seat for two children. Tesla plans, 5,000 sedans this year, and 20,000 to build in 2013. She started it in June, and the Fashion Shop Iceland received its first production model.

"The amazing thing happens when we talk about electric cars and how we are the only company that they build a car like this from the beginning ... There are so many innovations in the S-model, that once someone is educated, and go to buy a car in this class, at this price there is only one choice. "

Yes, he speaks from and advertising. No, I do not think he can help.

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Skip Beck, Newport Beach, came to the store after his friend decided on a Tesla. Beck considering a Porsche, Audi or BMW.

"Apple's marketing is brilliant off the charts ... We'll see how it works for a car."

George Blankenship, Tesla arrived in 2010, was the architect behind Apple Stores. No one thinks of it as a fruit. It has branches where people already - and praised Apple Store Fashion Iceland, where Tesla was late.

"A good experience in the business," says Snyder, "what. To a great brand experience"

A second branch of Orange County is in the works. Snyder would not say where.

Dave Christensen, visit Ann Arbor, is back for a second time, he said a dealer is never fun.

"This is the first design that will begin to work with my lifestyle. Energy I have now ... I owe to make the world better."

Snyder takes me for a ride, even if I Demur he lost on me.

The ride is quiet and smooth, and he can not resist showing acceleration from 0 to 60 mph in 4.4 seconds without. I slid into my seat by the centrifugal force in a roller coaster effect.

It explains how braking energy back into the battery. Uh-uh.

Most of the race, I noticed something missing in the car with the engine.

In the store shows a frame model, as are the activities of the car is stored under good food. In the car, it means more space and more trunk.

That means no bump for the transmission tunnel - and a place to get my bag ambitious.