Elon Musk is taking his argument for a different kind of customer-dealer relationship directly to the people. In this case, the Tesla Motors CEO writes on his company’s blog to list the reasons why the luxury electric-vehicle maker decided to own all of its dealerships instead of offering franchises.
Musk, who said the Tesla Model S sedan aspires to be “the best car of any kind” in his new post, says that using the traditional dealer franchise model would have created conflicts of interest withing the salespeople. The reason is that any energy used to educate the public about electric vehicles would detract from conventional-vehicle sales. “It is impossible for them to explain the advantages of going electric without simultaneously undermining their traditional business,” Musk writes.
Additionally, most buyers purchase the same make as their previous vehicle, which means there are few buyers who would walk into a multi-brand dealership and be willing to take the time to learn about Tesla. Musk added that Tesla would have 19 dealership stores in the US by the end of the year, up from 10 at the beginning of the year.
While the Model S has been universally praised, its pricey service program has not. Earlier this month, David Noland, a Model S reservation holder, wrote that Tesla’s $600-a-year service program is more than 10 times the cost of the service program for the Chevrolet Volt extended-range plug-in hybrid. Tesla has argued that its service plan is more comprehensive than usual because it includes an inspection, replacement parts such as brakes and windshield wipers, roadside assistance, system monitoring, remote diagnostics and software updates.
Finally, Musk addresses the recent lawsuits over Tesla’s stores. As you might expect, Musk doesn’t back down:
Regrettably, two lawsuits have nonetheless been filed against Tesla that we believe are starkly contrary to the spirit and the letter of the law. This is supported by the nature of the plaintiffs, where one is a Fisker dealer and the other is an auto group that has repeatedly demanded that it be granted a Tesla franchise. They will have considerable difficulty explaining to the court why Tesla opening a store in Boston is somehow contrary to the best interests of fair commerce or the public.
We’re sure the case will be made, though, and we’ll see how well it’s delivered.
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By Danny King