The Nordstrom store in Los Angeles just got a unique attraction point in form of a Tesla boutique that sits neatly along other merchandise in the department store.
The electric car boutique was deployed in the men's section of the Nordstrom store on Monday, June 20, paving the way for other daring automakers. It is not the first time Tesla showcased its models in a mall, but being part of a department store is surely a first.
Tesla's unusual product placement has a twofold benefit. For one thing, the company could save important real estate costs. For another, the exposure of the brand to a wider and more diverse demographic could boost sales.
Customers who drift around the store can seamlessly go from the men's suits section into the Tesla space, where a white Model X crossover is waiting for its future clients. The automaker's representatives are there to inform people about the Model X's features and test drives can be scheduled to take place in the parking lot.
Just as a teaser, know that the car comes with an embedded bioweapon defense mode, meaning that the passengers and driver are protected in the event of a chemical attack. However, those who choose to drive the Model X through peaceful areas might marvel at the sight of the falcon-wing doors.
"We're getting a lot of people walking by," says product specialist Jonathan Rios.
Insiders familiar with the matter note that the mini-store will open its doors inside the Nordstrom store at The Grove later this year.
A Nordstrom spokesperson underlined that the posh department store chain aims to enhance the experience of its customers. He pointed out that Tesla and Nordstrom have been negotiating the deal for some months, but did not reveal any financial details.
It is not uncommon for Tesla to go the extra mile to defy the auto industry's standards. As opposed to most brands who sell dealerships, Tesla relies on its own company stores to promote and sell its electric vehicles.
Tesla's boutique at the Nordstrom puts pressure on traditional dealers to get more creative in promoting their cars. The electric car manufacturer practices a price point high enough that it catches the attention of upscale customers.
In a statement, Tesla underlines that there are a number of similarities between itself and Nordstrom.
Both companies are striving to provide their customers with "new and innovative shopping experiences." The carmaker notes that Nordstrom's shoppers live a lifestyle that resembles the one most Tesla owners have. The typical demographic that shops at Nordstrom is "forward-thinking, savvy and curious to explore the latest and best trends."
