Tesla has recently unveiled a novel retail concept known as the ‘Giga Laboratory.’ This innovative initiative seems to serve as a demonstration of the company’s impressive manufacturing capabilities.
Although Tesla had previously announced a shift towards online sales and reduced physical retail presence back in 2019, in practice, the company has continued to heavily rely on retail locations as part of its marketing strategy. Over the past three years, the number of Tesla’s physical locations, encompassing retail and service centers, has more than doubled, now totaling an impressive 1,000 establishments worldwide.
Tesla’s retail locations play a particularly vital role in fiercely competitive markets for electric vehicles, such as China. Hence, the company is now exploring a fresh approach to retail in China, labeled the ‘Tesla Giga Laboratory.’
The announcement of this new concept was made on Tesla’s official Weibo account, translated from Chinese as follows:
“The country’s inaugural ‘Tesla Giga Laboratory’ has made a remarkable debut. Unveiling the mystery of Tesla’s ‘Most Beautiful Store in Chengdu’: an immersive experience showcasing the enchantment of ‘building a car in 45 seconds.’ A place to ‘Chat and take a break’ with friends.”
For quite some time, Tesla CEO Elon Musk has consistently emphasized that Tesla is primarily a manufacturing company. Evidently, Tesla aims to integrate this aspect into the new retail experience, which seemingly focuses on showcasing its advanced manufacturing technology. Additionally, the Giga Laboratory highlights Tesla’s powertrain technology by exhibiting certain components of its drivetrain.
The introduction of this unique retail experience by Tesla invites speculation and opinion. What are your thoughts on this new endeavor? Feel free to share your perspective in the comment section below.
