In an innovative move aimed at bringing consumers closer to the manufacturing process, Tesla has unveiled its ‘Giga Lab’ concept store in China. The new retail model provides an immersive experience where potential buyers can observe the assembly of a Tesla Model 3 within 45 seconds via an automated system.
The Giga Lab allows customers to witness firsthand how Tesla’s electric vehicles (EVs) are put together at its Gigafactory in Shanghai. An integral part of the experience involves a robotic arm meticulously fitting panels onto the frame of a Tesla Model 3.
Tesla has curated an interactive retail environment, featuring displays of powertrain and battery components to engage visitors and ignite conversations about its EV models. This interactive showcase has been designed to foster interest among potential buyers. By the end of 2022, the Shanghai Gigafactory had already rolled out 1 million EVs.
Tesla’s latest retail model serves to highlight the company’s manufacturing capabilities, particularly its new pouch cells, which will be produced in both Texas and Shanghai. Tesla’s shorter-range EVs will employ these pouch cells, utilizing an LFP (Lithium Iron Phosphate) formula, as opposed to the traditional cylindrical cells.
The Giga Lab initiative underscores Tesla’s belief in the value of brick-and-mortar stores in high-demand EV markets as a strategy to enhance customer engagement. The company has successfully doubled its retail and service locations from 1,000 to 2,000.
Tesla continues to advocate for a direct-to-consumer sales model, bypassing traditional dealership networks. The EV giant maintains that this approach will benefit customers by providing better pricing and reducing waiting times.
As the competition within the EV market intensifies, Tesla is constantly exploring innovative ways to sustain its marketing efforts and secure a steady stream of orders. The introduction of the Giga Lab concept store is one such example of Tesla’s commitment to revolutionizing the customer experience and leading the EV market.