In a very interesting change of approach for the company, Tesla has come to an agreement with the Australian department store giant Myer to sell its electric vehicles there.
As of Thursday, there is apparently a sort of Tesla mini store located at Myer’s Melbourne CBD store where a Tesla Model X is on display (on the 6th floor). Plans are to expand this initiative to other stores and regions in Australia, according to those involved.
Until now, nearly anywhere in the world, those wanting to order a Tesla were only able to do so at Tesla stores or online — so this new move to partner with a popular department store chain is very interesting.
Some observers have made the claim in the past that Tesla will eventually have to make use of the dealership model if it’s going to sell the kind of volumes that companies like BMW or Daimler do. Perhaps — though, can the company simply partner with retail chains instead? Doing so would be an interesting alternative to the currently ubiquitous dealership model (which leaves such a bad taste in so many people’s mouths)?
Here’s more information on the matter:
“The brains behind the deal is Myer’s head of brand and marketing, Mike Scott, who joined the company in June 2016 after stints at Virgin Australia, Nike, and McDonald’s. …
“He said Myer had introduced 850 new brands in the past 18 months. The Tesla deal is part of the ‘new Myer’ strategy, which is spearheaded by chief executive Richard Umbers, to give consumers ‘what they want, when they want it’. …
“Since Mr Scott’s arrival, Myer has made deals with several ‘disruptors’ including Uber and Virgin Australia, proving that for major brands, who you hang out with is becoming as valuable as what you do.
“He said Tesla and brands of its ilk certainly gives Myer a halo effect, while Tesla will benefit from reaching a customer base that may not ordinarily have access or the need to visit a Tesla showroom.”
Notably, Scott described the deal between Myer and Tesla as being “open-ended,” which presumably means that Tesla isn’t locked down in any way, and that the terms are very favorable.
To close, here are some more useful comments from Steve Hanley on sister site Gas2:
“What it comes down to is that Elon Musk has created virtually overnight a brand that ranks with the most valuable and powerful names in the world of commerce — Coca Cola, Nike, Disney, and LEGO. Think for a minute. Which car would you rather have, a Tesla or a Ford? No contest, right? Ford has been around for nearly a century; Tesla less than 10 years.
“When you buy a Tesla, you are buying all the power packed into the brand. That power is what Nordstrom and Myer want to leverage when they invite Tesla to display its cars inside their stores. They are some of the world’s most successful retailers, yet they too are drawn to the power of the Tesla brand. When it comes to taking an idea and spinning it into gold, there is no one alive who does it better than Elon Musk. That’s certainly part of his genius in action.”
Big tip of the hat to Greg Hudson