 2013 Tesla Model S. Click image to enlarge |
The Model S interior seats five in a roomy cabin with a perfectly flat floor. Without an internal combustion engine, the front “engine compartment” provides additional luggage space supplementing the storage area under the rear hatch. Two rear-facing “jump seats” are optionally available, expanding passenger seating to seven.
The centerpiece of the interior is the Model S’ 17-inch touchscreen that works with the digital instrument cluster and steering wheel controls to integrate media, navigation, communications, cabin controls, and vehicle data. The display responds to tap, swipe and zoom gestures similar to other touchscreen devices.
Customers can choose either a black or body-coloured roof, but also may opt for a glass panoramic roof that appears as a single sheet of glass, but opens up to provide a “top-down” driving experience.
 2013 Tesla Model S. Click image to enlarge |
Using a mobile adaptor, the Model S can be recharged using a 110-volt household outlet, a 240-volt outlet, or a public charging station using a J1772 adaptor. Owners can also install a power wall connector and upgrade to twin chargers, doubling charger capacity to 20 kW from 10 kW, and enabling the Model S with 85 kWh battery pack to be recharged fully in less than four hours.
Tesla is also building a network of “Superchargers” on major highways across North America that would allow the Model S battery pack with twin chargers to be recharged to 50 percent of its capacity within 30 minutes, or about the time it takes for lunch.
It may seem odd that a car manufacturer would get involved in the recharging industry, but it makes good financial sense. With the Superchargers, Tesla is getting in on the ground floor of the potentially profitable distribution network necessary to keep a fleet of electric vehicles moving. It is also an opportunity to promote Tesla and its electric vehicles at service stations across North America and to address consumer concerns about electric vehicle range.
 2013 Tesla Model S. Click image to enlarge |
But with a range of up to 500 km, range anxiety is something a Tesla owner may never feel.
They may also never see the inside of a car dealership again. Not only is Tesla intent on revolutionizing what we drive, it is also revolutionizing the way vehicles are sold and serviced.
Tesla stores, many located in high-foot-traffic malls, feature a hands-on exhibit of the Model S drivetrain, a design studio where customers can customize their own Model S, and an interactive touchscreen experience designed to engage and inform customers about Tesla’s advanced technology and the benefits of driving electric. There are 22 Tesla stores currently, with one recently opening in Toronto at the expanded Yorkdale Mall. Another 10 stores are slated to open, worldwide, in 2012.
If the retail experience feels a bit like buying an Apple computer, that is no accident. Tesla’s VP, Sales and Ownership Experience, is George Blankenship, who was the chief strategist behind Apple’s retail operation.
 2013 Tesla Model S. Click image to enlarge |
Customers can order their Model S at the stores or online. When the car is ready, it will be delivered to the customer’s home, office, the Tesla assembly plant in Fremont, California, or anywhere the purchaser requests. Tesla’s Delivery Specialists explain all the features of the Model S and make sure customers know everything they need to about owning the car.
Tesla also operates service centres where customers can get recommended annual inspections, upgrades and other repairs. In Toronto, the Tesla service centre is located near Pearson International Airport. The service centre also serves as a hub for Tesla’s mobile service technicians, the Tesla Rangers, who make house calls to owners’ homes and offices no matter where they are located.
Consumers may not be very familiar with Tesla now, but if the Model S is a success, Tesla may become as common to North American car buyers as Ford, GM, and Chrysler.
