Tesla goes Big Apple with Chelsea showroom

It's a time of dire news for auto manufacturers, with losses widening, dealerships closing, and whole brands disappearing. Not so for Tesla, which despite all that bickering up top has managed to scrounge together the funds to open up a shop in Chelsea in western Manhattan, a swanky area full of art galleries and the beret-clad people who frequent them. No surprise, then, that Tesla has outfitted the walls of this new dealership with large prints of its very own manufacturing process -- probably not earning it much cred in the 'hood. Annual operating cost is estimated to be a cool $1.5 million, pocket change by GM and Toyota standards, but surely a little more significant for a small company like this. Tesla used the space to show off the 2010 Roadster, which we still don't have full details on, but have heard features slightly improved circuitry, a locking glove box, and WiFi to enable remote, wireless diagnostics. Surely a Tesla-branded application store of some sort can't be far behind.

[Preston @ Jul 15th 2009 7:58AM]

Shocking!

[Spiraling Shape @ Jul 15th 2009 5:22PM]

A locked glove box? Totally shocking!

[rita hainsworth @ Jul 15th 2009 7:59AM]

Umm..beret clad?...I dont think so. I dont know what part of Chelsea you live/go to but beret is nay.

[Phoenix @ Jul 15th 2009 8:00AM]

teslaFart is gonna sound great with that speaker system!

[bublik @ Jul 15th 2009 8:00AM]

WOW

[Bob Denley @ Jul 15th 2009 8:03AM]

Doesn't Tesla plan on opening like half a dozen more stores before the end of the year.

As an actual tax payer, I wish my money was going towards that company instead of Chrysler.

[kjb434 @ Jul 15th 2009 9:00AM]

Your money is going to them to build these limited used cars.

[Eroded Fallacy @ Jul 15th 2009 8:03AM]

Yep that is so NY for you everything is overpriced ;-) you get less for your $$

[daniel @ Jul 15th 2009 8:12AM]

Better than a huge showroom in Outer Bumble, Idaho...

[kjb434 @ Jul 15th 2009 9:02AM]

Perfect, NYC where most people don't have cars and can't even afford parking spaces. They are definitely going for the rich smug market that want to flaunt they have a Tesla. The masses are not the target for this car or any "ECO CRAP" vehicle.

Gas powered is still the vehicle for the masses as a reasonable price.

[Binja @ Jul 15th 2009 8:20AM]

What the hell? The word apple is in the headline. Where the heck is the fanboy versus fanboy versus troll argument? Where are the physical threats with regard to OS of choice? You guys are disappointing me.


Sent from my iPhone

[Bob Denley @ Jul 15th 2009 8:23AM]

Your iPhone sucks....

[sbrickell @ Jul 15th 2009 10:06AM]

Seriously... get a life, or ask your mom (because you can't be any older than 15) for permission to go to the mall.

[steel36 @ Jul 15th 2009 8:26AM]

Ladies and Gentleman, this is the inspiration for your next car. We're seeing a move back to small companies as the pace setters, even in once difficult fields like the car business.

[Prince Ali @ Jul 15th 2009 8:30AM]

1.5mil, thats not much. thats 15 tesla's to break even :P (yes I know I'm over-simplifying)

[William @ Jul 15th 2009 8:41AM]

Where are the pre-owned Teslas? That's the only way I may get one. And can I trade in my old HP laptop?

[Jose @ Jul 15th 2009 9:00AM]

I think this the part where I go in and trade in my WRX for one these...NOT

[UnixSystemsEngineer @ Jul 15th 2009 11:15AM]

Don't bother, you can't install a fart can on a Tesla.

[PedoJokerBear (aka Deeznuts) @ Jul 15th 2009 9:22AM]

is the car really that small? (look how tall the guy in the back is compared to the car)

[Art @ Jul 15th 2009 3:59PM]

welcome to sports car. its the same size as an elise.
so, yes

[Vic De Zen @ Jul 15th 2009 9:45AM]

I really like Tesla, and I think I understand what they're going for: sell the technology and luxury style eco vehicles to the wealthy so that they can reinvest the money into making the technology cheaper. Eventually the masses will be able to afford the technology as well. It's the trickle down effect.

[Jerome36 @ Jul 15th 2009 11:16AM]

This story has Apple in the title. Where's Paul?

[henry @ Jul 15th 2009 11:29AM]

CHELSEA is not beret wearing art-deco at all! That's the meat-packing district!
Engadget please get your NYC stereotypes in order!

[Major4Play @ Jul 15th 2009 2:21PM]

What an amazing American car, shame it's actually a British Lotus Elise with an electric engine bolted in.

[Brandon K @ Jul 15th 2009 2:57PM]

Good idea: Tesla Roadster recession antidote!

[sketchguy @ Jul 15th 2009 3:49PM]

I'm freelancing a few doors down and saw the cars appear a few days ago. No beret wearers in sight for YEARS though in the NY art scene. Engadget = stereotype FAIL

[lens42 @ Jul 15th 2009 9:32PM]

I guess whoever controls the money is OK with this, but this seems like a big waste of cash. With two years of production spoken for, why do they need showrooms? Seriously, if this were my money, I would want every nickel going toward making more cars to sell, making them sooner, and making them cheaper. If Elon sold these out of his garage, they would not sell any fewer cars.