It seems like an interesting strategy to have Tesla Stores in retail locations, I am not sure if people buy these cars on a whim while shopping for something else. From my conversations with other Tesla and EV owners it seems as if the people who buy these cars have done their research and buy them after doing research. Maybe Tesla will be leasing warehouse or industrial space within close proximity to these retail showrooms, and the retail component is the draw and the actual warehouse is where customers can select their cars. I would think that the vast majority of Model S' cars sold will be Spec cars. With all the car dealerships that have closed over the past few years it seems as if Tesla Motors could have leased space at these dealerships for comparable or cheaper rates than the retail spaces they currently have been locating in. The benefit is being able to locate the sales and service in one place. It will be interesting if the Tesla Store model evolves with the release of the Model S or if they will still use the Roadster sales concept. I think Fisker got it right, partnering up with other luxury dealerships, it seems like a more effective strategy when the time comes to ramp up production and move units.
I know of a couple other luxury dealerships who tried this model of locating Sales and Service in two different places, customers often grew frustrated when they would have to drive across town (or even a few blocks down) to have some warranty work done or car serviced (granted this dealership was an ICE dealership), after a few years and spending millions on their new car (sales only) building they ended up relocating to their old space (which was adjacent to Pre Owned & Service). The several million dollar building they built now sells Sprinter Vans.
I am sure there will be warranty issues with the Model S and confusion will ensue when Model S owners drive to the retail locations to find out that they have to drive to a service center located elsewhere. Remember Apple Stores actually do service their products at the retail location so I do not think the Apple analogy is 100% correct.
Personally while I have had cars in service I have purchased other cars located on the new car dealers lot. I think Tesla is missing a huge opportunity with these retail stores, as customers with older model Tesla cars may purchase newer model Tesla's if they had the opportunity to test drive and sit in them while their cars are being serviced. By seperating the sales and service component, the possibility of attracting the "move up" buyer is almost taken out of the equation. Furthermore it will be interesting to see if Tesla actually does implement a loaner car program, its not very fun to have your expensive Roadster in for service and have to call someone to pick you up from the dealership and then get another ride back to the dealership a few days later. For any luxury marque I think loaner cars should be standard, and if Tesla does not implement this I think it will be a big deal. This is another advantage for Fisker as they can leverage the loaner car program at the dealerships they have located in for added convenience.
So I guess the question is, would you have bought a Roadster if it was located elsewhere (I know there is at least one case (where someone bought a roadster on a whim) of this as posted on the Tesla Motors Blog with regards to the Colorado Tesla Store). Does it really matter the location of the dealership and would you have bought a Roadster etc regardless of where the dealership was located?