Tesla Tries ‘Genius Bar’ on Wheels

Quartz: “Customers may love their Teslas—but servicing them is a cumbersome chore. Almost 30% of those polled said they could not get a service appointment within 10 days, and 22% said their problem wasn’t resolved on their first visit. Seventeen percent said they had to go back three times or more to resolve their issues. It’s something Tesla will need to address as it ramps up production of its Model 3, its first mass-market car.”

“Tesla will need a Genius Bar equivalent if sales projections prove accurate. While electric cars are still a small sliver of the US car market, they’re growing. Tesla reportedly has a backlog of reservations for the Model 3 that is near 500,000. The company will have to … ensure that it has enough routine customer support, and hold the hands of tens of thousands of newbies. It’s imperative because unlike an MP3 player, a working car, for most drivers, is a daily necessity.”

“Of course Tesla’s support network may not look like a Genius Bar at all.” JB Straubel, Tesla’s chief technology officer, explains: “We’re deploying a mobile service strategy to take 80% of the cars and fix them where it’s convenient to the customer. Not at our location, at their location. Make it invisible to them.”

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