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32Tesla VP: "I want people to want the car, I don't want to sell them the car"

Tesla Motors has taken on the huge challenge of reinventing the car shopping experience – while at the same time delivering what consumers are used to getting when they buy electronic products such as an iPhone. Since 2008, Tesla has opened about 25 retail stores and galleries in North America where consumers can learn about the company's all-electric offerings, and sometimes a test drive, before placing an order.

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