Tesla’s India showroom whispers what ads can’t say

The news cycle for the past few days has been buzzing about ‘Tesla has arrived’. But I'd like to explore on how it arrived.

For a company that's famously averse to advertising, the way Tesla designs its stores tells us more about what it stands for than any marketing campaign ever could. Their first ever showroom in India, opened in Mumbai, will be most people's first real encounter with the brand, making it their most important statement in the country.

With its launch last week, I decided to visit this new location at BKC to see what story they were telling through this space. What I found was distinctly, defiantly Tesla.

Breaking the clutter code

Let's face it. Indian car showrooms are cluttered affairs — too many posters, too many pamphlets, too many eager staff wanting your contact details before you can get any answers. It's a sensory assault that's become so normalised we barely notice it anymore.

Tesla's space, by contrast, is bare; almost too bare.

There are just three versions of the same car in different colours. There is barely any seating. Blank walls showcase simple images of Tesla vehicles in different settings. There is a lone standee on home charging next to each car and a Tesla charger on display to complete the minimalist tableau.

This approach isn't entirely new, of course. Premium brands have long embraced minimalist retail environments that let products take centre stage.

What's interesting is seeing this approach applied to the traditionally maximal Indian automotive retail landscape, where Tesla's restraint feels almost rebellious.

The anti-pitch approach

Traditional dealerships operate on an outdated premise — that customers arrive uninformed, needing to be educated and convinced. But an Accenture study has shown that by the time someone walks into a showroom today, they've already done extensive research.

The showroom visit isn't an information gathering exercise; it's confirmation of what they already know and a place for reassurance of questions and doubts. Tesla understands this fundamental shift.

Its sales staff aren't there to push cars; the cars are there to sell themselves. Instead of plush seating designed for lengthy negotiations, there are quick high chairs to stand around while discussing colour options.

Images on walls don't explain technical specifications but showcase what the Tesla lifestyle looks like, helping you imagine yourself in it.

There is no forced navigation, no mandatory detail sharing before you begin exploring.

When staff do engage, they don't deliver sales pitches but conversations. They focus on features, what people actually care about, not specs.

This isn't a dealership. It's a showroom in the purest sense.

Evolution of confidence

This minimalist, conversation focused approach works precisely because of where Tesla stands today in its brand journey. The sparse showroom isn't a cost cutting measure, it’s a statement of confidence.

Not so long ago, Tesla showrooms globally were educational spaces with battery cutaways and technical displays. This wasn't just informational, it was necessary. They had to convince a sceptical public that electric vehicles (especially theirs) were viable, reliable and worth considering.

Today's Tesla doesn't need to prove itself anymore. The BKC showroom in India reflects a brand with enough cultural cachet that their products can essentially sell themselves. The educational mission has given way to a more confident, lifestyle focused approach that complements the silent salesperson strategy.

This evolution reveals a fundamental truth about brand experiences: they should reflect where your brand stands in its journey.

For Tesla in 2025, that means confidence bordering on arrogance — a space that says, "We know you already want this. We're just helping you choose which one."

Spaces that speak volumes

So, is the takeaway simply that minimal is the way forward? Not quite.

Having observed brand experiences across markets and industries, I can say with confidence that what works for Tesla wouldn't necessarily work for everyone.

Tata.ev's flagship store in Gurugram emphasises sustainability, community, and technology, to provide an immersive experience to customers. Source: Tata Motors.

BMW's Penthouse in Beijing feels like a five-star hotel, creating a luxury destination. NIO builds community spaces where people want to linger, Tata.ev's flagship is an interactive playground to make the complex world of EVs tangible and approachable.

The lesson isn't about minimalism versus maximalism, but authenticity. Tesla's showroom works because it's genuinely Tesla - uncompromising, focused, slightly aloof, yet undeniably compelling.

For brands across industries, the message is clear, though perhaps uncomfortable.

In an age where digital experiences often dominate consumer interactions, physical spaces need to work harder to justify their existence.

Your physical experience must deliver a strong perspective on what makes your brand special. Not necessarily about what makes you better, but what makes you, you. They need to offer something that can't be replicated on a screen — a feeling, an atmosphere, a moment of clarity.

In a market known for its noise, Tesla's quiet approach might just be the loudest statement of all. And that's something worth listening to.

- Suchit Kakar, senior strategist–experience, Landor