Attachment 2
Operating Characteristics of six EV Showrooms in the Bay Area Report Date: March 21, 2024
Given that cities did not have an explicit regulatory framework for EV showrooms, Staff visited the following “showrooms” in the Bay area to investigate size and operating characteristics:
Showroom Estimated Area
1. Tesla, 333 Santana Row #1015, San Jose, CA 95128 ~ 5,000 ft²
2. Tesla. 660 Stanford Shopping Center #359B, Palo Alto, CA 94304
~1800 ft²
3. VinFast, 1733 Fourth St, Berkeley, CA 94710 ~3800 ft²
4. VinFast, 1506 Redwood Hwy, Corte Madera, CA 94925 ~1800 ft²
5. Lucid, 1802 Redwood Hwy, Corte Madera, CA 94925 ~ 5,000 ft²
6. Polestar, 1700 Redwood Hwy, Corte Madera, CA 94925 4033 ft² Key Points:
- Main purpose of the showrooms is to test drive vehicles and help with purchases which is done online. - Vendors do help with customizing vehicles if that is needed by the customer - The majority of EV Specialty dealers are direct-to-consumer, but some are moving to have additional sales and test driving with traditional auto dealerships. - When a vehicle is purchased, most require pick up at a secondary warehouse location in the Millbrae area or South San Francisco area.
1. Tesla
Address: 333 Santana Row #1015, San
Jose, CA 95128
Day Visited: 03-01-2024 Time: 11:30 am
Website: Electric Cars, Solar & Clean Energy | Tesla
Location Features:
- 3 Vehicles for show
- 30 vehicles for test driving – 10 spaces are
dedicated to them on the first floor of the
parking structure behind the showroom and, 20
on the fourth floor
- Video game area
- Benches along the walls
- 6 Wall Displays (vehicle exterior and
interior parts, batteries, chargers, etc)
- Tables with computers
- Staff uses (office, Locker room,
Kitchenette, restroom, storage, Technology)
Business Model: Direct-to-customer
- Events: Every couple of months with consumers and employees. - Sale: Customization of the vehicles and standard models - Charger: Sold Extra Charge, recommended professional installation - Busiest day: Saturday
- Test Driving: Online and walk in, 30 mins, Customers go alone or with staff based on preference – walk through how to drive the vehicle.
- Vehicle Purchase: Pick up in from Fremont or headquarters or delivered to the home Customers: Affordable EV Vehicle, all ages and backgrounds Outdoor
Inside:
Model:
2. Tesla
Address: 660 Stanford Shopping Center #359B, Palo Alto, CA 94304
Day Visited: 03-05-2024 Time: 3 pm
Website: Electric Cars, Solar & Clean Energy | Tesla
Location Features:
- 2 Vehicles for show
- 11 vehicles for test driving – In the regular
Parking lot (some parked in front in the
loading area)
- Tesla robot
- Tables with computers
- 4 Wall Displays (vehicle exterior and interior
parts
- Staff uses (office, Locker room)
Business Model: Company to Dealer to customer and Direct to customer - Events: None
- Sale: Customization of the vehicles and standard models - Charger: Sold Extra Charge, recommended professional installation - Busiest day: Saturday
- Test Driving: Online and walk in, 20 mins, Customers go alone due to short staffing – walk through how to drive the vehicle with a video
- Vehicle Purchase: Pick up in from Fremont or headquarters or delivered to the home Customers: Affordable EV Vehicle, all ages and backgrounds Outdoor
Inside:
Model
3. VinFast
Address: 1733 Fourth St, Berkeley, CA 94710 Day Visited: 03-05-2024 Time: 3 pm Website: VinFast
Location Features:
- 2 Vehicles for show
- 4 vehicles for test driving – In the regular
Parking lot but spaces are dedicated to them
- Tables with computers
- Merchandise
- 2 Wall Displays (vehicle exterior and interior
parts
- Staff uses (office, Locker room,
Kitchenette, restroom, storage,
Technology)
- Customer access (Restoom, consult room,
& Showroom)
Business Model: Company to Dealer to customer and Direct to customer - Events: Company events every 6 month
- Sale: Customization of the vehicles
- Charger: Sold Extra Charge
- Busiest day: Saturday
- Test Driving: Online and walk in, 20 -60 mins, Customers go alone due to short staffing - Vehicle Purchase: Pick up in Port of Oakland or Richmond warehouse, or at the showroom location Customers: Families
Notes:
- Ability to do a test drive was very important in deciding the location of the store -The charges outside are only able to charge 2 vehicles at a time but there are 4 vehicles set aside for test driving.
- Tesla will be opening in the next storefront.
Outdoor
Inside
Model
4. VinFast
Address: 1506 Redwood Hwy, Corte Madera, CA 94925 Day Visited: 03-07-2024 Time:11am Website: VinFast
Location Features:
- 2 Vehicles for show
- 4 vehicles for test driving – In the regular
Parking lot but spaces are dedicated to
them
- Couch
- Tables with computers
- Merchandise
- 3 Wall Displays (vehicle exterior and interior
parts, screens with slide show, clips, pricing,
etc.)
- Staff uses (office, Kitchenette, restroom, storage,
Technology)
Business Model: Direct to customer
- Events: Company events every 6 month
- Sale: Have standard fleet but also customize vehicles - Charger: Sold Extra Charge
- Busiest day: Saturday
- Test Driving: Online and walk in, 20 -60 mins, Customers go alone due to short staffing - Purchased Vehicles: Pick up from warehouse
Customers: Luxury Vehicle
Notes:
- They noted that there was interest in Rivian to get a northern California location. Rivian prefers restoring older buildings for their show rooms.
Outdoor
Inside:
Model
5. Lucid
Address: 1802 Redwood Hwy, Corte Madera, CA 94925 Day Visited: 03-07-2024 Time: 12 pm Website: Lucid
Location Features:
- 2 Vehicles for show
- 4 vehicles for test driving – In the mall regular
Parking
- Couches
- Tables with computers
- Merchandise
- Customer access (Restoom, Showroom)
- 5 Wall Displays (vehicle exterior and
interior parts, screens with slide show,
clips, pricing, etc.)
- Staff uses (office, merch room,
Kitchenette, restroom, storage,
Technology)
Business Model: Company to Dealer to customer and Direct to customer - Events: Company events every 6 month
- Sale: Customization of the vehicles
- Charger: Sold Extra Charge
- Busiest day: Saturday
- Test Driving: Online and walk in, 20 -60 mins, Customers go with a staff member. - Purchased Vehicles: Pick up in Millbrae
Customers: Luxury Vehicle
Notes:
- They noted that Fisker will be opening a location in the mall in July.
Outdoor
Inside:
Model
6. Polestar
Address: 1700 Redwood Hwy, Corte Madera, CA 94925 Day Visited: 03-07-2024 Time: 3 pm Website: Polestar Marin
Location Features:
- 2 Swiss electric bicycles (Cake)
- 3 Vehicles for show
- 3 vehicles for test driving – In the mall regular
Parking
- VR area
- Benches along the walls
- 2 Wall Displays (vehicle exterior and interior
parts
- Staff uses (office, Locker room, Kitchenette,
restroom, storage, Technology)
- Customer access (Restoom, consult rooms
(2), Showroom, vehicle handover room)
Business Model: Company to Dealer to customer and Direct to customer - Events: Company events every 6 month
- Sale: Customization of the vehicles
- Charger: Sold Extra Charge
- Busiest day: Saturday
- Test Driving: Online and walk in, 20 -60 mins, Customers go with a staff member - Purchased Vehicles: Pick up in a traditional dealership with the stock Customers: Luxury Vehicle
Notes:
- Talked to the Town of Corte Madera, they classified the use as retail sales, because it was outward facing of the mall the plans had to go through planning commission. Normally the mall would be the only group that would need to ok the establishment.
- Day of visit there was a company event for World Women’s Day so the room was set up for the event and not the vehicles.
Outdoor
Inside:
Model