Prospective electric auto buyers in Dallas will get a chance to see Tesla Motors (TSLA) cars up close this week.
TSLA is opening its first “gallery” in the Texas city on Friday. The electric automaker is calling the location a “gallery” and not a showroom because consumers cannot actually purchase TSLA vehicles through the “gallery.” Texas law forbids manufacturers to sell automobiles directly to consumers, mandating that they be sold through dealerships instead. Thus, the 3,000-square-foot TSLA “gallery” will simply demonstrate to consumers how the electric vehicles work and provide information, The Dallas Morning News notes.
A TLSA spokesperson says that galleries raise brand awareness for the automaker. TSLA does not use dealers to sell its vehicles, but attempts to persuade Texas lawmakers to change the law have proven unsuccessful.
TSLA is battling for the right to sell its vehicles direct to consumers in a number of states and has recently scored some victories against state automobile dealer associations, which roundly oppose loosening restrictions on direct car sales.
In Thursday morning trading, Tesla stock climbed about 2%. TSLA stock closed at $227.12 a share on Wednesday.
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