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Tesla challenges BMW on home turf as Germans go electric

The 2013 Frankfurt auto show: More than 1,000 auto exhibitors are showing of their latest at the Frankfurt auto show in Germany. Check out a baby carriage on auto wheels, a $3 million car and more that the attendees get to see.
By Dorothee Tschampa,

Sept. 12 (Bloomberg) — Tesla Motors Inc., the electric- vehicle maker led by billionaire Elon Musk, is pushing beyond the friendly confines of California to take on the world’s biggest luxury-car brands in their home market.

Tesla will have six stores in Germany after adding locations in the coming months in Berlin and Stuttgart, home to Mercedes-Benz parent Daimler AG. The start-up already has sales centers in Frankfurt, Dusseldorf, Hamburg and Munich, Bayerische Motoren Werke AG’s hometown.

Tesla is hitting the autobahn just as the German Goliaths start selling their own electrics from dealer networks with hundreds of stores. Musk will also need to win over buyers who traditionally have been loyal to homegrown brands.

“The European home turf belongs to the likes of Daimler, BMW and Audi,” said Bryan Batista, Tesla’s European sales director. “We’re confident that we have a product that stacks up very well.”


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