Why Tesla keeps fighting for direct sales when it could just work with dealers
J Thoendell stashed this in Cars
While there's nothing stopping Tesla from working with franchise owners, said Karl Brauer, an analyst at Kelley Blue Book, the company has a huge stake in maintaining control over its brand. As a relatively new entrant to the auto market, Tesla can't afford to see its image and customer experience splinter into thousands of pieces.
"I think Elon wants to have full control of having the cars retailed through a system he has total say over," Brauer said. "And, two, I think he enjoys the concept of upsetting the apple cart; he enjoys knowing that he's breaking existing conventions on every level."
In other words, Musk isn't just content with introducing a fancy new product. He wants to change the shape of the entire auto industry.