American electric car producer Tesla has opened its first dealership in the UK, opting for the glitzy surroundings of London's Westfield Shopping Centre in White City to flog its stylish plug-in vehicles.
The new store features interactive displays and design studios, which enable customers to create their own Model S and allows passers-by to virtually interact with the cars in a relaxed, shopping environment.
It is a bold move from founder and CEO Elon Musk, who is clearly approaching car sales in a different angle to many other manufacturers. Musk said at the launch: "Tesla is taking the UK market very seriously, and there are more stores and service centres to come.
"We're also going to establish a Supercharger network so Model S customers will be able to drive long distances anywhere in the UK using our network for free, forever."
Following the launch of the new London store, the firm has also announced that prices for the on-road Model S in the UK will start from £49,900, which includes the £5,000 government incentive.
The Tesla Model S has been widely praised by early adopters and journalists alike, with its stylish saloon design and four-door practicality a first in the electric car market.
"It is, without doubt, the best of its breed (of which there are few) and for a select niche, it will make financial as well as environmental sense."