Tesla sales, service center in Superior opens at last

SUPERIOR — The Tesla Inc. (Nasdaq: TSLA) showroom in downtown Superior has opened after roughly two years of planning and construction.

The Silicon Valley-based electric-car maker’s newest Colorado outpost began to welcome customers Tuesday, a Tesla employee who declined to be quoted on the record told BizWest Wednesday.

Curious motorists will have to wait a few days before taking a Tesla for a spin at the Superior showroom, as test drives will not be offered until around Friday.

Approved by Superior town leaders in early 2018, the 22,000-square-foot sales and service center at the corner of McCaslin Boulevard and Marshall Road was initially expected to open in spring 2019. 

The building sat mostly dormant and nearly entirely built for months.

The fate of the Superior facility was in doubt after Tesla announced in early 2019 that it would attempt to cut costs by shifting its sales strategy away from brick-and-mortar dealerships. However, Tesla has since filed documents with the U.S. Securities and Exchange Commission suggesting that it had decided against such a drastic move away from physical dealership spaces. 

The Superior showroom will be the first Tesla dealership to operate in the Boulder Valley since the company moved its Boulder location to Denver in 2011. Tesla also has Colorado dealerships in Littleton and Lone Tree. 

A Tesla spokesman acknowledged receipt of a request from BizWest for more details on the new showroom Wednesday, but additional comments were not provided.

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