Would you put down a $1,000 deposit to buy something you haven’t even seen? For fans of Tesla Motors, the answer isn’t only yes, but also that they will happily camp out for hours to ensure a favorable position on the company’s waiting list.
On Wednesday, lines began to grow outside Tesla showrooms around the United States and Europe ahead of the electric carmaker’s unveiling of the Model 3, which is expected to cost $35,000. The lines — reminiscent of what Apple has previously drawn for product launches — speaks to the anticipation of Tesla’s most affordable vehicle yet. Tesla has long said its mission is to speed up the arrival of sustainable transportation; yet so far, its cars have been affordable only to the affluent, with price tags sometimes reaching over $100,000.
On social media, some observers reported lines of hundreds at locations ranging from Natick, Mass., to Austin and Stockholm. In Montreal, a line wrapped around a block, despite the rain.