Tesla CEO Elon Musk’s latest move to sell cars online only is shaping up to be one of his biggest challenges
Elon Musk has long defied automotive-industry convention. Now, the Tesla Inc. chief executive’s latest strategic shift will be one of his biggest challenges: persuading mainstream consumers to purchase cars online the way they buy books or clothes.
Mr. Musk made clear the move to start selling Tesla cars only over the internet was borne of necessity. Tesla needs the savings it will get from closing stores to cut the price of its Model 3 sedan—the Silicon Valley auto maker’s bid to go from niche to mass market—down to $35,000...
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