Dive Summary:

• Electric car company Tesla's Model S is now the third biggest selling luxury car in California—outselling established rivals like Porsche and Jaguar—thanks largely to an unconventional marketing technique.
• Instead of using traditional showrooms along main roads, Tesla locates its showrooms in small shops at shopping malls, picking up customers who weren't even on the market for a new car before they walked by the store.
• Forbes contributor Siimon Reynolds suggests that Tesla's success could signal the beginning of a new marketing trend that sees brands branching out in exciting ways to bring themselves to customers.

From the article:

... I’m not suggesting you open a retail store necessarily, but rather that you look at the bigger idea at work here; getting physically closer to your potential customers, so that they are more likely to consider your product or service. ...