1.
0 ABSTRACT
New technology in any field takes a few versions to optimize before reaching the mass
market. In this thesis I am designing an electric car showroom for Tesla motors. The
focal point of this project is to improve the car showroom experience of a customer.
Tesla’s mission is to accelerate the world’s transition to sustainable energy. Tesla was
founded in 2003 by a group of engineers who wanted to prove that people did not
need to compromise to drive electric that electric vehicles can be better, quicker and
more fun to drive than fuel cars.
The upcoming car buyers are looking for flexibility and speed in their deals. Tesla has
started selling cars directly to the buyer without any middle dealership, that way
buyer also saves while purchasing the vehicle. In this direct manufacture and buyer
way of selling car improves the buying experience for the buyers.
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0.2 INTRODUCTION
▪ A Showroom is a large space used to display products for sale. It is a retail store of
a company in which products are on sale in a space created by their brand /
company.
▪ Car showroom is where the company showcases the cars, provides information
about the same, one can take test drive of car which they are interested in also
where all paperwork related to new car(purchase)is done.
▪ Motored vehicles in human life dates back long ages. From being just luxury piece
for owners back in its early days, an automobile has grown in role, slowly turning
itself into a necessary member of every family.
▪ There is no specific type of a car showroom like indoor or outdoor, it can be fully
indoor or partially indoor partially outdoor kind.
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2.1 Where are these car showrooms located?
▪ Car showrooms are usually located in high end areas, on main roads (busy
streets) where pass by people can see showroom regularly. Also, near busy
areas where it gets more attention. The type (worth) of car also determines the
locality of the showroom.
CITROEN FLAGSHIP SHOWROOM, PARIS.
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FERRARI SHOWROOM, MILAN.
TOYOTA, JAPAN.
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TESLA MOTORS, HONGKONG.
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0.3 AIMS AND OBJECTIVES
3.1 AIMS
▪ The aim of this thesis is not just selling a car but also selling the car showroom
experience to the customers.
▪ To provide a one of its kind of a car showroom for launching the first electric
car by TESLA in INDIA.
▪ To spread awareness about sustainability and reduction of carbon footprint.
▪ To help India achieve its goal of going completely electric with respect to
automobiles by 2030.
▪ To give a customer sense of pride, sense of betterment and sense of
responsibility by purchasing a TESLA. which is a step forward for betterment
for our country.
▪ To focus towards exploring interior space in a way that would help in making a
showroom standout from others.
▪ To create an effective showroom experience by incorporating technology,
making display the focal point.
▪ A brand like Tesla, which is already the top-ranking car company, can increase
the growth in India.
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3.2 OBJECTIVES
▪ The selected site is located in Ceejay House, which is one of the finest
commercial buildings in South Bombay.
▪ The site is located on a route with heavy traffic, as it is used by everyone who
travels from South Bombay to the Suburbs or vice- versa. Hence, it will grab
the attention of the people passing by.
▪ In the car showrooms, lighting is a very important design element. The use of
lighting can greatly enhance the brand awareness and recognition of the car.
▪ Good lighting design can highlight the car’s colour, texture, and lines. At the
same time, the lighting itself should have a high sense of design, simple,
modern, unique lighting can well match the car’s high-end display.
▪ To make sure there’s breathing room between cars. A car is a major purchase
for a family, and regardless of budget, customers like to feel like their choice is
special. Having fewer vehicles in the showroom makes those chosen cars stand
out even more because they aren’t just “part of the crowd.”
▪ To make an effective showroom experience by using technology like, keeping
digital display unit at each car that has detailed information about that car as
well as other cars.
▪ To make sure the main focus should be on the car not on panelling or on walls
it should complement the display and to make entire look cohesive.
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0.4 HISTORY AND BACKGROUND
4.1 History of Tesla Motors
▪ TESLA MOTORS, is an American electric vehicle and clean energy company
based in Palo Alto, California. The company specializes in electric vehicle
manufacturing, battery energy storage from home to grid scale and, through its
acquisition of SolarCity, solar panel and solar roof tile manufacturing.
▪ Tesla Motors was founded in July 2003 by engineers Martin Eberhard and
Marc Tar penning. Elon Musk, who formerly served as chairman and is the
current CEO, said that he envisioned Tesla Motors as a technology company
and independent automaker, aimed at eventually offering electric cars at prices
affordable to the average consumer.
▪ After 11 years in the market, Tesla ranked as the world's best-selling plug-in as
well as best-selling battery electric passenger car manufacturer by cars sold in
2019, both as a brand and by automotive group, with a market share of 17% of
the plug-in segment and 23% of the battery electric segment. Tesla global
vehicle sales increased 50% from 245,240 units in 2018 to 367,849 units in
2019.
▪ On March 9, 2020, the company produced its 1 millionth electric car. As of
March, 2020, the Model 3 ranks as the world's all-time best-selling plug-in
electric car, with more than 500,000 delivered.
• Tesla Motors has stopped the dealership sales model based on the idea that
dealerships do not properly explain the advantages of their cars, and they could
not rely on third party dealerships to handle their sales. However, in the United
States, direct manufacturer auto sales are prohibited in almost every state by
franchise laws requiring that new cars be sold only by dealers. In response,
Tesla has opened city centre galleries where prospective customers can view
cars that can only be ordered online. These stores were inspired by the Apple
Stores. Tesla's model was the first of its kind, and has given them unique
advantages as a new car company.
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4.2 History of Car Distribution
▪ A car dealership or distribution is a business that sells new or used cars at the
retail level, based on a dealership contract with its sales subsidiary. It employs
automobile salespeople to sell their automotive vehicles. It may also provide
maintenance services for cars, and employ automotive technicians to stock and
sell spare automobile parts and process warranty claims.
▪ Most automotive manufacturers have shifted the focus of their franchised
retailers to branding and technology. New or refurbished facilities are required
to have a standard look for its dealerships and have product experts to liaise
with customers. Audi has experimented with a hi-tech showroom that allows
customers to configure and experience cars on 1:1 scale digital screen. In
markets where it is permitted, Mercedes-Benz opened city centre brand stores.
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5.0 NEED OF TOPIC AND FUTURE SCOPE
5.1 NEED OF CAR SHOWROOM
▪ The car showroom remains now, and forever will be, the best place for a
customer to get their hands on the potential products they’re buying. A screen
won’t let you do that. Whilst research and creative ideas can be accomplished
online, it is only by visiting a showroom that one can properly understand how
the actual car looks like, the build quality, can make some changes or not,
customization, actual feel of exterior and interior of the car.
▪ It’s most ideal place to create the ideas, the dreams for a customer to by the
car (product). The car showroom is the single best place to demonstrate the
customer the standards that company works to both in the realms of a car and
craftsmanship. Make it a place that when people walk in it takes them by
surprise and get their interest. Many customers are going to spend lakhs of
money on the car. It makes them spend that money a little bit less painfully if
they can get excited about the purchase.
▪ There is always someone to help with the doubts, information about cars which
the company manufactures. Also, to help with the buying process and
paperwork.
▪ Car showrooms are some of the easier retail premises to accommodate social
distancing. They are generally spacious with outdoor areas, and can easily allow
measures such as one-way walkways, shielding, and contactless transactions.
▪ Many people were unable to take delivery of new vehicles or shop around as
their finance and lease deals came to an end before lockdown, and re-opening
showrooms will allow this demand to be fulfilled. Further, research suggests
that many drivers who don't own a car are now thinking about getting one to
help them make essential journeys safely.
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▪ Technology and Choice
Electric cars reduce emission, including reduced usage of fuel, is another pro
for all electric vehicles. Use of electric car is going to be needed in near future.
▪ Renewal
Allowing buyers to return to showrooms will speed up the
replacement of older, more polluting vehicles with the latest, cleanest
technology. With every new model to market emitting on average 8.3% less
CO2 than those they replace, boosting fleet renewal will support a greener
recovery for the INDIA.
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6.0 CASE STUDIES
6.1 DIGITAL CASE STUDIES
Volkswagen Showroom
▪ Location: Poland, Europe.
Warsaw (Capital of Poland), Poland, Europe.
▪ Designed by: Mode Lina studio from Poznan.
Front façade of the showroom
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Floor plan of a car showroom.
▪ Concept
In this showroom volkswagen created a space where one can feel as a home.
Uniquely named it as volkswagen home. Where costumer will feel like home.
▪ In a prestigious Karol Kowa business park in Warsaw, Mode: Lina studio
designed the first such Volkswagen concept store in the world. The energy of
the city of Warsaw is an ideal match to the design of Volkswagens newest cars-
also full of energy, vibrant and ideally in line with the city and its vibe.
▪ Using the 200sq meters space, they have created an intimate area which
combines a homely atmosphere.
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In above image they have displayed different finishes, colours in which the vehicles are
going to be available.
They have highlighted a particular area to seek attention from a customer, to only
look at that particular model. By using different flooring which goes all the way to the
ceiling.
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A small meeting room, with acoustic panel from inside.
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Observation
▪ They have coupled the use of wood and real moss in the showroom.
▪ It’s an open false ceiling where all ducts, electrical wires are painted black, to
create a height.
▪ Lighting: Hanging panel lights, custom made panel lights, spot lights are used.
▪ Colour palette: Grey, shades of brown, white, blue, green.
▪ On walls wooden panelling is done which adds length to the showroom area.
Critical analysis
▪ Lights are placed in a manner that they enhance the concept of the showroom.
▪ In meeting room not, a single storage unit is placed to keep file, paper work.
▪ Not a computer/ laptop to guide the customer.
▪ The colour palette is very pleasing to the eyes.
▪ The overall look of the showroom is very fun, light and specious.
▪ Technological inspirations complement the homely atmosphere and are further
seen in the minimalistic form of lighting.
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6.2 DIGITAL CASE STUDY
GRAZ SHOWROOM
▪ LOCATION: Tokyo, Japan.
▪ Designed by: Studio NAP.
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▪ This showroom is unique in its own way, where on first floor there is a car
showroom and on second floor the owner of the car showroom lives.
▪ It’s designed in that matter where the owner wanted his own showroom within
the same building. This feature a combined residence and showroom that must
be envy of every car person.
GRAZ first floor plan. Image: NAP studio
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▪ In the car showroom, named GRAZ, the hexagonal rooms provide area for cars
to showcase them. That vary from convertibles to 4*4s. There is also a client
lounge and a meeting room.
▪ The reinforced concrete building with a total floor space of 348 square meters
consists of two open-plan floors.
▪ Both floors are divided into a honeycomb like network of hexagonal- shaped
rooms that are connected by triangular arched openings.
▪ An external staircase allows the residence people to access the second floor in
the building directly.
▪ In addition to the large arched openings inside the structure, large openings
around the perimeter of the building lead to the surrounding terraces, which
provide natural light and ventilation.
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▪ The GRAZ showroom offers people an unconventional environment for a
viewing a car.
▪ About colour palette: shades of brown, grey’s, and adding shine with gold, pop
of blue.
▪ Floorboards were made from the wood of Asia quince trees.
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Critical Analysis:
▪ As both the floors are divided onto a honeycomb like network of hexagonal
shaped rooms that are connected by triangular arched openings that is why
there is enough natural light in the showroom area.
▪ Also, because of large arched openings inside the structure, large openings
around the perimeter of building lead to provide ventilation.
▪ This kind of showroom is very unique which is the main reason why people
can get attract to visit the showroom.
▪ The front façade of the build is fully packed/ closed which is not really good for
branding of the showroom.
▪ Many times, first impression of a showroom is done by how pleasing the front
façade is.
▪ The shape of the rooms (partitions) in the showroom are triangular so
whenever one car is moving out of the showroom or keeping it in the
showroom at least two other cars need to come out to get the inside car out.
▪ The walls were designed to harmonize with the metallic finish of the cars by
mixing Sakura River pebbles to create a half-stone, half -earth finish, an organic
look that contrasts with the smooth stone or metal panels that are usually
found in car showrooms.
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6.2 LIVE CASE STUDY
Hyundai Showroom
LOCATION: Kandivali, Mumbai, India.
Kesar Ashish, Shop no 4,5,6 building, New Link Rd, Mahavir Nagar, Kandivali West,
Mumbai, Maharashtra 400067.
Ground floor plan
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First floor plan
The building structure is frame RCC structure and about 7-year-old.
Existing showroom is by Hyundai motors which is their one of the main showrooms
in Mumbai. They have showroom on ground floor and the main office on the first
floor.
About Neighbourhood: The site is located on new link road. On right side of the site
there is Volkswagen automobile showroom which is nearly 3000sqft. And on left side
there is a dedicated hospital for neurological section (WINS). On same line there are
two more Multi speciality hospitals.
On linking road there are many restaurants, clothing outlets, Cafe’s so it is well busy
road. As the road is very much occupied by commercial stores there also residential
buildings around, just after almost every one commercial shop behind that there is a
residential area. People also visit the road for so many reasons and as the road is full
of brand outlets people tend to spend more time there.
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The front façade on the building is faced to west side so not much sunlight falls on
the façade. After footpath there are five steps and slope that means 750mm high from
footpath. The steps are covered with marble and slope is covered with plates of
marble. At the back side of the showroom there is a residential high story building.
Where they have podium parking available. For this particular showroom 4 parking
slots are assigned.
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Slope created for cars to move inside the showroom
Display area
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Lounge area Training room
Office on first floor
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Observations
▪ The reception had nice subtle touch to it, as one enters, they would be
welcomed by the company’s logo and latest car beside.
▪ To make sure the main focus should be on the car not on panelling or on walls
it should complement the display and to make entire look cohesive.
▪ They have mainly used white colour in the interior space to highlight more on
the car display.
▪ They have created a small lounge where they have displayed car accessories so,
one can have look at it while discussing about the purchase of the car.
▪ They also have training room where they train new sales person or office staff
about their work.
Critical Analysis
▪ The location of the site is easily accessible as it is located on the main road.
▪ The showroom maintained uniform colour scheme throughout (white, grey,
brown).
▪ There is stand-alone display beside each car containing information about that
specific car.
▪ There are enough lights in every corner of the showroom.
▪ They have placed direct lights above car display which is causing direct
reflection on the displayed car which will not highlight the car in all directions.
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0.7 DATA COLLECTION
7.1 ANTHROPOMETRY
Additional clearances should be provided whenever possible to accommodate a larger
variety of vehicle of a car sizes and driver abilities. Measuring the inner and outer
radii of the 180degree turn, a minimum inner radius of 4.39m and minimum outer
radius between 6-6.7m should be provided.
Showrooms have double doors which can be opened wide enough to accommodate a
vehicle. The doors are propped open, or else a salesman or two are recruited to hold
them open.
Then, a designated person drives the vehicle through the somewhat narrow opening.
Getting out can be more difficult, as the existing vehicles may need to be shuffled to
provide a clear path to the door.
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7.2 Tesla car details
▪ Model 3
Ground clearance is 155mm.
Size: 4694 x 1850 x 1444 mm
(length x width x height)
Weight: 1,700Kg.
▪ Model Y
Ground Clearance is 167mm.
Size: 4749 x 1920 x 1623mm
(length x width x height)
Weight: 2,003Kg.
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▪ Model X
Ground clearance is 140mm.
Size: 5036 x 2000 x 1684mm.
(length x width x height)
Weight:2,400Kg.
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▪ Model S
Ground clearance is 120mm.
Size: 4980 x 1964 x 1440 mm.
Weight:2,107Kg.
▪ Roadster
Ground clearance: 120mm.
4200 x 2000 x 1250 mm.
Size: (length x width x height)
Weight:1,300Kg.
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7.3 Ramp for Cars
▪ Car ramps for low clearance cars the key to this is the length. Longer ramps
will have a shallower angle and therefore will reduce the potential risk of
damaging bumpers or bodywork when driving up onto them. If vehicle has a
lowered ride height, there’s a good chance that the original jack that came with
it will no longer fit underneath, as well. It is possible to buy specialist low-
profile jacks designed for lowered or modified vehicles, but to make sure to
check the minimum height first before purchasing.
▪ Gradient of a slope is measure of how steep slope is, the greater the gradient
the steeper the slope is, smaller the gradient the smaller the slope is.
▪ The minimum gradient for a car ramp should not be less than 1: 5, whereas,
the maximum gradient should not be more than 1: 10.
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7.4 Car lifting platforms
SPEED BUMP
Remind the driver to stop the car in the safe range when parking, you can feel the
vibration if the car is beyond this range, which can ensure the safety of the driver and
car.
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HYDRAULIC MOTOR
The hydraulic motor has incredible features: small, compact structure, lightweight,
highly efficient, great working pressure, reliable performance, and no leaks
CONTROL BUTTON
Control button that MORN adopted is IP65 grade with good performance and easy
control. It controls the lifting and lowering of the platform, as well as the tilt of the
platform by press-release and press-hold modes.
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HYDRAULIC CYLINDER
MORNLIFT develops its own brand hydraulic cylinder. MORN hydraulic cylinder has
outstanding features, including smooth working performance, heavy workload, hard-
wearing parts and so on.
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7.3 Anthropometric data
Standard Reading angle of standing person.
Standard reading angle
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7.6 What is a car turntable?
A car turntable is a rotating platform designed for use by a car; they can be
motorized or manually rotated and are usually installed in a driveway or in a garage
floor. They rotate a motor vehicle to facilitate its easier or safer egress.
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What is a car turntable used for?
A car turntable can be used for all kinds of purposes. Display your latest model at an
auto show, take beautiful pictures of your car stock in no time or have your designers
evaluate concept cars. They rotate a motor vehicle to facilitate easier and safer
movement. They are available in various size ranging from a diameter of
approximately 1 meter to 30 meters.
The direction of rotation can be controlled as well as speed at which he turntables
rotates.
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8.0 SITE SELECTION
(MODI MOTORS SHOWROOM)
WORLI, MUMBAI
INDIA
MUMBAI
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WORLI
SITE
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SITE LOCATION: Worli.
SITE ADDRESS: Ceejay House, Ground Floor, Shiv Sagar Estate, Worli, Mumbai
400018.
The structure is located along the main road (Dr Annie Besant Road).
Owner: The site is owned by JLR and leased to Modi Motors.
Neighbouring Places:
1) Atria Mall – Opposite Ceejay House (50 meters away, 1 min. walk).
2) Shiv Sagar Estate (60 meters away, 1 min. walk).
3) Nehru Planetarium (500 meters away, 5 min. walk)
ABOUT SITE:
The showroom is owned by JLR and leased out to Modi Motors. Currently the
showroom is divided into two parts, for jaguar and land rover both owned by parent
company, Tata Motors. The showroom is located in Ceejay House, located in South
Mumbai and the structure is built by Talati and Panthaky Associates
ACCESSIBILITY
The site is located along the main road (Dr Annie Besant Road)
Nearest bus stop is less than 50meters away, nearest station is lower Parel which is
about 6km away. The international airport is about 20kms away.
The site is located on Dr Annie Besant Road, which is very busy road used by all those
who travel from South Mumbai to the suburbs. That is why showroom gets lot of
attention from passing by.
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Site Layout:
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OBSERVATIONTS
The site provides parking facility for the people working in the building as well as the
customers who visit the showroom.
The face of the site had full height windows (from lintel) on all three sides.
Modi Motors Showroom – Façade (Land Rover side)
View as one enters the showroom
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Range Rover’s display area
Jaguar’s display area
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Modi Motors Showroom – Façade (Jaguar side)
SURROUNDING CAR SHOWROOMS
▪ BMW Infinity cars
▪ Landmark Jeep
▪ Tata motors
▪ Porsche showroom
▪ Kia motors
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JUSTIFICATION
▪ The site is located in South Mumbai which is very high-end area, living, site is
in Ceejay House, which is one of the finest commercial buildings in South
Mumbai.
▪ The large size of the site can allow experimentation while designing.
▪ In the neighbourhood of the site has lot of high-end commercial properties.
Hence the people that the brand will caters to are in the locality.
▪ The site is located on a route with heavy traffic. The main road is used by
everyone who travels from South Mumbai to suburbs, or vice-versa. It will seek
lot of attention from people.
▪ As the site is located along Dr Annie Besant Road, which is connected to Lala
Lajpatrai Road, thereby if customers wish to go for a test drive, they have a
nice wide road with 4 lanes to test drive on.
PSYCHOGRAPHIC OF CUSTOMER
▪ People concerned with preserving natural resources.
▪ Is willing to spend a bit little more on that minimizes environmental impact.
▪ Purchase from Tesla will give them a sense of responsibility and to have that
pride of doing a step towards betterment of our country.
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9.0 ZONING AND AREA STATEMENT
WOMEN’S
PAN
RESTROOM TRY
SPECIALLY
ABLED’S
RESTROOM
MEN’S
RESTROOM
STAFF ROOM
LOUNGE CAR
DISPLAY
MD’S CABIN
SEATING CAR DISPLAY
RECEPTION
CAR DISPLAY
SEATING
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Area Statement
Reception 301sq ft.
Car display 2100sq ft.
Car accessories 450sq ft.
Lounge / Seating 850sq ft.
Staff room 220sq ft.
MD’s room 400sq ft.
Pantry 83sq ft.
Women’s restroom 140sq ft.
Men’s restroom 90sq ft.
Specially abled restroom 85sq ft.
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Sun movement layout
(From east to west)
Wind movement layout
(From west to east)
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10. DESIGN CONCEPT AND THEME
In geometry, the objects are set to be concentric, when they share the common
centre. In this plan I have created a small museum using concentric maze as concept.
At each layer of partition there is information about tesla’s ideology, materials used in
making, about batteries used to the accessories for the cars.
Peeling off layer by layer, like after each layer customer will get more detailed
information about Then in the centre the car, colour options available, options in
accessories, different designs of wheels, steering wheels till you get to the core which
shows the heart of the TESLA CAR ELECTRIC ENGINE.
Each passing layer of concentric maze supports to highlight the centre of concentric
circles more and more.
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11.0 DESIGN BRIEF
▪ In planning of this space, I adapted the brand’s concept into an open, versatile
retail concept that incorporates every element of a Tesla showroom.
▪ The showroom façade makes a strong visual statement, with tesla’s signature
red, grey and white colours complemented by glass doors, and striking tesla
logo.
▪ The space will give customers an insider’s look into the brand and what makes
a Tesla vehicle different from others.
▪ Prospective buyers can view colours, customize and build their own car, and
purchase retail items with the Tesla name.
▪ Incorporating all of Tesla’s signature showroom components concentric maze
as concept creates an interactive and fun experience for buyers.
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12.0 BIBLIOGRAPHY
[Link]
showrooms/
[Link]
design-office-japan-glazing-wood/
[Link]
[Link]
[Link]
showrooms/439990/
[Link]
[Link]
top/
[Link]
changed-the-auto-industry/517251/
[Link]
2/#:~:text=Car%20Lift%20Platform%20is%20customizable%20in%2
0loading%20capacity%2C,car.%20MORNLIFT%20develops%20its%
20own%20brand%20hydraulic%20cylinder.
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