Tesla’s chief designer, Franz von Holzhausen, has provided a fresh, albeit brief, update on the future of the recently opened Tesla Diner concept and reaffirmed that Tesla has plans to take its Diners global.
In a new interview on the Hot Pursuit podcast with Bloomberg, when asked about the possibility of Tesla Diners expanding beyond the United States, Franz gave an encouraging response.
“We’ve been talking about diners located around the world. I think it’s just a matter of stay[ing] tuned. We’re checking it out.”
While not a formal announcement of new locations, this is the first public comment from a Tesla executive that the Diners won’t be a US-exclusive, and that they will likely begin to make their way to other countries. It could still be some time before the unique charge-and-dine experience makes its way to other countries, but we can likely look forward to it.
The Hollywood Blueprint
The Tesla Diner concept first began to transition from a long-running idea to a physical reality with the start of construction on the first location in Hollywood, California. This flagship site serves as the blueprint for Tesla’s vision of charging infrastructure that you actually want to stop at.
The design itself is a blend of 1950s retro-futurism and modern technology, featuring a two-story restaurant, rooftop seating, and of course, a large bank of Supercharger stalls. To complete the experience, the site is also equipped with two large outdoor movie screens, intended to show full-length movies while customers charge and dine. It’s a concept that spectacularly flips the mundane task of charging into an enjoyable and memorable event.
The First Stop: Starbase, Texas
The first sign that the diner was more than a one-off novelty for Los Angeles came from requests within Elon’s extended umbrella of companies. Plans for a new Supercharger station at SpaceX’s Starbase township in Texas include space for a second Tesla Diner.
Placing the second planned location at the home of Starship has a dual purpose. It provides a much-needed amenity for the remote area, while perfectly aligning with the futuristic, space-age branding shared by both Tesla and SpaceX.
Any major tourist destination - whether it be LA or Starbase - is likely going to be a good spot for a Tesla Diner eventually.
A Global View
Franz’s new comments tie all of this together, confirming that the vision extends far beyond just Hollywood and Starbase. The plan to explore diners located around the world is a good first step. Tesla will likely want to build locations close and then in Europe and the Indo-Pacific.
In their interview, Franz talks about how making the diner Hollywood-themed made sense in LA, potentially hinting that Tesla is exploring different local themes for each location. The Hollywood diner very much focuses on local aspects, providing locally-grown American cuisine. Future diners could look drastically different than what we’re seeing in LA.
The Tesla Diners aren’t just a profit-generating enterprise either. They serve as hubs for the Tesla community, and bring together owners from all walks of life to share a meal and chat as their vehicles charge up for the next leg of their trips.
This strategy is about building a comprehensive brand experience that extends past your car and charging. Creating a unique and enjoyable environment helps Tesla to build and reinforce its image as an innovative company that you build your life around, not just a car you buy.
While Franz’s comments are vague and a sign that Tesla is still in the early exploration phases, for fans around the world, the message is clear - the Diner is likely on its way to a major tourist destination near you.
