Tesla Diner opened recently on a site visioned by Elon Musk since 2018, coinciding with a significant revenue decline for Tesla. Despite this, the brand remains incredibly popular, attracting long lines of customers and protests. The author's second visit to the diner showed a quieter scene, with locals primarily filling the parking lot. Anticipation built up as the diner presented a fusion of futuristic and retro design, reflecting both the brand's identity and its current challenges.
The diner is located on the spot that Elon Musk had spitballed since 2018. It opened last week, just as Tesla reported its steepest revenue decline since 2012.
The fervor around the $1 trillion brand has never been stronger, compelling fans to make pilgrimages from as far as Nova Scotia and attracting protesters.
I was ready. It was early on a Monday evening; I slathered on sunblock, and grabbed a water bottle and a hat, gearing up for a long wait.
Now, finally, it was open. The patrons were mainly local devotees at the moment; the parking lot was full of California license plates.
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