Probably similar to the reasons Apple introduced the Apple Stores. As explained in the article, Tesla feel that typical dealerships aren't set up or motivated t

Probably similar to the reasons Apple introduced the Apple Stores. As explained in the article, Tesla feel that typical dealerships aren't set up or motivated to do the education necessary to sell all-electric cars, so they want to do that themselves. Also, a large consideration in buying an unusual new type of car is service and support. If I was buying a dealership's #3 brand, I'd expect that in a few years they'd drop that brand, and I'd have to look elsewhere for warranty service (this has happened to me twice now with Subarus, for example). Tesla's addressed this by setting up a separate Texas-only subsidiary to handle service, but apparently they can't legally do the same for sales.