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Elon Musk may be on his way to Mars, but his company Tesla is expanding its reach terrestrially, officially staking a claim in downtown Aspen for the foreseeable future. The California-based electric carmaker, known for its award-winning Model S sedan and Model X SUV, has expanded its Colorado presence with a showroom at 422 E. Cooper Ave.

Since opening in late December, the sleek space has seen a steady stream of curious car enthusiasts and shoppers ogling over one of the vehicles in the flesh. Tesla’s fully electric, tech-savvy architecture is coveted for its safety, speed, and efficiency, while the option of dual-motor all-wheel drive is a benefit for snowy mountain roads.

It’s all about the customer experience in the sparse, gallery-like showroom, where staffers use Tesla’s signature educational approach to convey the benefits of owning an electric vehicle. They can also walk you through the array of build-your-own options for a bespoke auto. But enter at your own risk—once you take a brand-new Tesla out for a test spin around town, you’ll want to bring it home. tesla.com

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