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SUCCESS STORY: Tesla Germany GmbH

The future of retail: Tesla’s new kiosk system

Extension of the digital kiosk system with info terminals by a headless CMS for the efficient maintenance and presentation of vehicle information as well as the acquisition of customer data via forms. Integration of the existing CRM system for automation of data collection.


Tesla is a listed US car manufacturer that produces battery storage and photovoltaic systems in addition to electric cars. Across Germany, the company operates nearly 30 Tesla Stores. The Gigafactory Berlin-Brandenburg was completed in 2020 and is Tesla’s first production site in Europe.


In its stores, Tesla is using Hello Sales’ interactive touch screens to improve information service at the vehicle and support advice through self-service terminals. The digital kiosk system allows prospective buyers to independently explore the product world and enter contact information, for example, to book test drives. The technical challenge in this project was to make it easier and more efficient for Tesla employees to maintain vehicle information in the system, enter customer data in the CRM, and also set up info screens in new stores or at trade shows.


eCube developed and installed a new software architecture based on the structural principle of headless commerce, which decouples backend and frontend, allowing functionalities and content of the kiosk system to be customized and extended without affecting the backend systems with each intervention. The backend is organized in a modular way so that new components such as the Headless CMS, as well as existing third-party systems such as the CRM, can be efficiently and reliably connected via standard interface (API) or services. Hardware-based system programming ensures seamless interaction between touch screens and software.


Tesla now has a kiosk system with hardware and software from a single source. The modular software architecture offers the highest possible flexibility for customization and expansion of the system. Storyblok’s headless CMS enables easy and efficient maintenance of product data in the kiosk system. Contact data left by prospective buyers on the touch screen (“leads”) are automatically transferred to the central CRM, where they are available to Tesla sales throughout Germany for rapid processing. An integrated reporting dashboard provides comprehensive results in real time.



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IoT-based device management

The headless system architecture is designed to flexibly and reliably integrate end devices regardless of manufacturer and operating system. This is particularly advantageous when, for example, new screens are to be set up in stores or at trade fairs with as little effort and technical expertise as possible.

Integration of third-party systems

In addition to the integration of a new content management system, the technical basis was created in the backend to also reliably integrate existing systems such as Tesla CRM, thus ensuring automated data exchange. If required, the system can be flexibly extended by additional components and services at any time.

Headless CMS

For easy maintenance as well as flexible, hybrid presentation of product information in the kiosk system, Storyblok’s proven content management system was integrated. It not only allows Tesla employees to easily maintain information on existing models, they can also create new vehicle models with text and image content and, if necessary, customize the form for obtaining customer data.


Reporting functions tailored to Tesla’s individual needs allow convenient analysis and visualization of usage data in the system’s admin area. The display of data by means of a heat map provides a quick overview of which Tesla store, for example, certain information was accessed most frequently.

Features and advantages of Storyblok as CMS

  • Easy maintenance and publication of vehicle data and questionnaires via visual editor.

  • Individual data models facilitate structured entry and maintenance of vehicle information.

  • UX-optimized form design for entering prospect data.

  • Decoupling from the frontend (headless) allows flexible publishing of content on any device.