Is a Tesla dealership considering a location in Wauwatosa? Rumors persist.

Is Tesla eyeing a location for a dealership in Wauwatosa? 

City officials are looking at a development with a mix of retail and residential units proposed in an area of Wauwatosa that used to house car dealerships at 11221 and 11333 West Burleigh St.

While it is unconfirmed whether Tesla is in fact mulling it over, there are some mysterious hints which has led to some speculation. 

In an online filing with the Wauwatosa Plan Commission, documents show an electric vehicle showroom/service center in one of the old car dealer buildings on Burleigh. The name “TechCo” is used on a rendering. 

The Milwaukee Business Journal wrote a story suggesting Tesla is eyeing a location in Wauwatosa. 

Typically, Tesla owns its own dealerships, but that looks unlikely in Wisconsin, according to Jim Tolkan, president of Automobile Dealers Association-Mega Milwaukee, who also has said he has no information about any plans of Tesla to open a showroom in Wauwatosa.

"In Wisconsin new vehicle manufacturers cannot sell directly, unless a dealer is terminated," Tolkan said. "Then the manufacturer can operate a dealership for up to one year to find a new buyer. The other exception is if there would be no likelihood that an independent dealer operator would open a franchise because there was little or no possibility the franchise would be profitable,consequently, being unable to find anyone to open such a dealership.

"The second option would not be viable because there would be dozens of existing new vehicle dealership owners that would open a Tesla franchise, or other business entities, if Tesla would agree to comply with Wisconsin Franchise Laws.

"I believe that Tesla has been testing the waters among our state legislatures to modify or make an exception for Tesla, to allow them to sell direct in Wisconsin, as well as in most other states that prohibits vehicle manufacturers from selling direct."

Nevertheless, there is no firm word that Tesla is even looking at Tosa.

Mayor Kathy Ehley and City Attorney Alan Kesner were unable to confirm if the company which specializes in electric car manufacturing is looking at finding a home in the city. 

A representative from Tesla and Brian Randall, attorney with Davis & Kuelthau SC in Milwaukee, which is representing local developer Boulder Venture, didn't respond to messages at press time. 

Boulder Venture LLC plans to redevelop the existing 5.787-acre property into a new mixed-use development containing up to three retail/commercial parcels, as well as a high-density, multistory residential or restaurant or hotel parcel, the online filing said.

The property includes four former Dodge City automotive dealership structures on the west portion of the site and the former Frascona Buick automotive dealership foundations on the east portion of the site, the filing said.

The property is currently owned by Micro Center Sales Corp. Boulder Venture has entered into a contract to purchase the entire site and is acting as the developer for the project.  

The preliminary plan calls for a single-tenant fast-casual restaurant, a retail/commercial building and a multi-story high density residential or 75-125 room residential/hospitality building with underground or structured parking, the filing said. 

Including in the filing are pictures of Café Zupas restaurant and a Chase bank branch. 

The Wauwatosa Plan Commission will discuss the proposal on Feb. 11.