Tesla Motors has been very open about using proceeds from its affluent Roadster customers to pay for development of the more affordable Model S electric sports sedan. Proceeds from the Model S will then pay for the development of a $30,000 electric family car codenamed BlueStar.

It is no coincidence that its showrooms will be opened first in large metropolitan areas with high concentrations of wealthy and environmentally conscious potential customers. New York City alone has approximately 44,000 millionaires according to figures from the New York State Governor's budget office.  The New York City showroom, which DailyTech visited recently, will also be able to target affluent environmentalists from the Hamptons, Boston, Philadelphia, and other cities along the eastern seaboard.

Tesla has had a dedicated regional sales manager in New York City since January who has been working out of a nearby classic car club. However, most people won't buy a car without at least test driving it, so he has been giving Roadster test drives for customers who have inquired about the car through their website.

The company needs to increase sales quickly since it is boosting its production rate of Roadsters. It is currently delivering new cars at a rate of 100 per month, but will boost that figure by twenty percent this quarter. The company has a backlog of around 500 Roadster customers.  Eventually, a rate of 5,000 Roadsters per year is envisioned. Pre-order sales of the Model S and the higher performing Roadster Sport will also be encouraged.

The New York City showroom is at 511 W. 25th St. in the Chelsea Art District of Manhattan. There will be a public open house on Thursday, July 16. Tesla won't have the final signage ready for a few more weeks, but the decision was made to open the doors early and start offering test drives due to public demand.

Tesla is encouraging the public to visit the showroom for a test drive, even those who can't afford the Roadster's six-figure price tag. After all, they might be amongst the first to sign up for a BlueStar electric family car.