Tesla Motors taps luxury executive from Burberry

Tesla Motors has tapped a luxury-brand executive to oversee certain sales operations as the company looks to draw in more luxury auto buyers. Ganesh Srivats (formerly at Burberry) will join Tesla as VP of its North American sales operations, a move that was confirmed by Tesla on Thursday. The goal is to position Tesla’s premium brand as a lifestyle experience to compliment its high-tech image.

Tesla is taking something of another page from Apple’s move to hire former Burberry CEO Angela Ahrendts to head its retail operations in 2013.

Srivats appointment comes as Tesla plans to launch its Model X SUV later in 2015. The company may also look to bolster sales of its home Power Packs in the process.

Tesla Model X SUV