Tesla plans 60+ stores to lead Japan’s import car market

Tesla plans to expand its presence in Japan to at least 60 stores as it targets becoming the country’s largest imported car brand as early as next year, its local head said. Country manager Richi Hashimoto said growth has been supported by wider store and service coverage and increased investment in staff training over the past two years, despite relatively slow adoption of electric vehicles in Japan.

The push comes as EV demand slows in key global markets such as the US, increasing the importance of regions with lower penetration. Tesla, which sold just over 10,000 vehicles in Japan last year, has begun accepting orders for the six-seat Model Y L aimed at expanding its appeal. The company currently operates 35 stores and 14 service centres and plans to expand its service network to about 30 locations. Its retail approach focuses on test drives to address customer concerns about switching from petrol vehicles.

Imported car sales in Japan are led by German brands, with Mercedes-Benz topping 2025 sales, followed by BMW, Volkswagen and Audi. EV adoption remains limited, with buyers favouring hybrids despite launches by Toyota, Suzuki, Nissan and BYD. Tesla has also focused on training newer sales staff, many of whom joined within the past six months, helping reduce the time taken to secure initial sales. In the first quarter, the company sold about half of its total volume from last year, Hashimoto said.