Tesla, Inc. (TSLA.US) in Japan "accelerates": plans to expand stores to 60, aiming to become the top-selling importer sales next year.

Tesla, Inc. (TSLA.US) Japan business chief stated on Friday that the company plans to expand its number of stores in Japan to at least 60, aiming to become the largest import car brand in the country as early as next year. Over the past two years, Tesla, Inc. has driven sales growth in Japan by expanding its stores and service network, increasing training investment, despite the overall low penetration rate of electric cars in Japan. Under the leadership of Elon Musk, Tesla, Inc. is accelerating its expansion into the Japanese market. At the same time, sales of electric cars in the United States and other major global markets have significantly slowed down, making regions with lower electric car penetration rates increasingly important. Hashimoto, the Japan country manager of Tesla, Inc., stated at the Model Y L launch event in Japan: "We hope to become the largest import car brand in Japan as early as next year." He also outlined the company's medium to long-term goals in Japan. Last year, Tesla, Inc. sold just over 10,000 vehicles in Japan. On Friday, Tesla, Inc. began accepting orders for the Model Y L in Japan, a six-seater model aimed at expanding the user base from early adopters to a wider consumer base. Continuous expansion of stores and service network Hashimoto revealed that Tesla, Inc. currently has 35 stores and 14 service centers in Japan, and plans to more than double its service network to around 30 outlets. Tesla, Inc.'s store design focuses on providing test driving experiences, aiming to dispel drivers' concerns about switching to electric cars, especially for users accustomed to gasoline cars. "Simply increasing the number of stores does not necessarily lead to consumer purchases," Hashimoto said, adding that once consumers personally test drive, their concerns are often immediately eliminated. According to data from the Japan Automobile Importers Association, the Japanese import car market has long been dominated by German Deluxe Corporation brands. In 2025, Mercedes-Benz ranked first in import car brands with sales of nearly 51,000 units, followed by BMW, Volkswagen, and Audi. Although companies such as Toyota, Suzuki, Nissan, and China's BYD Company Limited have introduced electric cars, Japan remains one of the slowest major markets to accept pure electric vehicles, with consumers more inclined towards hybrid models. Some analysts believe that concerns about fuel prices stemming from the Middle East situation may prompt more Japanese consumers to switch from gasoline and diesel cars to electric cars. Hashimoto stated that Tesla, Inc. places a high value on employee development in Japan, particularly strengthening training for sales consultants, with about 70% of sales consultants having been employed for less than six months. He added that this practice has helped new employees shorten the time to achieve their first sale. In the first quarter of this year, Tesla, Inc.'s sales in Japan were approximately half of the total sales for the entire previous year.