Tesla is accelerating its physical presence in Japan as it seeks to capture the largest share of the imported-car market within the near term, company executives said. The automaker plans to grow its store network to at least 60 locations and intends to expand service capacity substantially as part of a strategy to attract a broader pool of buyers.
At an event marking the introduction of the Model Y L in Japan, the head of Tesla's Japanese operations outlined the company's aspirations and the operational moves behind them. "We want to aim to become the number one imported car brand, possibly as early as next year," the country manager said, describing the target as part of Tesla's mid- to long-term planning.
The Model Y L, a six-seater tailored for families, began taking orders in Japan on Friday as Tesla works to extend its appeal beyond early adopters of electric vehicles. The U.S. EV maker sold just over 10,000 vehicles in the country last year and reported that in the first quarter of this year it moved roughly half of that annual total.
Expansion of stores and service centres
Currently, Tesla operates 35 stores and 14 service centres in Japan. The company plans to more than double the number of service locations to about 30, reflecting an emphasis on aftersales support alongside retail growth. Company executives said the combination of an expanded physical footprint and sustained investment in staff training over the past two years has contributed to recent sales gains.
Unlike conventional dealership models, Tesla's stores are designed to facilitate test drives as a core means of addressing consumer concerns. Executives argued that allowing prospective buyers to drive EVs directly helps overcome apprehension, particularly among drivers accustomed to petrol-powered cars. "Simply increasing stores to sell cars doesn’t make customers buy," one executive said, noting that many potential buyers' reservations are alleviated after a test drive.
Market context and competition
Tesla's push in Japan comes as sales of battery-powered cars have slowed markedly in the United States and other major markets, increasing the relative importance of regions where EV penetration remains limited. Japan continues to show modest adoption of fully electric vehicles, with consumers demonstrating a persistent preference for hybrid models.
Foreign-brand sales in Japan have historically been led by German luxury manufacturers. Data from industry associations show Mercedes-Benz as the top-selling imported brand in 2025 with nearly 51,000 units sold, followed by BMW, Volkswagen and Audi. Domestic and other international automakers, including Toyota, Suzuki, Nissan and China’s BYD, have introduced EVs but the market remains one of the slower major economies to convert to fully electric passenger fleets.
People and training
Tesla Japan has placed notable emphasis on improving the capabilities of its sales staff. The company reported that around 70% of its sales advisers have been in their roles for fewer than six months, and that enhanced training has reduced the time it takes for new hires to make their first sale. Executives said that investing in personnel quality is a key complement to opening additional stores and service points.
The combination of product rollout, retail expansion and workforce training underpins Tesla's campaign to broaden its customer base in Japan. The company is positioning the Model Y L and a wider support network as tools to move beyond early adopters and compete more directly with established imported brands.