Tesla has sold over 12,000 vehicles in Japan in the first half of 2026, marking a significant increase from 2025 when it registered more than 10,000. In June alone, registrations soared by 183.7% compared to the previous year, with 3,997 vehicles registered, surpassing BMW to become Japan’s second-best-selling imported brand behind Mercedes-Benz.
To accommodate rising demand, Tesla plans to expand its delivery hubs in Japan from seven to 11 by the end of the year, introducing new sites in Yokohama and Kobe, followed by additional locations in the Greater Tokyo Area and Nagoya. Additionally, Tesla has added Mikawa Port as a second import point, effectively doubling its annual import capacity to 48,000 vehicles.
The favorable changes in Japan’s EV subsidy system, which now offers a maximum subsidy of ¥1.3 million, particularly benefit Tesla due to its use of non-Chinese battery suppliers and bidirectional charging capabilities, allowing it to qualify for near-maximum incentives. This advantage helps Tesla compete in a market traditionally dominated by local automakers like Toyota.
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