Discover how Tesla’s showroom expansion and customer‑centric strategy sparked record sales in Japan – learn the secrets now!
Record‑Breaking Sales
According to the Japan Automobile Importers Association, Tesla delivered nearly 10,600 new vehicles in 2025 – a 90 % jump from the 5,900 units sold in 2022. The surge runs contrary to the slowdown Tesla faces in many other major markets.
New Leadership and Showroom Surge
In September 2024, Richi Hashimoto, a former Red Bull sports‑marketing executive, was appointed Managing Director of Tesla Japan. Recognising the brand’s low awareness, Hashimoto shifted the strategy from waiting for customers to come online to actively bringing Tesla to them.
The company opened 16 permanent dealerships inside high‑traffic shopping malls and added pop‑up locations, bringing the total number of sales points to 29 by year‑end, including first‑time presence in Okinawa and Hokkaido.
Hands‑On Customer Experience
Showrooms now feature test‑drive bays directly on parking lots, cutting display space while letting shoppers experience the cars instantly. This customer‑centric layout has been credited with higher foot traffic and conversion rates.
Training the Tesla Team
When Hashimoto took charge, only about 10 % of staff met the company’s product‑knowledge standards. A three‑month intensive retraining program brought the entire sales force up to speed, and new hires are now enabled to start negotiating sales within their first week.
Out‑selling Luxury Competitors
In 2025 each Tesla dealership sold an average of 366 cars – far outpacing premium rivals such as Mercedes‑Benz (≈250 units) and BMW (≈210 units) per location.
Charging Infrastructure Push
Tesla plans to expand its Supercharger network to more than 1,000 stations in Japan by 2027. The fast‑charging stations offer higher power and earlier start‑up compared with the domestic CHAdeMO standard.
Advancing Autonomous Tech
The Full Self‑Driving (FSD) system, powered by artificial intelligence, is already available in the United States and South Korea and is slated for rollout on Japanese models later this year.
Why Japan Stands Out
While global sales fell 9 % last year, Japan emerged as a rare bright spot for the American EV maker. Local manufacturers have historically focused on small Kei‑cars and have offered few larger electric models, leaving a gap that Tesla’s range‑‑focused lineup fills.
Local Competition Catches Up
Japanese giants are stepping up: Toyota launched a mid‑cycle refresh of the bZ4X in October, briefly taking the domestic EV lead; Nissan will unveil a new‑generation Leaf, and Suzuki plans to introduce the electric e‑Vitara, a B‑segment SUV produced in India.
Tesla’s aggressive showroom expansion, hands‑on service model, and ongoing investments in charging and autonomous technology have turned Japan into a growth engine that could shape the brand’s global recovery.