- Tesla may soon dethrone Nissan after leading Japan’s EV market for 15 years.
- Recent price cuts led to a surge in demand for the Model 3 across the country.
- The EV maker is also planning to double its showroom presence nationwide.
Throughout much of the year, Tesla sales have been on a downward spiral in many key markets, including Europe, the United States, and Australia. However, over in Japan, things are very different. In fact, throughout 2025, Tesla sales have jumped significantly, so much so that the American brand may soon surpass Nissan as the nation’s best-selling EV brand.
Read: Tesla’s European Sales Bloodbath Continues, But One Country Is Over Hating Musk
From January to August, approximately 6,590 new Teslas have been sold across Japan. This represents a massive 87 percent leap over the previous year, and has already topped the brand’s strongest year on record in Japan when it sold 5,900 vehicles in 2022. Tesla models proved particularly popular in August, with roughly 980 sales. That was more than double last August.
Closing in on Nissan
Year-to-date, Tesla is now only trailing Nissan by approximately 100 electric vehicle sales. Nissan has held the crown as Japan’s highest-seller of EVs for almost 15 years, reports Nikkei Asia, thanks to the Leaf.
Aggressive price cuts have contributed to Tesla’s surge in popularity. In May, it cut the price of the Model 3 by 453,000 yen (roughly $3,000), bringing its sticker price down to 3.99 million yen or $26,800. With government subsidies factored in, the actual outlay for buyers is even lower, which has helped broaden its appeal.
One advantage for Nissan is the upcoming launch of the next-generation Leaf. Sales won’t begin until later this year, which could be a double-edged sword: the new model may spark renewed interest once it arrives, but in the meantime it risks discouraging buyers from choosing the outgoing version still on sale.
New Locations
Elon Musk’s company has also been looking to grow its physical presence at locations across the country. According to Tesla Japan boss Richi Hashimoto, the company will open new dealerships in large shipping centers in a bid to further boost brand recognition. It currently has 25 locations in the country, and in 2026, this could double to roughly 50.
Currently, Tesla has a roughly 30 percent share of Japan’s EV market. Its network of Superchargers will also be expanded from the current 130 sites, ensuring that owners can easily and swiftly charge their EVs.
By the end of this year, it’s possible that Tesla may have sold as many as 10,000 EVs in Japan. Not bad for a company that’s struggling in many other markets, right?
