Seizing BBA's territory! China-made Model Y becomes Japan's top-selling imported car

Tesla announced today that the China-made Model Y became the best-selling single model among imported car brands in Japan for the first half of 2026. This milestone follows the Model Y's achievement of being the monthly sales champion in May 2026.

Looking at the market landscape, Japan's imported car market has long been dominated by German luxury brands. According to industry data, Mercedes-Benz led in fiscal 2025 with 49,654 units sold, though down 6% year-over-year; BMW ranked second with 34,044 units, down 7%; Volkswagen and Audi followed closely behind.

Tesla is accelerating its expansion in the Japanese market. Tesla Japan head Rie Hashimoto stated in April that the company currently operates 35 stores and 14 service centers in Japan, with plans to expand to at least 60 stores and approximately 30 service centers, aiming to become Japan's top-selling imported car brand as early as next year.

On April 3, Tesla began accepting orders for the Model Y L in Japan, a six-seat model targeting family users, designed to broaden its customer base from early adopters to a wider range of family consumers.

The China-made Model Y's success in topping the Japanese market is closely tied to the manufacturing quality and cost advantages of the Shanghai Gigafactory. The Model Y produced at the Shanghai Gigafactory has a localization rate of over 95% for components, supplying not only the Chinese market but also exporting to Japan, Europe, Australia, and other overseas markets.

According to Focus2Move statistics, the Model Y has been the world's best-selling passenger car for three consecutive years, with cumulative deliveries surpassing 4 million units. In the first quarter of 2026, the Shanghai Gigafactory delivered 213,000 units, up 23.5% year-over-year.