Tesla's Japanese Comeback: A Year After Elon Musk's Plea

It's been a year since Elon Musk expressed his desire for Tesla to gain more market share in Japan, and the electric vehicle (EV) giant has certainly made strides in the land of the rising sun. In March 2021, Tesla's Model 3 sales skyrocketed by 1,300% year-over-year, catapulting the company into competition with popular foreign brands like Fiat and Land Rover. So, what factors contributed to this remarkable turnaround, and what does it mean for investors?

Firstly, Tesla's aggressive price cuts in Japan played a significant role in driving demand for its vehicles. In March 2021, the company reduced the prices of its Model 3 by 17% and the Long Range Dual Motor Rear Wheel Drive variant by 24%. This move made Tesla's offerings more affordable for Japanese consumers, particularly the younger generation who are more likely to purchase their first car as they would a smartphone.

Secondly, the Japanese government's increased subsidies for electric vehicles (EVs) also contributed to Tesla's popularity. The subsidies were raised from 400,000 yen to 800,000 yen or from 300,000 yen to 450,000 yen for those who qualify for the lower incentive. These financial incentives further encouraged consumers to consider purchasing EVs like the Tesla Model 3.

Lastly, Tesla's direct sales model has been well-received by young Japanese drivers who are accustomed to buying smartphones online. This convenient and modern approach to car purchasing has resonated with the tech-savvy youth, contributing to the increased demand for Tesla's vehicles.



Tesla's charging infrastructure has also played a crucial role in the company's success in Japan. Although the company's charging stations are concentrated in metropolitan areas, the expansion of this network has contributed to the increased adoption of its vehicles in the country. Tesla is currently looking for a charging stations project deployment manager, indicating that the company is committed to further expanding its charging infrastructure in Japan.

In conclusion, Tesla's Japanese comeback is a testament to the company's ability to adapt to local market conditions and capitalize on opportunities. The combination of price cuts, government subsidies, and a convenient direct sales model has driven demand for Tesla's vehicles in Japan. As the company continues to expand its charging infrastructure and gain market share, investors should keep a close eye on Tesla's progress in the Japanese market. With the global EV market expected to grow at a CAGR of 26.8% from 2021 to 2028, Tesla's success in Japan could be a strong indicator of its future growth potential.

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