The Tesla Model Y continues to gain ground in Japan, with the electric SUV once again claiming the title of the country’s best-selling foreign-brand vehicle in September 2026.
Tesla Japan announced the result on X on Wednesday, extending what has already been a strong year for the automaker in a market traditionally dominated by domestic manufacturers.
The latest result follows a milestone earlier this year when the Model Y became Japan’s best-selling foreign-brand vehicle by model for the first six months of 2026. That ranking included both electric and gas-powered vehicles.
According to registration data from JATO Dynamics, the Model Y also accounted for approximately 48% of all foreign-brand EV registrations during the first half of the year.
While Tesla doesn’t publicly disclose its Japanese sales figures, the latest data from the Japan Automobile Importers Association (JAIA) provides another indication of the company’s growth.
In September, the association’s “Others” category, which includes Tesla, recorded 3,348 vehicle registrations, more than double the 1,471 reported a year earlier.
Source: JAIA. “Others” includes Tesla and other brands.
That would place the category second among foreign automakers, behind Mercedes-Benz’s 5,983 registrations and ahead of Volkswagen’s 3,078. However, the figures are not exclusively Tesla registrations.
The momentum extends beyond September. During the third quarter, the “Others” category recorded 8,014 regular passenger vehicle registrations, up from 3,471 during the same period last year. It was also the category’s strongest quarter on record.
Source: JAIA / Touch Lab. Regular passenger vehicles in the “Others” category, including Tesla.
Through the first nine months of 2026, registrations in the “Others” category have already surpassed 20,000, nearly doubling the full-year total from 2025.
The growth in Japan contrasts with Tesla’s global performance, where third-quarter deliveries slipped 2.1% year-over-year to 486,532 vehicles.
Tesla has also been expanding its presence in Japan, with more than 40 retail and experience locations nationwide, as it works to attract buyers who may be considering an EV for the first time.
Related Articles:
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- Tesla Model Y tops global sales through July 2026 as Japan delivers another milestone
- Tesla Model Y was Japan’s best-selling imported vehicle in May 2026
- Tesla’s new retail strategy in Japan drives record sales in 2025
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