In July 2026, 9 new Teslas were registered in Russia. Since the beginning of the year, the figure has reached only 89 cars, which is 54% less than the result for the same period in 2025.
The decline has been ongoing for the third year. 2023 was the peak year for the brand, when Russian buyers registered 1257 new Teslas. In 2024, the figure dropped to 685 cars, and in 2025 – to 449.
Over two years, sales have decreased by almost two-thirds. Moreover, the decline is happening against the backdrop of the expansion of the Russian electric vehicle market: by the end of 2025, about 12.5 thousand new electric vehicles were registered in the country, despite the overall market decline.
One of the reasons is the change in import economics. The increase in the recycling fee has made large and expensive imported electric vehicles less attractive. Tesla, meanwhile, is practically not represented in official retail in Russia, so cars have to be imported independently or through independent importers.
The second problem is competition. The Russian market has been rapidly filled by Chinese brands offering a wider selection of models, configurations, and service support. Tesla, on the other hand, maintains a relatively narrow lineup and no longer appears to be the undisputed technological leader it was a few years ago.
If the current dynamics continue, Tesla risks becoming a niche brand for Russian buyers, rather than a noticeable player in the new electric vehicle market.
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