Tesla Officially Launches In Colombia

On November 20, Tesla (NASDAQ: TSLA) formally initiated its Colombian operations with a presentation in Bogotá. The move expands Tesla’s presence in the South American market beyond its existing operations in Chile.

The company launched its first experience center in Bogotá’s Andino shopping center, using a direct business model that bypasses local dealers or authorized distributors. The base model offered for the Colombian market is the Model 3, listed with an initial price of $109,000,000 COP. First deliveries for vehicles ordered online are anticipated between late January and early February 2026. A second experience center is expected to begin operations soon in the El Tesoro shopping center in Medellín.

Though the announcement marks Tesla’s official launch in Colombia, individuals have already imported Tesla vehicles into Colombia.

Tesla announced expansion plans within the country, including additional experience centers, test drive programs, service experiences, and the deployment of Supercharger stations, beginning in Bogotá. The local subsidiary, officially registered as Tesla Motors Colombia S.A.S., confirmed that its vehicles sold in Colombia will offer charge autonomies exceeding 400 kilometers. Karen Scarpetta, the Country Manager for Tesla, cited the company’s direct structural setup as a factor enabling competitive pricing relative to other global markets. The company is actively recruiting personnel for positions in Bogotá and Medellín, including service technicians, sales managers, and distribution coordinators.

The formal market entry for Tesla began in January 2024 with the registration of Tesla Motors Colombia S.A.S. in the Cámara de Comercio de Bogotá. The scope of registered activities includes vehicle commercialization, maintenance, repair, distribution, energy control, and the sale of electric energy. Showroom vehicles for the initial launch included the Model 3 and the Model Y.

The US-based company is entering a market where it will compete with established brands like China’s BYD (HKEX: 1211, SZSE: 002594), which has operated in Colombia since 2020 through Motorysa, and Geely (HKEX: 0175), which is launching operations through Grupo Vardí. Tesla‘s debut occurs amid global adjustments for the firm. In the third quarter of 2025, the company reported revenues of $28,095,000,000 USD, representing a 12% year-over-year increase. However, net earnings experienced a 37% decline, marking four consecutive quarters without meeting market expectations. Despite these trends, Tesla regained market share leadership in the European electric vehicle segment after a period of volatile demand.

Locally, Tesla stock has been available to Colombian investors since June 2025 through the Bolsa de Valores de Colombia (BVC)‘s Mercado Global Colombiano, with the backing of Acciones & Valores S.A.. This inclusion provides local investors with direct access to shares of the US technology and sustainable mobility sector.

Above photo: Tesla Model 3 (courtesy Tesla)