Philippine dealers coming? Tesla to enter ASEAN market with new Malaysia office -- report

American electric-vehicle (EV) manufacturer Tesla Inc. is set to enter the ASEAN region with a new office in Malaysia to establish a network of car charging stations.

The brand’s application to import battery-run EVs into Malaysia has been approved, according to a March 2023 report by Reuters.

The Malaysian trade ministry said Tesla is set to open showrooms and service centers.

The presence of the American EV brand is expected to create more skilled jobs in Malaysia and increase the local participation of local companies to aid Tesla’s ecosystem. 

However, there has yet to be a word as to when Tesla plans to open the new office, with the brand founder Elon Musk not responding to Reuters' request for comment.

ASEAN EV boom

With Tesla being a famous EV brand in the U.S. and with electrified vehicles becoming popular in the ASEAN region, it could be a good business move for the automaker to enter the area.

Demand is slowly building for EVs, with governments setting up incentives for automakers and car buyers to bring these vehicles in.

Tesla prefers to avoid going through a third party to sell its vehicles to its customers. The American brand prefers that buyers directly get their vehicles from them, eliminating the middleman. 

However, this methodology has halted the brand’s progress in specific markets, as finding a local distributor to help sell your vehicles is more straightforward than setting up a dealer network. 

If Tesla does set up a new office in Malaysia, its products could soon become more accessible to other countries in the ASEAN, such as the Philippines.

To recall, the Philippines benefits from trade agreements with its neighbors, along with zero tariffs for imported EVs, thus making certain vehicles more attainable for import. 

Remember that Tesla will still need to set up its charging stations in the country before its vehicles become viable.

Making this charging network will take some time, especially in finding local stores or companies that it can partner with. 

Do you think we'll be seeing Teslas in the Philippines soon?

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