Tesla is preparing its next move in the southern suburbs of Athens
Tesla, which already operates a showroom in the south (on Vouliagmenis Avenue in Glyfada), is preparing to open its first fully integrated complex in Greece, featuring a car showroom and service center, in a new building currently under construction on Varis–Koropiou Avenue, with operations targeted to begin in 2026.
Construction is currently underway, according to reliable sources, on a building on Varis–Koropiou Avenue by Premia Properties REIC, the company listed on the Athens Stock Exchange. According to the same sources, the specific property is being leased by the well-known automaker Tesla, which will house its facilities there. Operations are expected to begin in 2026. The property is being developed on a plot owned by Premia. This is where Tesla’s first complex in Greece will be created, fully vertically integrated, including a car showroom and service center.
It should be noted that in Greece, Tesla sold 1,984 vehicles in 2024, maintaining a market share of 1.4%. However, in 2025 its performance in the country has been declining, given the particularly strong competition it faces from Chinese automakers such as MG, BYD, Omoda and Jaecoo, DFSK, and Leapmotor, which are emerging forces in the global electric vehicle market, where the American-owned Tesla of Elon Musk is also active. Indicative is the fact that, based on data from the Association of Automobile Importers–Representatives, its market share from January through October 2025 fell to 0.8% from 1.4% in the same period of 2024, with total sales of 884 Tesla vehicles this year compared to 1,647 last year.
Within the span of a single year, the Greek market has been enriched with nine new brands that had no presence in the country a year ago. Thus, based on October data, registrations of brands such as Dongfeng, Changan, Xpeng, Seres, Ineos, Leapmotor, Capron, Nio, and Yudo are recorded for the first time in dealer networks, showing that the market is entering a new phase of diversity and increased competition, particularly in the field of electrification and value-for-money offerings. These are brands that, for the most part, originate from China.
In 2024, Tesla Greece recorded turnover in Greece of €87.17 million, compared to €87.4 million in 2023, with net profits after tax amounting to €1.4 million from €1.05 million respectively in the two years. It is noted that the company currently maintains service facilities in Agios Ioannis Rentis, car showrooms in Maroussi as well as in Glyfada (on Vouliagmenis Avenue), and research and development facilities in Pallini.
One of the most recognizable players in global electrification
Tesla is today one of the most recognizable and powerful players worldwide in the field of electrification and clean energy. The American multinational, headquartered in Austin, Texas, is active in the design and production of purely electric vehicles, energy storage systems for residential and industrial use, as well as photovoltaic solutions, gradually expanding its footprint across the entire energy ecosystem. The company was founded in the summer of 2003 by Martin Eberhard and Marc Tarpenning under the name Tesla Motors, as a tribute to Nikola Tesla, the iconic inventor and pioneer of electrical engineering. One year later, Elon Musk led the first major funding round, assuming the role of chairman of the board and later claiming the position of co-founder. In 2008, he took on the role of chief executive officer, a milestone year that also marked the start of production of the company’s first model, the all-electric Roadster.
A rapid expansion of the lineup followed, with the Model S appearing in 2012, the Model X SUV in 2015, the more affordable Model 3 in 2017, and the Model Y in 2020. In the years that followed, Tesla also entered the heavy vehicle market with the Tesla Semi, while in 2023 it unveiled the distinctly designed Cybertruck.
On the stock market front, Tesla has posted impressive performance. From the summer of 2020, it claimed the title of the world’s most valuable automaker, while in the period 2021–2022 it surpassed the milestone of a $1 trillion valuation, entering a particularly exclusive “club” of American giants. In 2023, it was included among the 100 largest companies in the world according to the Forbes Global 2000 list, while in 2024 it maintained its leading position in sales of purely electric vehicles, with a market share close to 18%.
The company’s market capitalization rose again above the $1 trillion threshold at various points from late 2024 through 2025. In the same year, the board of directors approved an extremely ambitious compensation package for Elon Musk, with a total potential value of up to $1 trillion, tied to strict operational and stock market targets over a ten-year horizon.
At the same time, Tesla has not avoided criticism and backlash. In recent years, it has found itself at the center of lawsuits, investigations, and intense public criticism related to labor relations, allegations of obstructing union activity, safety issues that led to repeated vehicle recalls, and the absence of a formalized public relations department. In addition, Elon Musk’s public statements have often sparked reactions, particularly regarding his forecasts on autonomous driving and the timelines for the release of new products.