Tesla is heading to Uruguay. The company has announced an official market launch in the small South American nation, which will become the third country in the region — alongside Brazil and Chile — where Tesla vehicles are available for direct purchase. The announcement, flagged by Tesla watcher Sawyer Merritt, signals a continued push by Tesla to deepen its footprint across South America.
The groundwork appears to have been laid quietly. According to mobilityportal.eu, Tesla appointed Joaquín Lizarralde as country manager for both Argentina and Uruguay as recently as June 22, 2026 — just six days before the launch announcement. That dual-country appointment suggests Tesla is treating the Southern Cone as a single operational zone, with Lizarralde responsible for standing up both markets simultaneously. Early priorities reportedly include charging infrastructure, local service networks, and energy partnerships — the standard playbook Tesla uses before opening order books in a new country.
Uruguay is a logical next step. The country has one of the highest per-capita income levels in South America, a stable regulatory environment, and a government that has actively promoted EV adoption through tax incentives. Fleet electrification has been a stated national priority for years, making the market receptive to a premium EV brand in ways that some larger but more complex regional economies are not.
Exact timing for when orders will open and which models will be available at launch has not yet been confirmed. Given the infrastructure-first approach signaled by Lizarralde's appointment, a soft launch with limited inventory before a broader rollout seems likely — though Tesla has occasionally moved faster than expected in new markets once the logistics are in place.
David covers the EV industry, regulatory developments, and accessory ecosystem. 15+ years writing about consumer tech. Based in London.
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