Tesla has entered the Colombian market, opening orders for its Model 3 and Model Y electric vehicles at prices starting from $29,400. This marks the company's sixth American market and second in South America. The aggressive pricing positions Tesla to challenge local competitors including Chinese brands and legacy automakers.
On November 20, 2025, Tesla officially expanded into Colombia, announcing availability at Bogota’s 19th International Automobile Hall. Orders opened immediately for the Model 3 at COP$109,990,000 ($29,684) and the Model Y at COP$119,990,000 ($32,382), with all taxes included but excluding the charger.
These prices undercut several rivals. The Model 3 is 10% more than the smaller BYD Yuan Up and Baojun Yep Plus Chevrolet Spark EUV, yet 20% cheaper than the entry-level ICE Kia K4 sedan and 7% below the VW Jetta. It costs half as much as the Chevrolet Equinox EV and is 35% more affordable than the Volvo EX30. The Model Y arrives 30% below the Kia EV5, cheaper than the GAC Aion V and Deepal S05, and matches the Chery I-Car 03 and Geely EX5. It is only 9% above the Renault Duster, Colombia's cheapest automatic SUV, and slightly less than the VW Taos, while the Duster's hybrid E-Tech version exceeds its price.
Colombia's top-selling vehicles in 2025 include the Toyota Corolla Cross, Mazda CX-30, and Renault Duster. The Model 3 undercuts two of these, and the Model Y aligns closely with another, potentially placing both Teslas among the best-sellers. As a Western brand, Tesla benefits from greater recognition compared to lesser-known Chinese entrants like JAC, GAC, and Dongfeng.
Deliveries begin in February 2026. This move could accelerate Colombia's EV adoption, pressuring competitors to lower prices across segments. Analysts suggest it may extend to other Latin American markets, boosting Tesla's global sales amid challenges elsewhere.