Tesla has taken its first concrete step toward an official retail presence in Bulgaria. A new wholly-owned subsidiary, Tesla BGR EOOD, has been registered in Sofia, with a filed business scope covering import, distribution, sales, servicing, maintenance, and repair of motor vehicles.
The filing was confirmed at the end of April 2026 and was first surfaced by independent observers monitoring the Bulgarian Commercial Register. Tesla has not yet issued a public statement.
What the filing covers
The registered scope of Tesla BGR EOOD is broad enough to support a full direct-sales operation, not a limited pilot. According to the public filing, the entity is authorised to conduct:
| Activity | Status |
|---|---|
| Import of vehicles | Authorised |
| Distribution and sales | Authorised |
| After-sales servicing | Authorised |
| Maintenance and repair | Authorised |
| Operation (fleet, leasing) | Authorised |
The entity is wholly owned by Tesla International B.V., the Netherlands-based holding company that already holds the majority of Tesla's other European subsidiaries.
Why this matters for Bulgarian buyers
Bulgaria currently has no Tesla-operated showroom or service centre. Vehicles delivered to Bulgarian customers are sourced through neighbouring markets — primarily Germany and Austria — and serviced via mobile service or longer trips abroad. The new entity is the legal precondition for Tesla to open a direct sales outlet, hire local service technicians, and process warranty work locally.
The country already hosts three Tesla Supercharger stations, including locations in Sofia and Plovdiv, which transitioned from free or subsidised use to a paid model in 2025. Charging hardware is in place; what has been missing until now is a domestic legal entity to support the rest of the customer relationship.
Bulgaria in the European EV market
Bulgaria's EV market is small relative to Western Europe but has been growing. Sales of fully electric vehicles more than doubled year-on-year in 2025, helped by improved Supercharger coverage along the Trakia and Hemus corridors and a slow build-out of public AC charging in major cities. Import duties for EVs are low, but until now the absence of a registered Tesla entity meant Bulgarian buyers had no direct channel for service queries, recall handling, or fleet sales.
What to watch next
The filing is the legal step. The visible signs of operations going live are typically, in order:
- A Bulgarian Tesla store or gallery appearing on Tesla's
findusmap - A Bulgarian-specific page added to
tesla.com - Local job listings for sales advisors and service technicians
- A first official delivery event
With Romania, Greece, and Croatia all reached in the past two years, Bulgaria has been the most prominent gap in Tesla's south-eastern European footprint. The April filing closes that gap administratively; the operational rollout is now a matter of local hiring and lease signings.