Tesla is expanding operations further across the Middle East with an upcoming move into Saudi Arabia. The company shared the news of the April 10 Riyadh debut on its website, hinting at a showcase of its latest innovations but leaving out key details about when its vehicles and energy products will be available for purchase.

“Explore our global bestselling lineup and step into a world powered by solar energy, sustained by batteries, and driven by electric vehicles. Experience the future of autonomous driving with Cybercab, and meet Optimus, our humanoid robot, as we showcase what’s next in AI and robotics,” Tesla stated in its announcement.

The Saudi launch comes at a time when Tesla is grappling with declining EV sales in key markets. Data from the European Automobile Manufacturers Association (ACEA) shows that Tesla’s European sales have dropped by 42.6% this year. In China, the company’s February sales of locally produced EVs fell by 49.2% year-over-year to 30,688 units — the lowest monthly figure since August 2022.

Beyond sales struggles, Tesla has also faced political backlash in the U.S. Protests erupted after CEO Elon Musk took on an advisory role in the administration of former U.S. President Donald Trump and supported sweeping federal government budget cuts.

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Tesla’s presence in the Gulf region isn’t new: The company has operated in the UAE since 2017 and also has a dealership in Qatar. The Saudi launch follows another recent international push — Tesla signed a lease to open its first showroom in Mumbai as part of its strategy to enter the Indian market.

Saudi Arabia’s interest in Tesla aligns with the Kingdom’s broader push toward sustainability and economic diversification away from oil. The country aims to transition 30% of Riyadh’s vehicles to electric by 2030, contributing to a broader goal of reducing the capital’s emissions by 50%.

Saudi Arabia is also investing heavily in its own EV industry, with companies like CEER, Foxconn, and Lucid Motors playing key roles in its domestic manufacturing ambitions. The country’s sovereign wealth fund holds a majority stake in Lucid Group, positioning the startup as a potential Tesla rival in the years to come.