On Friday, 20 February, Tesla will officially open the doors of its new Tesla Center in Søborg, bringing sales and aftersales operations together under one roof. The site aims to play a central role for the more than 20,000 Tesla owners across Greater Copenhagen, as demand for local service capacity continues to grow.
The location first appeared as a temporary pop-up store in the summer of 2024. Following a substantial renovation, the facility now reopens as a permanent base with expanded technical capabilities and upgraded customer areas. Inside the newly refurbished workshop, 12 service lifts have been installed to handle increasing service volumes in the region.
Tesla already operates additional service facilities on Zealand, including sites in Køge, Greve, Kastrup and Hillerød. The new Søborg center is expected to ease pressure on those workshops while improving accessibility for customers in and around the capital.
Showroom, test drives and supervised self-driving demonstrations
Beyond service operations, the new center functions as a full retail and delivery hub. Visitors can explore Tesla’s latest models, book conventional test drives and participate in Full Self-Driving (Supervised) “Ride-Along” demonstrations. Until now, these supervised demonstrations had only been available from Tesla’s Køge location on Zealand, but they will now also run from Søborg.
Tesla says several hundred new and existing customers across Denmark have already experienced the system through similar events at other locations.
Opening day and public access
To mark the opening, Tesla will host an open house on Friday, 20 February, from 13:00 to 20:00. Visitors will be able to see the facility from the inside, join guided workshop tours and take part in various activities aimed at families and children. Test drives, including Full Self-Driving (Supervised) Ride-Alongs, will run throughout the afternoon and evening.
- 13:00 – Doors open
- 15:00 – Barbecue starts
- 13:00–20:00 – Test drives including Full Self-Driving (Supervised) Ride-Alongs
- 13:00–20:00 – Guided workshop tours
- 13:00–20:00 – Activities for children
The center will remain open over the weekend (Saturday and Sunday) from 13:00 to 16:00, with supervised self-driving demonstrations continuing during those hours.
The opening underscores Tesla’s ongoing expansion of physical infrastructure in Denmark, shifting from temporary retail formats toward larger integrated centers designed to support a growing vehicle fleet and an increasingly software-defined ownership experience.
