Tesla Inc. has opened a new showroom in Xinjiang, the remote region where Chinese authorities are carrying out a campaign of forcible assimilation against religious minorities that has become a public-relations quagmire for Western brands.

The Austin, Texas-based electric car maker started operations at the new showroom in Urumqi, the capital of Xinjiang, the company said in a Friday post on its official account on China’s popular Twitter-like social-media platform Weibo.