Registration Report Analysis - 2025 August Taiwan Car Market

車未來 2025-09-01

Market Overview: In August, total market registrations reached 29,460 units, representing a sharp 17% decline from July but a slight 0.2% increase compared to August last year. Among major brands, only Lexus and Tesla posted growth over July, while all others experienced declines. Mercedes-Benz suffered the steepest drop at 50.7%, due not only to consumer hesitation caused by tariff and commodity tax uncertainty, but also to sharply reduced deliveries of key models such as the GLA, GLC, and E-Class as they transitioned to new model years. As of the end of August, cumulative registrations for the year stood at 263,910 units, a 14.2% decline compared to last year. Despite aggressive promotional campaigns ahead of the Ghost Month, consumer sentiment remained cautious. With no clarity on adjustments to import tariffs and commodity tax, buyers continued to postpone purchases, leaving automakers with mounting inventory pressure. Our forecast for this year’s total market has been revised downward, with an expected decline of 10–15% compared to last year.

Market share of brands:

Toyota/Lexus retained the top position with a 40.5% share, followed by: Tesla (6.7%), CMC (5.7%), Honda (4.7%), Mazda (3.9%), Hyundai (3.8%), BMW (3.5%), Mitsubishi (3.4%), Mercedes-Benz (2.9%). While most major brands saw declines from July, Lexus and Tesla achieved growth, with Tesla’s 48.3% increase being the most significant.

Comparison between domestic cars and imported cars (excluding heavy duty trucks):

The domestic vs. imported sales ratio this month was 51.1% vs. 48.9%. Imported passenger car sales fell 3.6% year-over-year and 9.6% month-over-month, underscoring continued consumer hesitation over tariff and commodity tax issues. Many buyers believe that once policies become clear, price reductions are inevitable, prompting them to delay purchases. Meanwhile, a new commodity tax rebate policy was passed: buyers of new vehicles can receive a NT$50,000 rebate, and combined with an additional NT$50,000 trade-in bonus, the maximum rebate can reach NT$100,000. However, the subsidy only applies to passenger cars under 2.0L displacement and excludes both commercial vehicles and EVs, which could subtly shift the market structure.

Outstanding models:

Six models surpassed 1,000 units in August: Corolla Cross: 3,417 units, Model Y: 1,879 units, Town Ace: 1,382 units, RAV4: 1,251 units, Yaris Cross: 1,203 units, J Space: 1,181 units. In the small commercial vehicle segment, Town Ace maintained its lead over J Space with 1,382 units vs. 1,181 units. It remains to be seen how CMC will respond with product updates or promotional strategies to defend its competitiveness.

BEVs market:

A total of 2,954 battery electric vehicles (BEVs) were delivered this month, a 17.5% increase from July, mainly driven by large Tesla Model Y shipments, which accounted for 1,879 units and 63.6% of the BEV market. Other notable BEV deliveries included: Luxgen n⁷: 180 units, BMW iX1: 132 units, Tesla Model 3: 96 units, Volvo EX30: 68 units, BMW iX: 64 units, VW ID.4 and ID.5: 46 units each, VW ID. Buzz: 39 units, BMW iX2: 36 units, Macan Electric: 35 units. Taiwan’s EV market remains dominated by Tesla, with volume fluctuating in line with Tesla’s shipping schedule. Meanwhile, Luxgen’s n⁷ has entered a stable delivery phase, moving past its initial launch surge. The upcoming n⁵ model is expected to debut soon, and if priced and specified competitively, it could drive Luxgen to new sales highs.