Registration Report Analysis - 2025 July Taiwan Car Market

車未來 2025-08-01

Market Overview: In July, the total market registration volume reached 35,483 units, representing a slight 3.4% increase from June, but a significant 22.3% decline compared to July last year. While most major brands showed year-over-year declines, several recorded month-over-month growth. Lexus saw the highest increase at 38.3%, driven by strong deliveries of the NX, RX, and LM models. Among the major brands, Tesla experienced the most significant decline, down 21.3% from the previous month, primarily due to single-digit deliveries of the Model S and Model X. As of the end of July, the cumulative registration volume for the year stood at 234,450 units, down 15.7% compared to the same period last year. Although July falls within the promotional period before the Ghost Month, consumer sentiment remained cautious due to ongoing negotiations over the U.S. Trump administration’s retaliatory tariff policy. Many customers who had already ordered new vehicles chose to delay delivery, while those considering purchases were in no rush to place orders, resulting in slower inventory turnover for many brands. With the U.S. finally confirming a 20% tariff rate on Taiwanese imports, it is anticipated that the car market will stabilize once the policy direction becomes clear. Our forecast for this year’s total market remains unchanged from last month: a downward revision from last year, with close attention still needed to determine whether the 400,000-unit mark can be maintained as the effects of tariff and commodity tax policy adjustments unfold.

Market share of brands:

Toyota/Lexus maintained the top spot with a 38.3% market share. CMC followed with 6.1%, Honda ranked third at 5.5%, Mercedes-Benz fourth at 4.9%, Hyundai fifth at 4.4%, BMW sixth at 4.1%, and Mazda and Tesla tied for seventh at 3.8%. Nissan rounded out the top eight with 3.5%. While several major brands posted growth over June, Mercedes-Benz, Hyundai, BMW, and Tesla all saw declines, with Tesla’s 21.3% drop being the most severe.

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

This month’s domestic vs. imported vehicle sales ratio was 55.2% vs. 44.8%. Imported passenger car sales fell sharply by 25.6% year-over-year and also declined 4.4% from the previous month, highlighting continued consumer hesitation amid heated tariff and commodity tax discussions. Nevertheless, buyers with immediate needs continued to purchase vehicles. The Toyota Corolla Cross stood out with a remarkable 5,010 units registered, helping to lift the domestic market’s overall share.

Outstanding models:

Six models surpassed 1,000 units in July: Corolla Cross: 5,010 units, Town Ace: 1,640 units, J Space: 1,487 units, Yaris Cross: 1,443 units, Model Y: 1,253 units, RAV4: 1,058 units. In the small commercial vehicle segment, J Space lost the lead it had held for several months, as the Town Ace regained the top spot with 1,640 units versus 1,487 units for J Space. The Town Ace’s model year update, combined with promotional incentives, has clearly helped it win back consumer favor.

BEVs market:

A total of 2,514 battery electric vehicles (BEVs) were delivered this month, representing an 11.5% decline from June. This drop was mainly due to reduced deliveries from Tesla. Only the Model Y exceeded 1,000 units, with 1,253 registrations, accounting for nearly 49.8% of the BEV market. Other notable BEV deliveries included: Luxgen n⁷: 224 units, BMW iX1: 136 units, BMW iX: 94 units, BMW iX2 and Mini Countryman Electric: 87 units each, Tesla Model 3: 73 units, VW ID. Buzz: 56 units, VW ID.4: 45 units,Macan Electric: 40 units. Taiwan’s EV market has become increasingly stable this year. Following Tesla’s launches of facelifted Model 3 and Model Y, attention now shifts to the upcoming n⁵ from domestic brand Luxgen, built on the Foxtron Model B platform. Having passed certification testing, the n⁵ is expected to hit the market soon, fueling further BEV adoption.