cens logo

Taiwan Sees Better-than-expected New-car Sales during Jan.-Apr., with Over 60,000 Units Being Imported

May 28, 2018 | By Steve Chuang

Taiwan’s new-car sales during January-April neared 150,000 units (photo curtesy of UDN.com).Taiwan’s new-car sales during January-April neared 150,000 units (photo curtesy of UDN.com).

Despite a couple of negative factors, including fewer working days during the first quarter of this year and an increasing political uncertainty brought by the upcoming municipal elections in November, Taiwan's new-car market still finished the first four months of 2018 with better-than-expected performance, making local insiders, most of who have been worried about a market downturn, heave a sigh of relief.

Based on the number of license plates issued by Ministry of Transportation and Communications (MOTC) for new vehicles on roads between January and April, which excluded those with a gross weight of 3.5 tonnes and above, new-car sales in the domestic market totaled 148,619 units, up 4.9 percent from the same period of last year.

The encouraging growth is regarded as a good omen for a continued expansion of the market in the remainder of the year, especially at a time when it still has two high seasons to come—throughout the May and July season before the Ghost Month (the seventh month of a lunar year in the Taiwanese folklore) and during the year-end sales season. Hopefully, auto sales for the whole year will exceed 450,000 units, the goal that the corresponding figure last year was just shy of.

Among the top 10 car brands in Taiwan's new-car market, Toyota (and its sub-brand: Lexus) scored sales of 42,263 units and a market share of 28.4 percent as the largest during the span, trailed by Mitsubishi and Honda, which came second and third, respectively, with a share of 11.6 and 8.9 percent. Noteworthy is that Honda chalked up a stronger growth of 29.3 percent than that by any of the others in the top-10 rankings, thanks largely to the locally hot-selling SUV (sport utility vehicle) model: CR-V.

In the meantime, Nissan with its luxury sedan brand Infiniti ranked No.4 with a market share of 8.4 percent, while Mercedes-Benz filled the fifth spot with a 6.7 percent share. The remaining brands in the rankings were Mazda, Ford, BMW, Luxgen and Volkswagen, most of whom witnessed robust sales growth between January and April.

Top 10 Auto Brands in Taiwan's New-car Market during Jan.-Apr., 2018
Ranking Brand Sales Market Share YoY Growth Rate
1 Toyota/Lexus 42,263 28.4% 3.2%
2 Mitsubishi/CMC 17,301 11.6% 4.3%
3 Honda 13,173 8.9% 29.3%
4 Nissan/Infiniti 12,521 8.4% -18.5%
5 Mercedes-Benz 10,000 6.7% 8.6%
6 Mazda 7,083 4.8% 14.3%
7 Ford 6,528 4.4% 1.0%
8 BMW 5,236 3.5% -12.8%
9 Luxgen 5,206 3.5% 7.9%
10 Volkswagen 5,105 3.4% 5.1%
Total 148,619 100.0% 4.9%
Source: MOTC, and compiled by www.autonet.com.tw

On another front, among the leading auto brand in the upscale sedan market segment was Mercedes-Benz, which tallied 10,000 units in sales during the said span for an 8.6 percent increase over a year ago. The sale figure for the first four months of this year attests to the growing preference of Taiwanese people for luxury vehicles with the three-pointed star logo, given that the brand just finished the entire year 2017 with sales of some 28,000 units. With a couple of new vehicle models to arrive in the market during the second half of this year, including redesigned A-Class, C-Class and CLS and other luxury SUVs, the brand is expected to continue to blow away the competition in the local market segment for upscale vehicles.

SUVs are increasingly popular with local consumers, and deemed by major brands as their growth drives in the Taiwanese market (photo courtesy of UDN.com).SUVs are increasingly popular with local consumers, and deemed by major brands as their growth drives in the Taiwanese market (photo courtesy of UDN.com).

Imported Vehicles Continue to Increase
An interesting observation of the overall new-car sales is that local consumer demand for imported vehicles remains on a steady uptrend for sure, as sales of such vehicles between January and April stood at 63,943 units, further driving the ratio of imported vehicles to domestically assembled models to the level of 43:57 as a result.

From the perspective of prices, the line between locally assembled vehicles and imported vehicles in the Taiwanese market has become much more blurred since the island formally joined the WTO (World Trade Organization) in 2002, before which domestically manufactured vehicles once occupied a dominant market share of as high as over 80 percent. For the reason, Taiwanese consumers have increasingly preferred imported vehicles rather than models made on the island.

Despite its sustained expansion, the market segment for imported vehicles is dominated largely by major brands. Statistics compiled by the website AutoNet.com show that of the total sales in the period of January and April, 33,488 units were from the four highest-ranked brands, namely Toyota, Mercedez-Benz, Mazda and Lexus, in the top seven rankings, together commanding a share of 52.4 percent.

In the competitive landscape, players relying on SUVs or CUVs (crossover utility vehicles) are more likely to gain a solid ground than those betting on sedans. Striking examples are Subaru and Skoda, which posted sales of 2,720 and 2,375 units, respectively, during January-April, for a phenomenal year-on-year growth of 44.9 and 23.9 percent, with the former's Forester gradually chipping away at the market share by locally assembled SUVs, and the latter's Kodiaq even emerging as the most popular seven-seater SUV model in the Taiwanese market.

Major brands have been aware of the importance of SUVs as the mainstream in the Taiwanese market for imported vehicles, profiting significantly from such vehicle models. For instance, while Toyota has enjoyed steady income from RAV4, Mazda has also gained steam mainly from its CX-3, CX-5 and CX-9, not to mention Honda, whose city recreational vehicle model CR-V has served as the main growth engine for its sales in the Taiwanese auto market.

Top 7 Auto Brands in Taiwan's Imported Vehicle Market Segment during Jan.-Apr., 2018
Ranking Brand Sales Market Share YoY Growth Rate
1 Toyota 10,354 1.62% 5.5%
2 Mitsubishi 10,000 15.6% 8.6%
3 Mazda 7,083 11.1% 14.3%
4 Lexus 6,051 9.5% 45.5%
5 BMW 5,236 8.2% -12.8%
6 Volkswagen 5,105 8.0% 5.1%
7 Suzuki 3,391 5.3% 32.7%
Total 63,943 100.0% 13.9%
Source: MOTC, and compiled by www.autonet.com.tw


Industry Reports

Foxconn Engages European Auto Parts Talks for Tier 1 and EV Market Entry </h2>

Foxconn Engages European Auto Parts Talks for Tier 1 and EV Market Entry

Oct 20, 2020

Foxconn is looking to explore cooperation with European tier 1 auto parts suppliers in developing 3D auto-use curved glass covers. The electronics manufacturer is also reportedly engaging in talks with European auto firms to make curved, one-piece system consoles and dashboards. In a bid to diversify its product line, Foxconn's plans to enter the lucrative auto parts industry began with provid...


(File cabinets, photo courtesy of Chyn Fuh Enterprise Co., Ltd.)

Taiwan's Furniture Industry Amid the COVID-19 Pandemic

Oct 16, 2020

The COVID-19 pandemic has deeply affected global and Taiwan's political and economic landscapes. Unlike some industries, the furniture sector did not escape unscathed, facing a squeeze from management and costs. While Taiwan continues to implement a stable, successful outbreak response, the industry has also misjudged the economic downturn duration. The furniture industry has yet to fully recover...


2020 Energy Vision Summit for Green Energy to Kick off in Nov.</h2>

2020 Energy Vision Summit for Green Energy to Kick off in Nov.

Oct 14, 2020

The Taiwanese government has pledged to lead the effort in further developing the sustainable green economy, which is among the sectors highlighted in the Tsai administration's "5+2 Innovative Industries Initiative." Economic Daily News is hosting the "2020 Energy Vision Summit - Green Energy 2.0" on November 11. As one of the government's core policies, improving the island's energy self-suff...



Industry In-Focus

Foxconn Engages European Auto Parts Talks for Tier 1 and EV Market Entry </h2>

Foxconn Engages European Auto Parts Talks for Tier 1 and EV Market Entry

Oct 20, 2020

Foxconn is looking to explore cooperation with European tier 1 auto parts suppliers in developing 3D auto-use curved glass covers. The electronics manufacturer is also reportedly engaging in talks with European auto firms to make curved, one-piece system consoles and dashboards. In a bid to diversify its product line, Foxconn's plans to enter the lucrative auto parts industry began with provid...


China's Strong Auto Market to Buoy Taiwan's Related Industries</h2>

China's Strong Auto Market to Buoy Taiwan's Related Industries

Oct 19, 2020

Taiwan's auto parts market has seen positive impacts as the Chinese automotive market continues to grow in its sixth consecutive month. Hotai Motors and Yulon Nissan Motor are the two significant firms enjoying the leverage. The island's related industries are benefiting from the strong performance of China's automotive market. Industry members say as long as competitive Taiwanese firms mainta...


Foundry Supply in a Pickle Amid Surging Demand Due to Pandemic and Restrictions</h2>

Foundry Supply in a Pickle Amid Surging Demand Due to Pandemic and Restrictions

Oct 19, 2020

Industry experts expect to see challenging times ahead for production in the foundry sector, forecasting that the current situation will not let up in the short-term and warns of unbalanced supply-demand next year. During the pre-pandemic era, IC design firms say clients usually made urgent orders to avoid having to manage inventory. Yet, considering limited foundry production volume, clients ...



Supplier News

(Electric Vehicle-Photo courtesy of CENS)

Microtest: Precise, Reliable, and Always Improving

Oct 16, 2020

Eyes Stake in 5G Industry with Impedance Analyzer 6632 With greater demand for electronics and manufacturers' need for more precise and diverse applications than before, testing equipment that ensures the reliability, safety, and quality of parts are in hot demand. Founded in 1993, Microtest Corp. is a professional maker and developer of high precision and automatic testing and measurement ins...


(Photo courtesy of Ho Shuan Enterprise Co., Ltd.)

Ho Shuan is Your Choice for Educational Furniture and More

Oct 16, 2020

Insisting that its customers are always a top priority, Ho Shuan Enterprise Co., Ltd.'s R&D team provides the best educational furniture and peripherals, computer tables, and desks to meet all customer requirements. Established in 1986, Ho Shuan has experienced recent sluggish local market performance, but eventually rebounded and came back better than ever. Despite difficulties, the firm neve...

HO SHUAN ENTERPRISE CO., LTD.


(S16-M01 Short Swivel-Handle Cabinet, photo courtesy of Chyn Fuh Enterprise)

Chyn Fuh: A Quality OA Metal Furniture Maker

Oct 16, 2020

Chyn Fuh Enterprise, founded in 1993, entered the market with the sole aim of offering other OA metal furniture options for customers. Since its inception, Chyn Fuh has focused on designing and producing OA metal furniture, providing various office use products, including file cabinets, storage cabinets, office desks, and different assistive metal products. Chyn Fuh partook in many government ...

CHYN FUH ENTERPRISE CO., LTD.



Insiders' Views

Caption: Pictured from front row, third right, Changhua County Government Economic Affairs Department Director Liu Yu-ping, County Magistrate Wang Huei-mei, Secretary Chen Bo-tsun pose in front of the exhibition booth. (Photo provided by CHCIA)

Changhua County Government Shores up Biz-Matching to Global Buyers

Nov 18, 2019

■Yang Feng-Chun In a bid to assist manufacturers in Changhua County to expand their market reach overseas against severe competition in the globalized market, Changhua County Government has been an active player in pushing for a makeover and innovation of its local small and medium-sized enterprises. This is done in hopes of establishing stronger connection with international markets. An ex...


Paul Master offers high-quality chassis and engines parts for passenger cars, trucks, and industrial trucks. (Photo courtesy of Paul Master)

Paul Master Builds Reputation with Auto Chassis and Engine Parts

Nov 18, 2019

Founded in 1980, Paul Master Auto Parts Co. is headquartered in Taiwan, a professional manufacturer of chassis and engines parts for passenger cars, trucks, and industrial trucks including forklifts. General Manager Terry Liang said the company has its own professional design department, which provides customized products and specifications for global buyers, including automobile steering and...

PAUL MASTER AUTO PARTS CO.


Nan Hoang Traffic Instrument Co., Ltd.</h2><p class='subtitle'>Taiwan First brakes Technology Co., Ltd. </p>

Nan Hoang Traffic Instrument Co., Ltd.

Taiwan First brakes Technology Co., Ltd.

Sep 04, 2019

Nan Hoang Traffic Instrument Co., Ltd is one of the major manufacturers of automobile friction materials in Taiwan and globally. Chairman Austin Cheng has implemented the double-arrow strategy this year - own brand of “YangPo” is adopted to focus on global channels while the “NHC brand focuses on improving market shares in global markets, such as Europe, America, Asia, Australia, and the Middle E...



Exhibition Highlights

Gearing up for Post-COVID Recovery, THS Coming Soon in October</h2>

Gearing up for Post-COVID Recovery, THS Coming Soon in October

Oct 07, 2020

As the only hardware and hand tools trade show taking place this year globally, the three-day Taiwan Hardware Show (THS) will soon kick off on 13th October at the Taichung International Exhibition Center. Positive industry outlook for the post COVID-19 era has led to over 370 companies signing up as exhibitors, in a bid to gear up for a long-awaited economic recovery and plan the next strategic m...


Stable Development and Popular Fastener Show in China</h2>

Stable Development and Popular Fastener Show in China

Sep 11, 2020

Driven by market prospects, domestic and international exhibitors actively prepare International Fastener Show China in Shanghai on November 3-5, 2020. Suffering from global epidemic and quarantine nearly half year, exhibitions are hot and popular in mainland China. Thousands of visitors join and visit the exhibitions with inquiries, and are eager to know new technology. Domestic and inter...


2020 Medical Taiwan to Host In-Person and Virtual Events</h2>

2020 Medical Taiwan to Host In-Person and Virtual Events

Sep 10, 2020

2020 Medical Taiwan is slated to kick off on Oct. 15 to Oct 17 at Nangang Exhibition Hall 2. Aside from events at the show, show organizer Taiwan External Trade Development Council (TAITRA) is also hosting the “Medical Taiwan Virtual” online edition at the same time due to travel restrictions impacted by the COVID-19 pandemic. The virtual edition will present 200 exhibitors and over 700 medic...