Taiwan’s Auto Market Rebounds on Strong Domestic Demand in April

Taiwan’s automotive market demonstrated notable resilience in April, despite ongoing geopolitical uncertainty. Supported by government tax incentives and aggressive promotional marketing, domestic demand remained robust. New vehicle registrations total reached 31,407 units for the month, representing a modest year-on-year decline of 4.5%.

Looking ahead, industry leaders remain cautiously optimistic. Hotai Motor, Taiwan’s leading automotive distributor, noted that while uncertainties persist, the AI industrial ecosystem is sustaining broader economic momentum and reinforcing consumer confidence. As peak season approaches, automakers are expected to introduce additional incentives to stimulate demand. Under these conditions, total vehicle registrations in May are projected to reach approximately 33,000 units, reflecting a 3.4% year-on-year increase.

Hotai Motor delivered a particularly strong performance in April. Its flagship brands, Toyota and Lexus, recorded combined registrations of 12,449 units, capturing a market share of 39.6%, which is a new historical high for April and surpassing the previous record of 37.9% set in 2025.

In contrast, imported vehicle brands continued to face headwinds. Total registrations of imported vehicles declined by 8.7% year-on-year in April, with the luxury segment experiencing a sharper contraction of 22.3%. Domestic brands, however, significantly outperformed. Toyota posted a 3.2% increase, while Ford and Mitsubishi both recorded growth exceeding 30%. Mazda posted the strongest year-on-year growth at 67.4%, supported by the absence of tariff-related concerns. Meanwhile, Toyota’s market leadership remained firmly intact. The brand registered 10,305 units in April, lifting its market share to 32.8%, with strong performance across its key models.

In the SUV segment, the Corolla Cross retained its position as the top-selling model, with 3,573 units sold in April. The Yaris Cross also performed strongly, recording 1,129 units, dominating the domestic SUV market. In the electric vehicle segment, the bZ4X led sales with 381 units, supported by competitive pricing, strong driving range, and accessible charging solutions. Meanwhile, the Town Ace commercial vehicle continued to gain traction, with 1,075 units sold, driven by its value and practicality.