TAIPEI — With U.S. tariffs on Taiwan approaching a crucial announcement, the automotive market has been jolted by PEUGEOT’s aggressive pricing strategy. Baojia United, co-representing the French auto brand in Taiwan, unveiled on July 21 the new PEUGEOT 3008 HYBRID and 5008 HYBRID models, igniting a fierce pricing war under the banner of “imported cars sold at domestic prices.”
Offering limited-time promotions, Baojia has slashed starting prices to NT$1.198 million for the 3008 HYBRID and NT$1.298 million for the 5008 HYBRID (after trade-in subsidies). The move quickly resonated with consumers, with over 450 units ordered within ten days of the launch. The first July delivery batch has already sold out, and Baojia is now working closely with the French manufacturer to secure additional inventory.
The promotion comes as Taiwan’s car market braces for the fallout from potential U.S. tariff reductions. With rumors circulating that American car import tariffs may be cut to zero, consumer sentiment has shifted to “wait and see,” stalling purchases and pressuring dealers to act fast.
To maintain momentum, many luxury car brands and importers are now engaging in stock clearance campaigns. Industry insiders report that the price-cutting wave, originally sparked by PEUGEOT’s strategy, is rapidly spreading across the premium market, from electric vehicles to sports cars, with discount margins starting at 10%.
Dealers worry that when tariff changes are finalized, remaining inventory could depreciate rapidly—especially in the luxury segment. “We can’t afford to sit still,” said one dealer. “If we don’t sell now, we risk heavy losses.”
PEUGEOT’s bold approach — marketing new imported models at local-equivalent pricing — appears to have paid off. The PEUGEOT 3008 HYBRID, dubbed the “Flying Lion Backpacker,” is lauded for its sleek design, while the “Lion King Leisure Traveler” 5008 HYBRID wins buyers with its spacious, versatile interior. According to Baojia, the current order ratio stands at 60% for the 3008 and 40% for the 5008.
As the tariff announcement looms, consumers and dealers alike are closely watching how this pricing storm unfolds — with PEUGEOT leading the charge.
