Tariff Uncertainty Resolved! Jeep Wrangler Orders Surpass 400 — Baojia United: RAM to Launch in Taiwan by 2027

Despite the delayed U.S. import vehicle tariff policy, Jeep has decided not to wait and officially returned to the Taiwan market after a 15-year absence. Taiwan's official distributor, Baojia United, officially commenced the first batch of Jeep Wrangler deliveries on the 30th. Cumulative orders have already exceeded 400 units, with over 100 pre-owners choosing early delivery.

Baojia United announced that if the U.S. import tariff policy is smoothly implemented, a second Jeep model could be introduced between the end of 2024 and the first quarter of 2025. The company also revealed that its American pickup brand, RAM, is expected to officially enter the Taiwan market in the first half of 2027.

Baojia United hosted a delivery ceremony for the first batch of owners, inviting Christian Koschil, Commercial Officer of the American Institute in Taiwan (AIT), and Carl Wegner, Executive Director of the American Chamber of Commerce in Taiwan (AmCham Taiwan), to jointly witness this milestone in Jeep’s return to Taiwan. This year marks the 250th anniversary of the founding of the United States and the 85th anniversary of the Jeep brand, adding symbolic significance to this delivery event.

With tariff policies still uncertain, Baojia United introduced a flexible delivery plan. Jeep announced its return to Taiwan at the end of 2023, introducing the U.S.-made Wrangler as its first model, with a pre-order price starting at NT$2.098 million, assuming zero tariffs on U.S. imports. However, due to the unresolved U.S.-Taiwan tariff negotiations, there were initial concerns about delivery timelines.

To reduce consumer waiting costs, Baojia United launched a flexible delivery program, with Jeep’s U.S. factory, the distributor, and authorized dealers jointly sharing the tariff costs during the transition period. Pre-owners who qualify can pay NT$99,000 to receive their vehicles early and will also receive factory-fitted high-strength anti-slip side steps, all-weather drainable floor mats, and a 5-year or 150,000-kilometer extended warranty. The total value of these benefits exceeds NT$100,000. For those who choose to wait until the new policy takes effect, their original order rights and pre-sale terms will remain unchanged.

According to Baojia United, over 100 pre-owners have already opted for early delivery. Subsequent deliveries will be completed progressively based on vehicle arrival, preparation progress, and order sequence.

Orders exceed 400 units, with a 2024 delivery target of 300 vehicles. Wu Jui-Hung, Executive Director of Baojia United, stated that since Jeep’s return to Taiwan about six months ago, cumulative orders for the Wrangler have surpassed 400 units, reflecting strong market demand for American off-road brands. The company expects to deliver at least 300 vehicles in 2024.

He noted that the Wrangler’s market appeal stems not only from its off-road heritage tracing back to the 1941 Willys MB but also from its iconic design elements such as the seven-slot grille, round headlights, removable doors, and roof. Combined with a body-on-frame ladder chassis, DANA solid axles, and a four-wheel-drive system, it remains Jeep’s most representative model.

If tariff policies are finalized, a new model could launch by year-end, with RAM also expected. Regarding the progress of U.S.-Taiwan tariff negotiations, Wu indicated that based on current discussions, the new system is unlikely to be formally implemented in 2024, with procedures possibly concluding by year-end. However, the company has completed all preparations and can immediately initiate subsequent product introductions once the Legislative Yuan completes the process and announces implementation.

He also revealed that if policies proceed smoothly, a second Jeep model could be launched between the end of 2024 and the first quarter of 2025. If all obstacles are removed, the American pickup brand RAM could also be officially introduced to Taiwan in the first half of 2027.