Not Mercedes or Tesla! This Brand Tops July Import Car Registrations with Over 2,600 Units Sold

Taiwan's new car sales data for July 2026 has been released, with 38,600 new vehicle registrations—below the initial forecast of 42,000 units—but still up 8.9% compared to approximately 35,500 units in July 2025. Cumulative new car registrations from January to July reached 240,935 units, reflecting a 2.8% year-on-year increase. Despite global geopolitical tensions and short-term stock market fluctuations, summer promotional campaigns by various brands helped sustain market growth.

Among imported vehicles, Toyota's RAV4 topped the list with 2,683 units registered, the only import model to exceed 2,000 units. Lexus NX followed in second place with 1,627 units, and Kia Sportage ranked third with 935 units.

In July 2026, Taiwan's total new car registrations stood at 38,600 units, down 6.5% from June's 41,300 units, but up 8.9% compared to the same period in 2025. Cumulative registrations for the first seven months of the year reached 240,935 units, a 2.8% increase from 234,400 units in the same period of 2025. Industry analysts note that July continued the traditional peak sales season following June, with summer promotions driving year-on-year growth despite external uncertainties.

Toyota and Lexus, distributed by Hotai Motor, collectively registered 16,071 units in July—setting a new monthly high for 2026—and captured a 41.6% market share, the highest for July since 2010. Their cumulative registrations from January to July reached 92,599 units, with a 38.4% market share, maintaining year-on-year growth.

The premium vehicle segment saw a decline in July, with 8,183 new registrations—down 30.8% from June's 11,822 units. Premium car market share dropped from 28.6% in June to 21.2% in July, though it was up 1.4% year-on-year. Cumulative premium car registrations from January to July totaled 57,500 units, representing a 23.9% market share and a 2% year-on-year decrease. Tesla's deliveries in July fell to single digits, a sharp drop from 4,369 units in June and 1,781 in May.

The top 10 imported vehicles by registration in July 2026 were:

1. Toyota RAV4 – 2,683 units 2. Lexus NX – 1,627 units 3. Kia Sportage – 935 units 4. Mazda CX-5 – 576 units 5. Lexus UX – 573 units 6. Lexus RX – 547 units 7. Suzuki Jimny – 502 units 8. Suzuki Swift – 452 units 9. Mercedes-Benz GLC – 447 units 10. Toyota Camry – 433 units

Total imported vehicle registrations in July reached 18,677 units, down 15% from June's 21,968 units. The import segment's market share fell from 53.1% in June to 48.3% in July, dropping below 50% for the first time.