Is Buying a Car During Ghost Month Really Cheaper? Insiders Reveal the Best Timing and One Smart Trick to Save More While Avoiding Taboos

The lunar seventh month marks the traditional 'Ghost Month' in Taiwan, during which many people avoid 'pulling a new car' due to cultural taboos, causing the automotive market to enter its annual low season. However, a netizen recently questioned whether buying a car during Ghost Month is truly more affordable. After reviewing promotions from various brands in August, they found most offers focused on free gifts, upgraded equipment, or low-interest financing, with little exceptional discount on the actual car price—leading some to doubt the popular belief that 'buying during Ghost Month is cheaper' is merely an urban legend.

A user posted on Dcard, noting that while it's commonly said that car purchases are more favorable before or during Ghost Month, comparing August promotions across domestic and imported brands revealed little difference from regular sales. Most campaigns still centered on gifting small appliances, upgrading audio-visual equipment, or offering zero-down, low-interest loan plans, with actual price discounts not as significant as expected.

Many commenters agreed, stating that Ghost Month doesn't necessarily bring 'unusually low prices.' Instead, bigger discounts tend to appear during summer sales competitions or at year-end and beginning-of-year inventory clearance periods. Some believe real discount margins depend on negotiation with sales representatives and comparing multiple dealers—so it's inaccurate to assume all models automatically drop in price just because it's Ghost Month.

That said, buying during Ghost Month isn't without hidden advantages. Used car dealer 'Liangqian Haoche' points out that off-season purchases may lead to better pricing, more available inventory, and faster loan approval. 'Shin-An Tokyo Marine Insurance' also explains that as many imported car brands launch new or facelifted models in the second half of the year, they need to clear out old inventory—making Ghost Month a potential window for more noticeable clearance discounts. In contrast, some domestic manufacturers may schedule summer breaks during this period, resulting in less aggressive promotions.

For those concerned about tradition but unwilling to miss out on savings, experts recommend a smart workaround: visit dealerships, negotiate prices, sign contracts, and even complete registration during Ghost Month, but schedule the actual vehicle handover for after the lunar seventh month ends. This way, buyers can secure off-season pricing while avoiding the psychological discomfort of 'pulling a car' during Ghost Month.

Additionally, car ownership costs go beyond the vehicle price—they include loans and insurance. Shin-An Tokyo Marine Insurance reminds consumers that further savings can be achieved by comparing insurance plans independently. For example, purchasing directly through an insurer's official website, rather than letting the dealer handle everything, can lead to tangible cost reductions.

Source: Liangqian Haoche, Shin-An Tokyo Marine Insurance Editor: Tsai Hui-Hsin