Japanese Brands Dominate Taiwan Auto Market; Toyota Corolla Cross Tops Fuel-Powered Sales

Affected by the Lunar New Year holiday, Taiwan's new vehicle sales in February 2024 totaled 22,043 units, down 19.9% year-on-year. Japanese brands dominated the market, with Toyota leading the pack at 7,279 units—securing the top spot with a market share exceeding 30%. Honda and Lexus ranked second and third, respectively. In terms of models, the Toyota Corolla Cross emerged as the best-selling gasoline-powered vehicle with 2,441 units, followed closely by the Ford Territory and the Honda HR-V. In the new energy segment, 1,350 battery electric vehicles (BEVs) were registered. The Toyota bZ4X led the BEV category with 438 units, capturing nearly one-third of the pure electric vehicle market. Overall, Japanese brands maintained a dominant position across multiple dimensions—including brand rankings, individual models, and the new energy vehicle segment.