Foxtron Vehicle Technologies, the electric vehicle joint venture between iPhone assembler Hon Hai Precision Industry (Foxconn) and Taiwanese automaker Yulon Motor, officially unveiled its Bria electric crossover on Thursday, positioning it as Taiwan’s first domestically produced EV designed for global export.

The launch event in Taipei highlighted the model’s role in elevating Taiwan’s automotive industry on the world stage, leveraging the island’s strengths in electronics and manufacturing to challenge established players in the booming EV market. The Bria, a rebranded and refined version of Foxtron’s earlier Model B concept, will launch with three variants priced between NT$938,000 ($28,600) and NT$1.198 million ($36,540), targeting the compact SUV segment dominated by models like the Tesla Model Y and Hyundai Ioniq 5.

All three models utilize a 57.7-kilowatt-hour lithium iron phosphate battery pack, offering a maximum range of up to 516 kilometers under the Worldwide Harmonized Light Vehicles Test Procedure (WLTP). Deliveries in Taiwan are scheduled to begin in the first half of 2026, with export markets—including Southeast Asia, Europe, and select emerging regions—to follow pending regulatory homologation and certification processes. The Bria features a modern, aerodynamic design with a closed grille, slim LED headlights, and a sleek profile optimized for efficiency.

Built on Foxtron’s proprietary MIH (Mobility in Harmony) open-source platform, a modular EV architecture developed since 2021, the vehicle incorporates advanced driver assistance systems, fast charging capabilities (supporting 30-80% in about 30 minutes via DC fast chargers), and integrated infotainment drawing from Foxconn’s electronics expertise. Interior highlights include a spacious cabin for five passengers, a 15-inch central touchscreen, and customizable ambient lighting, with emphasis on premium materials and user-centric tech like over-the-air updates.

The launch coincides with Foxtron’s acquisition of Yulon Motor’s struggling Luxgen passenger-car brand for NT$787.6 million ($24.95 million), announced last week. The deal transfers 100% ownership of Luxgen, encompassing its five sales subsidiaries, a nationwide network of over 100 dealerships, service centers, and associated employees, totaling around 1,200 staff. Foxtron will integrate Luxgen’s infrastructure to establish a comprehensive EV ecosystem in Taiwan, covering research and development, manufacturing at its Kaohsiung facility, sales channels, and after-sales services, including warranty and parts distribution.

Foxtron aims to build a more complete electric vehicle value chain in Taiwan, the company stated in a press release, emphasizing vertical integration to accelerate local EV adoption and support export ambitions.

The acquisition also provides Foxtron with Luxgen’s established brand recognition in Taiwan, where it has sold over 500,000 vehicles since 2009, despite recent sales declines due to competition from imports.

Foxconn holds a 45.6% stake in Foxtron, Yulon 43.8%, with the remainder distributed among minority investors like Foxconn affiliates and strategic partners. The venture operates a contract manufacturing model under the MIH platform, designing and producing EVs for third-party brands while developing proprietary models.

Beyond Bria, Foxtron’s lineup includes the Model C (seven-seater SUV), Model T (electric bus, already deployed in Taiwan’s public transit), and Model E (luxury sedan prototype). The company has secured contracts with international clients, including a paused deal with Fisker and prior work with Lordstown Motors, but Bria marks its first consumer-branded push into global markets.

Foxtron’s strategy aligns with Taiwan’s national goals to become an EV hub, supported by government incentives like the NT$7,000-9,000 per kWh battery subsidies and targets for 100% EV sales by 2040. The island’s semiconductor prowess—home to TSMC—positions it for strengths in EV chips and batteries, with Foxtron collaborating on solid-state battery tech.

Market Context

Taiwan’s EV market remains nascent, with penetration at around 3-4% in 2025 (up from 1% in 2023), dominated by imports from Tesla, market leader with ~40% share, BMW, Mercedes, and emerging Chinese brands like BYD. Domestic production has been limited, with Luxgen’s earlier EVs like the n7 struggling due to range anxiety and charging infrastructure gaps. There are only about 5,000 public stations nationwide.

Bria’s launch, backed by Luxgen’s dealerships and Foxconn’s supply chain, which sources batteries from CATL and components globally, aims to boost local adoption while targeting exports to markets like Thailand, Indonesia, and the EU, where demand for affordable, tech-laden EVs is surging. The move comes amid global EV transitions, with Taiwan exporting $1.2 billion in auto parts in 2025 but minimal complete vehicles.

Analysts project Bria sales of 10,000-15,000 units in its debut year, potentially expanding to 50,000 annually by 2028 with overseas assembly partnerships.

Shares in Foxtron rose 2.1% on the announcement, closing at NT$45.60, while Foxconn gained 1.4% to NT$188 and Yulon 0.8% to NT$72.50 in Taipei trading. The acquisition and launch are seen as catalysts for Foxconn’s diversification beyond Apple, which accounts for 50% of revenue, targeting 10% of global EV contract manufacturing by 2030 amid slowing smartphone growth.

Shipments of foreign branded mobile phones in China more than doubled in November, rising to 6.93 million units, according to government-affiliated data released on Dec. 25 by the China Academy of Information and Communications Technology (CAICT).

Reuters calculations based on the CAICT release show the figure represents a 128.4 percent jump from a year earlier, a sharp rebound for overseas brands in a market that has largely been dominated by domestic manufacturers.

Total mobile phone shipments in China reached 30.16 million units in November, up 1.9 percent year on year. Foreign-branded devices therefore accounted for roughly 23 percent of overall shipments during the month, a notable expansion of market share at a time when overall industry growth remains modest. The data point to a late-year resurgence in demand for imported smartphones, even as Chinese brands continue to compete aggressively on pricing, specifications, and distribution.

The CAICT, described in its release as a government-affiliated research institute, identified Apple’s iPhone among the foreign-branded models contributing to the surge. However, the excerpts published did not provide a full brand-by-brand breakdown, nor did they specify which iPhone models were most in demand. The absence of details on sales channels, regions, or price tiers leaves open questions about whether the increase was driven primarily by high-end flagship purchases, promotional activity, or restocking by retailers ahead of year-end shopping.

The rebound stands out against the broader backdrop of China’s smartphone industry, which has faced slowing replacement cycles, cautious consumer spending, and intense competition among local players such as Huawei, Xiaomi, Oppo, and Vivo.

In recent quarters, domestic brands have captured the bulk of unit sales by offering a wide range of mid- to low-priced devices, often bundled with incentives through online platforms and telecom operators. A near tripling of foreign-branded shipments year on year suggests that demand for premium imported models strengthened in November, potentially linked to seasonal buying patterns, new product launches earlier in the year, or renewed consumer interest in established global brands.

Market participants are likely to watch closely how this shift affects competitive dynamics. A stronger showing by foreign brands could pressure domestic manufacturers to adjust pricing, increase promotions, or accelerate feature upgrades, particularly in the premium segment where margins are higher but competition is fiercer. It may also influence inventory planning and supply chain decisions heading into early 2026, especially if retailers anticipate sustained demand rather than a one-off seasonal spike.

The data also arrive amid heightened scrutiny of technology supply chains and the broader geopolitical environment shaping the consumer electronics industry.

While the CAICT figures and Reuters calculations have been widely republished, the snapshot nature of the data leaves important gaps for investors, analysts, and competitors trying to gauge momentum by brand or segment.

However, the November numbers offer a clear signal that foreign-branded phones, led in part by iPhone shipments, have regained a meaningful foothold in China’s handset market as the year draws to a close. Whether this marks the start of a more durable shift in consumer preferences or simply a temporary rebound tied to seasonal factors will become clearer as data for the opening months of 2026 emerge.