Jeep returns to Taiwan market after 15-year absence

Jeep 闊別台灣市場15年後重返台灣。

TAIPEI (Taiwan News) — Jeep returned to the Taiwan market on Wednesday after a 15-year absence, unveiling two models at a launch event attended by officials from the American Institute in Taiwan and representatives from the American Chamber of Commerce, according to CNA.

The brand will offer the Sahara and Rubicon. The Sahara features the Selec-Trac 4x4 system and is priced at NT$2.1 million (US$67,274), while the Rubicon includes the upgraded Rock-Trac 4x4 system and is priced at NT$2.4 million. Deliveries are expected to begin in the second quarter of 2026.

AIT Commercial Officer Jeffrey Dutton said Taiwan plays a key role in the global automotive supply chain, supplying chips and high-quality components. He added that the US and Taiwan economies have become increasingly interdependent in sectors such as semiconductors, ICT, artificial intelligence, and automotive technology.

Jeep International Vice President Bob Graczyk delivered remarks via video, calling the company’s return to Taiwan a “new chapter” in cooperation. He said Jeep’s core values of freedom, authenticity, and exploration resonate with local consumers, and the brand plans long-term development as US–Taiwan trade ties deepen.

Distributor PG Union (寶嘉聯合) said the relaunch is strategically timed following progress in US–Taiwan tariff negotiations. Executive Director Wu Rui-hong (吳睿弘) told the media the reintroduction of US-made, European-specification Jeep models is intended to secure a foothold ahead of finalized tariffs, as demand is expected to exceed production capacity.

Wu said the automotive sector has undergone rapid changes over the past 15 years and that Jeep’s return marks the comeback of a traditional American brand to Taiwan. He added that if non-tariff barriers can be reduced and regulatory processes streamlined, the rollout of US-spec models in Taiwan could accelerate.

Wu also commented on recent restructuring moves by other automakers’ Taiwan distributors, saying global industry changes will continue. “This is just the beginning,” he said, adding that the industry must adapt as change becomes the norm.

Looking ahead, Wu predicted that Taiwan’s auto market will perform better in 2026 compared to 2025, with significant growth expected in 2027.