Luxgen: Taiwan’s Largely Unknown EV Brand

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When Luxgen was introduced to the world in 2009, it felt like Taiwan was finally ready to declare itself a serious player in the global automotive industry.

For decades, Yulon Motor had been known mainly as a manufacturer under license, building Nissans for the local market. But Luxgen was different. It was born not as a partner brand or a rebadge, but as Taiwan’s very own creation, conceived in-house through Yulon’s HAITEC R&D center and infused with an ambition to prove that Taiwan could innovate in the same league as Japan, Korea, and even Europe.

From the beginning, Luxgen set itself apart with technology. The first models — the Luxgen7 MPV and SUV — were marketed with features that in the late 2000s felt futuristic. A 360-degree “Eagle View+” parking camera, night vision assist, and lane departure warning weren’t typically found outside of high-end German cars. In Taiwan, it was electrifying to see a homegrown brand offer these as standard. Luxgen leaned into this identity, with its name itself derived from “Luxury” and “Genius,” promising not just cars, but a kind of Taiwanese intelligence on wheels.

I had a unique vantage point during this period, because I was fortunate enough to be part of Yulon’s product planning team that was tasked with studying new markets. One of those was the Philippines. We poured over data, market research, and customer habits, trying to understand where Luxgen could fit in a country long dominated by Japanese stalwarts like Toyota and Mitsubishi.

It was a fascinating experience. Filipino families, we found, valued spacious MPVs and SUVs, vehicles that could double as daily commuters and weekend adventure machines. Luxgen had those products. I remember the excitement within our small team as we imagined a Filipino family stepping into a Luxgen7 MPV for the first time, marveling at the technology that rivaled far more established brands. We knew we were trying to introduce something bold: not just another car, but a statement that Taiwan could build an aspirational brand.

Luxgen’s ambitions weren’t confined to the Philippines. The company was already expanding into China through a joint venture with Dongfeng, and it made inroads into Russia, the Middle East, and even Central America. For a while, the dream seemed within reach. Dealerships were opening in Vietnam and Cambodia, and new export markets like Iran were on the table. Luxgen cars were rolling on streets far from Taipei, and for Yulon, that must have felt like a vindication of decades of ambition. But global expansion is not easy. The challenges of brand recognition, service networks, and customer trust proved formidable, and by 2020 Luxgen had withdrawn from China and retrenched to its home market.

Yet even in its earliest years, Luxgen was looking toward an electric future.

Around 2010, it developed the Luxgen7 MPV EV+, a pioneering electric people mover co-created with AC Propulsion. It was more a proof of concept than a mass-market vehicle, but it showed Luxgen’s intent. It was powered by a 240 horsepower AC induction motor with 195 pound-feet of torque on tap. It could accelerate from 0–62 mph in 8.2 seconds and reach a top speed of about 90 mph. A lithium-ion battery packs offered a claimed 200-mile range on a single charge with moderate driving. There were few examples produced and sold.

Years later came the U5 EV, a subcompact crossover powered by a 50 kWh battery, capable of a range in the low 300-kilometer bracket. The U5 EV was aimed squarely at urban buyers, those who wanted the practicality of a compact SUV but with the environmental credentials of an EV. It didn’t last long on the market, but it built Luxgen’s experience in the segment.

The real turning point, however, arrived in 2023 with the launch of the Luxgen n⁷. Developed in partnership with Foxtron, the joint venture between Yulon and Foxconn, the n⁷ is based on Foxconn’s MIH open platform, often referred to as the “Android of EVs.” Unlike the earlier experiments, the n⁷ was conceived as a volume product from day one, designed to compete in the most dynamic part of the EV market: the midsize crossover SUV. Its styling is clean and contemporary, while the interior is filled with tech-forward features, from over-the-air software updates to Luxgen’s “LuxClub” connected services that allow owners to control their cars remotely via smartphone.

The n⁷ offers different configurations, starting with a single-motor, rear-wheel-drive version fitted with a 60 kWh battery, good for nearly 500 kilometers of range under Taiwan’s test cycle. Long-range versions stretch that figure well over 600 kilometers, and an all-wheel-drive, dual-motor variant is slated to follow. Charging speeds peak at 135 kW, meaning drivers can replenish a large portion of the battery in well under an hour. More importantly, it has resonated with customers. By the time deliveries began in January 2024, Luxgen had already amassed more than 20,000 preorders, making the n⁷ one of the most successful vehicle launches in Taiwan’s history.

Taiwan’s unique position as an EV market presents both opportunities and contradictions that work in Luxgen’s favor. The island boasts a robust electrical grid capable of supporting widespread EV adoption without the infrastructure bottlenecks that plague other developing markets. Yet this advantage comes with an environmental asterisk: Taiwan’s electricity generation remains roughly 90% fossil fuel dependent, with renewables contributing only about 10% to the energy mix.

The recent shutdown of the Jinshan nuclear power plant has only intensified this reliance on coal and natural gas, creating an ironic situation where Taiwan’s EVs, while technically zero-emission vehicles, are still indirectly powered by carbon-intensive energy sources. For Luxgen, however, this energy reality is less important than the charging convenience it enables. Drivers can focus on the immediate benefits of electric mobility without worrying about range anxiety or charging availability, while the broader energy transition unfolds over the coming decades.

Beyond the n⁷, Luxgen’s EV roadmap extends into multiple segments as the brand positions itself to become Taiwan’s first fully electric automaker. The company has announced plans for a smaller crossover tentatively called the n⁵, designed to compete in the compact SUV segment that has proven so popular with Taiwanese urban families.

A larger n⁹ flagship is also reportedly in development, aimed at premium buyers who want the space of a traditional three-row SUV but with cutting-edge electric drivetrain technology. All future models will leverage the flexibility of Foxconn’s MIH platform, allowing Luxgen to share development costs while customizing each vehicle for specific market needs. The production timeline is aggressive, as the company aims to have three distinct EV models in showrooms by 2026, with annual production capacity scaled to meet domestic demand and potential export opportunities.

This ambitious plan unfolds against Taiwan’s increasingly competitive EV landscape. Tesla has already established a strong foothold among affluent early adopters, while Chinese brands like BYD are eyeing the market with more affordable alternatives. European manufacturers aren’t ignoring Taiwan either, with BMW, Mercedes, and Audi all expanding their EV offerings locally.

For Luxgen, the challenge is carving out a distinct identity that leverages both its Taiwanese heritage and technological partnership with Foxconn. The company is betting that local buyers will appreciate supporting a homegrown brand, especially one that can match foreign competitors on technology while potentially offering superior after-sales service and understanding of local preferences. It’s a strategy that worked for Hyundai and Kia in their early export years, when Korean consumers rallied around domestic alternatives that gradually proved themselves against Japanese incumbents.

My remaining sources at Luxgen tell me that it is now positioning itself as Taiwan’s first true EV brand. It will ditch ICE vehicles, get hybrids in the lineup, and is targeting global export once again.

Email me: tribstribdino@gmail.com