Taiwan’s automotive landscape reached a major milestone this week as Foxtron Vehicle Technologies officially introduced its first self-branded electric vehicle. The new model, named the Bria, was unveiled during an online launch event on Christmas Day. Developed through a joint venture between electronics giant Foxconn and Yulon Motor, the Bria represents Taiwan’s first homegrown electric car designed specifically for international export. This launch signals the company’s transition from a behind-the-scenes manufacturer to a front-facing global brand.
The Bria is a compact crossover built on the versatile MIH open-source platform. It is largely based on the previously showcased Model B concept, which featured design work from the renowned Italian firm Pininfarina. The vehicle enters the market with a sleek, aerodynamic profile that achieves an impressive drag coefficient of 0.26. This focus on efficiency helps the Bria deliver a maximum driving range of up to 516 kilometers under the NEDC standard. All launch versions will utilize a 57.7-kilowatt-hour lithium iron phosphate battery, known for its durability and safety.
Foxtron is positioning the Bria with a competitive pricing strategy to attract a broad range of buyers. The model will initially be available in three different versions, with prices ranging from approximately 28,600 to 36,540 dollars. By offering multiple price points, the company aims to make sustainable transportation accessible while showcasing Taiwan’s strengths in AI and electronics integration. The vehicle also features advanced driver assistance systems, including L2 to L2+ autonomous capabilities and a 360-degree surround-view camera.
This product launch coincides with a significant restructuring of Foxtron’s business operations. Just days before the unveiling, the company announced its acquisition of the Luxgen passenger-car brand from Yulon Motor for roughly 25 million dollars. This deal allows Foxtron to take full control of Luxgen’s existing sales subsidiaries, service centers, and retail outlets. By integrating these established networks, Foxtron can manage the entire consumer experience from initial sale to after-sales maintenance.
The move marks a strategic shift for Foxconn, which is famously known as the primary manufacturer of Apple’s iPhones. While the company continues to offer contract design and manufacturing services to other automakers, the Bria allows it to test its own brand identity. Leaders at Foxtron emphasized that a self-owned brand provides direct insights into consumer demand and market trends. They intend to use this knowledge to refine their manufacturing platforms for future partners.
Looking ahead, Foxtron has ambitious plans to expand the Bria lineup beyond the borders of Taiwan. The company has already expressed interest in entering markets like Australia and New Zealand by late 2026. This expansion will likely involve collaborations with international partners to ensure local support and distribution. As the global shift toward electrification accelerates, Foxtron’s blend of tech-sector speed and traditional automotive engineering could make it a formidable new player on the world stage.
