By end of May 2026, 15 automakers have announced price increases of 3% to 8%, affecting over 120 passenger vehicle models. MCU procurement prices have risen 15% to 25% year-over-year, IGBT and SiC devices are up 20% to 30%, and certain ADAS SoC models have surged over 40%. Analysts expect chip cost pressure to peak in Q3 2026 before gradually easing.
The Price Hike Landscape: 15 Brands, 120+ Models Involved
By late May 2026, the auto market is experiencing a rare wave of collective price increases. 15 automakers have announced price adjustments, with hikes concentrated in the 3% to 8% range, affecting over 120 passenger vehicle models.
The distribution of price hikes shows clear structural differentiation:
| Hike Range | Share | Representative Strategy |
|---|---|---|
| 3% to 5% | 55% | Moderate adjustment, partial cost pass-through |
| 5% to 8% | 38% | Significant adjustment, covering chip cost rises |
| Over 8% | 7% | Structural adjustment paired with feature upgrades |
The core driver of this round of price hikes is not overheated demand, but rigid upstream semiconductor cost transmission.
Chip Price Surge: Full Chain Pressure From MCU to ADAS SoC
Automakers' chip cost pressure spans the complete hierarchy from basic controls to intelligent driving:
- MCU procurement prices rose 15% to 25% year-over-year, affecting body control, door locks, HVAC, and other basic modules
- IGBT and SiC power devices are up 20% to 30%, directly impacting e-drive system costs
- ADAS SoC chips for some models have surged over 40%, creating maximum cost pressure on high-end intelligent driving vehicles
A sourcing executive at a new EV maker revealed that ADAS chip costs alone have added approximately 3,000 to 5,000 yuan per vehicle.
Four Divergent Automaker Response Strategies
Faced with chip price hikes, different automakers have chosen markedly different response paths:
- Direct price increases: NIO, XPeng, Li Auto and other new forces led the adjustment, citing high intelligent driving hardware cost ratios
- De-speccing to maintain prices: Some traditional brands opted to lower chip specifications or drop certain intelligent features to hold sticker prices
- In-house chip development: BYD and Geely accelerated self-developed chip mass production to reduce dependence on external suppliers
- Supply chain restructuring: Great Wall, Chery and others turned to cultivating second suppliers to diversify procurement risk
Procurement Timing Recommendations for Overseas Buyers
The chip price surge is directly impacting procurement decisions for Central Asian and Russian importers:
- Currently in the early transmission phase of price hikes, some models' export prices have not yet fully adjusted, creating a short-term window
- Brands with strong in-house chip capabilities (such as BYD) are less affected by cost volatility and offer higher supply chain stability
- Analysts predict chip pressure will peak in Q3 2026, after which capacity ramp-ups will gradually ease the situation
For overseas dealers planning bulk procurement, prioritizing brands with in-house chip capabilities or long-term supply agreements is recommended. EX1000.COM has launched a chip supply chain risk assessment tool to help buyers anticipate cost fluctuation risks for target models.
