Foxtron Vehicle Technologies—a joint venture between tech giant Foxconn and Yulon Motor— unveiled its first electric vehicle called Bria.
Globally recognized as Apple’s primary iPhone assembler, Foxconn is now leveraging Foxtron as its entry point into the electric vehicle market. Unveiled in Taipei, the Bria becomes the first electric vehicle developed in Taiwan specifically for global export, signaling that the Foxtron partnership has moved beyond concept cars and prototypes.
However, the Bria is more than just a product; it’s a proof of concept for Foxconn’s “Contract Manufacturing” model. Just as they manufacture hardware for Apple, they want to manufacture the “hardware” for the future of transportation.
The company recently agreed to acquire Yulon’s Luxgen passenger-car brand outright, including its sales subsidiaries, retail network, and workforce. This move gives Foxtron full operational control across vehicle development, sales, and after-sales service, effectively creating an end-to-end EV value chain rooted in Taiwan. For Foxconn, which holds a 45.6 percent stake in Foxtron, the Bria EV is less about immediate sales volume and more about proving it can translate its electronics manufacturing expertise into the far more complex automotive sector.
According to Reuters, the Bria EV will launch in three variants, with prices ranging from approximately $28,600 to $36,540.
The Bria EV is the most tangible outcome yet of Foxconn’s increasingly aggressive push into automotive manufacturing over the past year. Rather than positioning itself as a traditional car brand, Foxconn has made its intentions clear: it aims to replicate the contract-manufacturing model that made it dominant in consumer electronics. Through Foxtron, the company offers automakers design, engineering, and large-scale production services—allowing partners to accelerate electrification without building entire EV programs from scratch.
This strategy has already attracted interest from legacy automakers under pressure, most notably Nissan. Reports indicate that Nissan has explored potential cooperation with Foxconn as it seeks to improve factory utilization and recalibrate its EV strategy following stalled partnerships. Foxconn has also hinted that additional Japanese automotive partnerships could be announced in the near future.
While technical details about the Bria remain limited, Foxconn plans to introduce the model overseas through its newly acquired Luxgen brand, which will be spun off and rebranded as Bria. Positioned as a globally exportable vehicle rather than a regional offering, the Bria could find its way into markets across Asia, Europe, and potentially North America. For Foxconn, it will serve as a real-world test of whether its manufacturing-first approach can resonate with global EV buyers.
