ASUS increases its MSRP pricing for motherboards and GPUs in the US

Is this a US-specific change, or a worldwide pricing alteration?

ASUS increases its MSRP pricing for motherboards and GPUs in the US

ASUS increases its MSRP pricing for motherboards and GPUs in the US 

ASUS US has announced on their ASUS PC DIY Facebook group that the company will be increasing the MSRP pricing of its components in 2021, responding to the rising cost of components, operating costs and logistical activities. Beyond that, the company blames import tariffs on the change. 

While most sites have reported this news as a global change, we will note that this news comes from ASUS US, and as such, it should not be considered the global voice of ASUS. We are contacting ASUS UK representatives to hear if this news will impact other markets, such as the UK and EU. With ASUS US mentioning import tariffs, some of their MSRP changes appear to be US-specific, though this remains unconfirmed. 

With PC hardware and technology as a whole seeing unprecedented demand in 2020, the price of many components has increased, increasing the material cost of a lot of hardware. These rising costs have decreased many companies' margins, and other US hardware suppliers will likely increase their MSRP pricing soon. Whether or not they will announce these changes publically like ASUS remains to be seen. 

Below is a comment from ASUS US' Juan Jose Guerrero III from the ASUS PC DIY group on Facebook. 

    Update regarding MSRP pricing for ASUS components in 2021.This update applies to graphics cards and motherboards*

We have an announcement in regards to MSRP price changes that are effective in early 2021 for our award-winning series of graphic cards and motherboards. Our new MSRP reflects increases in cost for components. operating costs, and logistical activities plus a continuation of import tariffs. We worked closely with our supply and logistic partners to minimize price increases. ASUS greatly appreciates your continued business and support as we navigate through this time of unprecedented market change.

*additional models may see an increase as we moved further into Q1


ASUS increases its MSRP pricing for motherboards and GPUs in the US  

At this time, we are waiting for a response from ASUS UK to assess the international impact of this announcement. 

You can join the discussion on ASUS US increasing the MSRP pricing of its motherboards and graphics cards on the OC3D Forums

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Most Recent Comments

05-01-2021, 10:30:37

This is due to America's tariff on goods assembled in China isn't it? GPUs now been dropped from the exclusion to it. This one:

Other companies that have also increased prices so far according to StockDrop:


But yeah, shouldn't apply to other countries, no logical reason it should do, but they might try it anyway.Quote

05-01-2021, 13:58:26

They could drop the ASUS tax. When that quasi-part of MSI retailer was found hiking prices folk lost their **** at MSI. ASUS routinely price gouge and scalp and no one blinks an eye.

If there really is greater demand and supply really is lagging, something I'm skeptical of, prices will inevitably rise to choke demand. I believe there is a whole academic discipline about this, called "Economics" or something like that. /sQuote

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