ASUS is raising motherboard prices in China starting after October 8, 2024. This adjustment directly impacts builders who are planning to purchase ROG, TUF, or PRIME series boards. The cost increase reflects higher component expenses and supply chain pressures affecting the entire industry.
ROG series faces 10 percent hike while TUF and PRIME see smaller increases
The pricing changes apply to specific product lines with varying percentage hikes. ROG series motherboards will see the largest increase at approximately 10 percent. TUF series boards will rise by about 7 percent. PRIME series models will experience a smaller increase of roughly 5 percent.
These price adjustments stem from rising costs for printed circuit boards and capacitors. AMD also notified partners of a separate chipset price increase. The chipset hike is set to take effect in the fourth quarter of 2026 due to higher production costs at TSMC.
Other major manufacturers like GIGABYTE and MSI plan similar price increases through September 2026. We previously covered ASUS price rises for Intel Z890 and Z790 boards. The current adjustment focuses specifically on the Chinese market, though other regions may see delayed changes.
ASUS confirmed the immediate price hike for its Chinese partners. Final rates for other regions remain unconfirmed as they depend on local distribution processes. Buyers in China will face higher costs for these components starting this month.
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