Already in the past year it became clear that the manufacturer’s recommended retail prices are hard to keep due to the high demand and, according to various partners, the entry prices of the model variants are set too low. The manufacturers are all under pressure and this from several sides.

But not only is demand high, the manufacturers are also struggling with rising prices in production. This starts with the manufacture of the GPUs, the costs for the memory, for the PCB and many other components. The production lines will also 2021 be well utilized, so that the corresponding capacities will cost more. In mid-December we had already written a short summary about it.

Now ASUS dares to take cover. On the ASUS PC DIY Group Facebook group, ASUS Technical Product Marketing Manager Juan Jose Guerrero III said:

“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 fits the prices for the Graphics cards and mainboards are increasing or increasing at the beginning of the year. This is justified with higher costs for components, the production itself and in the logistics. However, ASUS does not state by how much the prices will increase on average. In our own webshop (at least in the USA) graphics cards and mainboards are already showing higher prices.

We asked ASUS whether the price increase also applies to Germany. In addition, the reduction in VAT from 19 to 16% has now been lifted again and the prices in the ASUS webshop have been increased by this 3%. We could not determine any further changes at first.

Based on the US prices, we can add a few examples: This is how a ROG Strix LC Radeon RX 6800 XT OC Edition previously cost 899, 99 US dollars . The price has now been set to 1. 097, 99 US Dollars raised. A ROG Strix GeForce RTX 3090 OC should now be 1. 979, 99 cost US dollars and was previously at 1. 799, 99 US dollars.

As soon as we have feedback from ASUS, we will update this message accordingly. It will also be interesting to see whether other manufacturers will act similarly.

Update: Situation in Germany

ASUS Germany has meanwhile sent us a statement, which relates to the situation in this country:

“The statement of the US subsidiary relates to the USA and the applicable import duties and logistics costs. In addition to material costs, the pricing also consists of regionally different costs, including logistics. In order to react to the current market situation, the recommended retail prices are occasionally adjusted. In Germany, for example, value added tax was restored at the turn of the year to 19%. “

It is so it is possible that prices will also change in this country. Except for the resetting of VAT to 19%, nothing should happen in Germany for the time being.