Tuesday, January 5th 2021

ASUS Officially Increases Prices of Graphics Cards and Motherboards

ASUS has today prepared a gift for everyone involved in the PC community. The company announced that starting from today, prices of PC components like graphics cards and motherboards will get increased. Apparently, ASUS has decided to adjust the prices due to the increased cost of components, logistics, and operations. It is reported that the company was working closely with its partners to minimize the increase of pricing, however, that has turned out to be impossible and ASUS has been forced to increase prices. Starting with ASUS'es official store, over the retailers like Newegg and Amazon, consumers are expected to see increased pricing of ASUS components.
Juan Jose Guerrero III - ASUS's Technical Product Marketing Manager
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 store has listed the following components at their respectable prices:
  • ROG-STRIX-RTX3090-O24G-WHITE: $2,109.99
  • ROG-STRIX-RTX3090-O24G-GAMING: $ 1,979.99
  • RTX3090-24G-EK: $2,014.99
  • TUF-RTX3090-O24G-GAMING: $1,839.99
  • ROG-STRIX-RTX3080-O10G-WHITE: $1,049.99
  • ROG-STRIX-RTX3080-O10G-GAMING: $ 929.99
  • RTX3080-10G-EK: $999.99
  • TUF-RTX3080-O10G-GAMING: $859.99
  • ROG-STRIX-RTX3070-O8G-WHITE: $779.99
  • ROG-STRIX-RTX3070-O8G-GAMING: $699.99
  • RTX3070-8G-EK: $729.99
  • TUF-RTX3070-O8G-GAMING: $649.99
  • KO-RTX3070-O8G-GAMING: $639.99
  • DUAL-RTX3070-O8G: $599.99
  • ROG-STRIX-RTX3060TI-O8G-GAMING: $599.99
  • TUF-RTX3060TI-O8G-GAMING: $ 529.99
  • KO-RTX3060TI-O8G-GAMING: $519.99
  • DUAL-RTX3060TI-O8G: $ 499.99
Right now, a question remains will other AIBs start doing the same, or this is just an isolated case.
Source: VideoCardz
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86 Comments on ASUS Officially Increases Prices of Graphics Cards and Motherboards

#26
HD64G
2021 begun greatly for the PC market I see...
Posted on Reply
#27
TumbleGeorge
Dristun
new normal
What is this? Please with details! So far I thought that the normal is only one and there can be no alternatives because they would be abnormal.
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#28
Octopuss
How many % increase are we talking about?
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#29
X4K4
here comes the console masterrace ^^
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#30
Vya Domus
X4K4
here comes the console masterrace ^^
Oh yeah 2016 level performance is really superior.
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#31
demu
I officially added Asus to my shit list.
Posted on Reply
#32
AusWolf
A 3090 for 2 grand? Jesus...

I'm glad I did all my planned ASUS-related hardware upgrades late last year.
Posted on Reply
#33
Max(IT)
Bwaze
"The 3080 and 3090 have a demand issue, not a supply issue." - Jensen Huang, CEO of Nvidia, October 2020.
Someone still believe in that man ?
demu
I officially added Asus to my shit list.
I strongly suspect many others manufacturers will follow...
Octopuss
How many % increase are we talking about?
Yep. This is the right question, because I’m not sure about US pricing before the increase
Posted on Reply
#34
X4K4
Vya Domus
Oh yeah 2016 level performance is really superior.
i mean yeah complete system though and cheaper than entry gaming pc ^^
Posted on Reply
#35
Bork Bork
In order words, the US will finally know what it feels like to shop in the EU, no doubt every other brand will follow suit.
Posted on Reply
#36
Chiven
Bork Bork
In order words, the US will finally know what it feels like to shop in the EU, no doubt every other brand will follow suit.
Why do I have a feeling they won't, as EU and rest of the planet just Willi be screwed harder?
Posted on Reply
#37
Dave65
This is why I hate ASUS and don't buy their overpriced tech no matter how good reviewers say they are.
Posted on Reply
#38
TumbleGeorge
Bork Bork
In order words, the US will finally know what it feels like to shop in the EU, no doubt every other brand will follow suit.
Not sure border taxes for hardware produced outside EU is big, also VAT for hardware. In EU VAT is average 21.3% has countries with 25% VAT. In Hungary VAT is 27%. Not sure now is percentage especially for PC components but so sure VAT+border taxes make prices of hardware much bigger than US.
Posted on Reply
#39
neatfeatguy
ASUS Management: Listen up everyone, we've been feverishly talking with Nvidia about the supply chain for the GA104 and GA102 chips and it's not looking good. We can't get enough in to keep up with demand for our customers and it's looking bad....real bad. Without enough product to produce and ship, we're not hitting numbers and our investors are extremely concerned. So, we've decided to help make up for the deficit of GPUs manufactured we're going to hike prices.
ASUS Employee 1: Won't that piss off our customers and drive them away....no other manufacturer has announced a price hike on their GPUs.
ASUS Management: We hear you, but we don't acknowledge your question because you're not important. As I was saying, the price hike on GPUs is going to be exorbitant. The Nvidia MSRP for a 3070 is $499. We will be looking at a minimum of a 20% price hike on our entry level 3070, making the retail priced version at $599.
ASUS Employee 2: That puts our cards priced higher than the RX 6800 from AMD.....what kind of madness is this?
ASUS Management: <talking quietly to security> Remove that employee from the building, let him know we'll ship his personal belongings to his house. <speaking to the company> We understand that we cannot just come right out and say we're hiking GPU prices - that will look exceptionally poor. We've decided
ASUS Employee 2: Hey! What are you guys doing? Let go of me! I won't go quietly! You can't do this to....
ASUS Management: to apply this price hike to all PC hardware components. Pricing will be anywhere from 20 to 40%, maybe even a bit higher depending on the product...I'd ask if there were any questions, but your thoughts on the matter are not relevant. Oh, and Happy New Year, everyone!
Posted on Reply
#40
Lycanwolfen
employee24601
Yeah. I still got a 1080 Ti on a 4790k running at 1440p and apart from ray tracing, I can't say I feel like I'm missing out on much. Especially if those prices are the new norm, screw that.
Amen Bro, Still have core i9 9900 KFC with twin 1070 Ti's in SLI and running 2160p no ray tracing but who cares over 100 fps pretty much any game and with Sweet FX running it can almost look like ray tracing.
Posted on Reply
#41
Zareek
I had been buying ASUS products again after putting them in the doghouse for about 10 years. Throw this on top of my recent ASUS Wi-Fi router experience, they going back in the doghouse. Most of their products are already overpriced with big fat margins, this is just insult to injury.
Posted on Reply
#42
RedelZaVedno
Greed Inc... They're killing DIY PC segment of the market bit by bit. Companies have clearly refocused on useless overpriced gaming laptops and shitty prebuilds.
No love for us PC enthusiast crowd left in this greedy world. It's all about squeezing the last buck out of uninformed consumers now :(
TumbleGeorge
Not sure border taxes for hardware produced outside EU is big, also VAT for hardware. In EU VAT is average 21.3% has countries with 25% VAT. In Hungary VAT is 27%. Not sure now is percentage especially for PC components but so sure VAT+border taxes make prices of hardware much bigger than US.
There's no border tax for PC hardware between US and EU. VAT can be covered with currency difference 1 EUR = 1.23 USD aka $500 product in US should cost €500 in EU, everything else is demanding higher profit margin for non US costumers AKA greed.
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#43
TheOne
Note to self, when or if I get around to building a new computer this year don't buy from ASUS.
Posted on Reply
#44
TumbleGeorge
RedelZaVedno
There's no border tax for PC hardware between US and EU. VAT can be covered with currency difference 1 EUR = 1.23 USD aka $500 product in US should cost €500 in EU, everything else is demanding higher profit margin for non US costumers AKA greed.
LoL. PC components are mostly produced in South Asia and US to EU agreement doesn't matter.
Posted on Reply
#45
RedelZaVedno
TumbleGeorge
LoL. PC components are mostly produced in South Asia and US to EU agreement doesn't matter.
Fine, but that doesn't explain the fact that I have to pay not MSRP+VAT but A LOT more in Germany than in US for the hardware. It can only be explained by assumption that corporations demand higher margins in EU than in US. Take a FB's Oculus Quest 2 for example. Price in US $300 in EU €350, €50 ($60) price premium for the same product. +20% higher price even when you exclude VAT difference. Europeans are getting screwed big time on regular basis when it comes to hardware pricing.
Posted on Reply
#48
ThrashZone
Hi,
I'm sure good old Joe will fix all this tariff stuff left behind.
Posted on Reply
#49
Max(IT)
Bork Bork
In order words, the US will finally know what it feels like to shop in the EU, no doubt every other brand will follow suit.
Unfortunately I think those prices increase will affect also the already inflated EU price
Posted on Reply
#50
vvtunes
2017 is now calling to ask for its price inflation back... :mad:
Posted on Reply
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