GeForce RTX 40-Series GPUs Are 22% More Expensive in Europe

GeForce RTX 4090 Founders Edition
(Image credit: Nvidia)

Although Nvidia lowered recommended price of its flagship graphics card by $400 with the launch of the GeForce RTX 4090, it increased the prices of other high-end offerings significantly with its GeForce RTX 4080 models. It is self-evident in Europe that the new GeForce RTX 4080 16GB cost almost the same amount of money as the GeForce RTX 3090 24GB several months ago.

Prices of graphics cards have been increasing gradually since the early 2000s, but in recent years prices of the best gaming graphics cards rose quite dramatically due to higher prices of graphics processing units (GPU) production at contract manufacturers like TSMC and Samsung Foundry, higher costs of actual boards production, chip shortages/complicated logistics as well as very strong demand from gamers, miners, and professionals.

With its Ada Lovelace family of GPUs, Nvidia faces higher costs at TSMC as it is significantly more expensive to make chips using TSMC's 4N technology than on Samsung Foundry's 8LPP production node at the same die size and yields. Hence, price hikes were always on the table for GeForce RTX 40-series graphics boards. Yet, Nvidia's price hikes look to be more significant than expected.

U.S. MSRPs do not include taxes, whereas German MSRPs include a VAT of 19%. Furthermore, when Nvidia launched its GeForce RTX 30-series two years ago, the euro was considerably stronger against the U.S. dollar, so those boards were more expensive in Germany than in the U.S.

Swipe to scroll horizontally
Header Cell - Column 0 U.S. Launch MSRPGerman Launch MSRPGerman Launch MSRP without VAT
GeForce RTX 3080 10GB$699€719 ($717)$602
GeForce RTX 4080 12GB$899€1,099 ($1,096)$919
GeForce RTX 3080 12GB$799??
GeForce RTX 3080 Ti$1,199€1,199 ($1,196)$1,004
GeForce RTX 4080 16GB$1,199€1,469 ($1,465)$1,230
GeForce RTX 3090$1,499€1,549 ($1,545)$1,297
GeForce RTX 4090$1,599€1,949 ($1,943)$1,631
GeForce RTX 3090 Ti$1,999€2,249 ($2,242)$1,882
GeForce RTX 4090 Ti???

Nvidia's GeForce RTX 3080 10GB used to cost $699 at launch two years ago, and it was not cheap at all because it was not the company's flagship offering. Yet, Nvidia's GeForce RTX 4080 12GB now costs $899, and it's not even the second most potent product in the lineup. Meanwhile, this 12GB board costs even more in Europe (€1m099, according to Andreas Schilling), which makes it somewhat less appealing.

It gets worse with the GeForce RTX 4080 16GB which costs $400 more than the company's GeForce RTX 3080 12GB released a few months ago and carried the same MSRP as the GeForce RTX 3080 Ti based on a flagship GPU. Of course, Nvidia's AD103 GPU is considerably more complex and hard to produce than Nvidia's GA102, but GeForce RTX 4080 16GB is not a top-of-the-range device to cost well above $1,000.

Regarding flagship offerings, Nvidia's GeForce RTX 4090 will cost $1,599 at launch, which is $100 more expensive than the GeForce RTX 3090 at launch and $400 cheaper than the GeForce RTX 3090 Ti at launch. We have no idea why Nvidia decided to make its flagship offerings more affordable (perhaps because it is prepping GeForce RTX 4090 Ti that will sit above the RTX 4090). Still, well-known hardware blogger Kopite7kimi says that selling the GeForce RTX 4090 for $1,599 was a 'last minute decision' by Nvidia's chief executive.

Overall, while there are objective reasons why Nvidia's new graphics processors and graphics cards are more expensive than their predecessors, and they promise to be considerably faster than the GeForce RTX 30-series parts, their recommended prices seem to be too high. Meanwhile, if Nvidia makes last-minute decisions about a price drop for its GeForce RTX 4090, the company probably has abilities to sell its latest products a bit cheaper.

Anton Shilov
Freelance News Writer

Anton Shilov is a Freelance News Writer at Tom’s Hardware US. Over the past couple of decades, he has covered everything from CPUs and GPUs to supercomputers and from modern process technologies and latest fab tools to high-tech industry trends.

  • watzupken
    I think this pretty much paints the picture that RTX 3080 10GB was never meant to be that cheap. The current pricing is somewhat similar to the Turing series where the xx80 is not affordable for most gamers. I do feel it's worthwhile waiting to see what RDNA3 can bring to the table.
  • I'm not sure if the author realises VAT is not uniform in all EU member countries. In Poland it's 23% and € is not the national currency.
    Also, don't compare German market to whole Union. It's not a determinant.
  • escksu
    As long as mainstream cards like 4060/4050 series remain affordable (when its out), its ok.
  • Co BIY
    US sales taxes average 7-10% total (state and local ) for most consumers but is never expressed in the advertised price because it varies based on location of the seller or the buyer (for internet sales). So that tax advantage is not as great as it may appear.

    Weirdly the US Dollar and the Euro are at parity as I write this. That is the first time I remember that happening.
  • TheOtherOne
    Haven't seen the prices yet but going by the history, even after currency conversion, these will probably be about 40% more expensive in Australia too!
  • -Fran-
    The prices in the UK are ludicrous. Like, absolutely stupid.

  • SunMaster
    I have no idea what the Norwegian prices are at launch, but I don't think it's comparing apples to apples when you compare US price exclusive sales tax with <insert country here> with sales tax.

    I can dislike nVidia for a lot, but not for sales tax across the world.
  • Well, consumer should be smart and not buy things that is expensive. People have to start voting with their $$ in order for prices to come down
  • hannibal
    Well this is the trend. Intel is talking about incgreasing CPU prizes. AMD announcement of keeping 7000 series prices same... make it hard to Intel to execute that plan. When Nvidia did increase prices, also AMD could increase... Lets see what they do. If they keep the price level same... Well that will be interesting indeed!
    Do the AIB artificially increase AMD pricing, so that they can
    subsidize bad income from Nvidia GPUs? But all in all prices are coming higher.
  • sizzling
    tommo1982 said:
    I'm not sure if the author realises VAT is not uniform in all EU member countries. In Poland it's 23% and € is not the national currency.
    Also, don't compare German market to whole Union. It's not a determinant.
    There are other factors too. The UK/EU have more consumer rights, these add to the cost of doing business in these regions.