After COVID-19: The new look of the Thai automotive market

The COVID-19 pandemic may have impacted Thailand’s car market last year but Delphys Hakuhodo’s Chutima Wiriyamahakul and Krittamate Wuthimatheekul say the industry is bouncing back strongly with new initiatives.

Thailand is Southeast Asia’s largest automotive market and the pandemic turned out to be a big speed bump for it in 2020. But with the situation improving, brands are designing strategies to face the changes brought on by COVID-19.

Functional factors

Thai people are more careful with money as the top concern is “anxiety about [the] economic situation”.

  To encourage customer adoption, many car brands with EV and plug-in hybrid EV models are offering worry-free packages as standard and these have set the benchmark for the EV market.

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