泰国汽车趋势：纯电动汽车的崛起 重塑国家未来？

Reshaping the Nation’s Future? September 2025 The Shifting AutomotiveLandscape in Thailand Growth trajectory of EV adoption in Thailand The Driving ForceChinese OEMs' successful market penetration. BYDled new vehicle orders at the April 2025Bangkok International Motor Show;8 of thetop 15 brandswere Chinese. KEY FACTORS: People are consideringbuying HEV/BEV fortheir next cars,surpassing those whoconsider ICE Types of vehicles consideredat next purchase Future interest for BEV isstrong and on par whencompared to HEV and Petrol;with around 1 in 3 consideringBEV at their next purchase –indicating continued growth isexpected over time. The Tipping Point: Consumer Mindset ShiftThai consumers are ready to consider purchasing EVs. Propelled by supportive government policies… EV 3.5Scheme 30@30 33%of car owners would considera Battery Electric Vehicle(BEV) for their next car. to achieve 30% of totalautomotive production aszero-emission vehicles(ZEVs) by the year 2030 Consumer subsidies andtax benefits for BEVs What Consumers Want:Key Drivers to Purchase Price and Value 57% Societal shift towardssustainability;transparency in BEVlifecycle is crucial. Competitive pricing ofBEVs, driven by ChineseOEMs, aligns value witheco-friendly benefitsand advanced features. Advanced tech like ADASand infotainment is nowstandard, dissolving trimlevel distinctions. BEVs offer a smoother,quieter ride enhancingconsumer appeal. Challenges Facing BEV AdoptionFactors on Function & Running are Real Concerns Range andBattery Anxiety60% 50% Fueled by news, onlinevideos and the newnessof the technology Range anxietypersists due to lessconvenient 'refueling’ Practicality is key,especially for thosewithout home chargers Challenges Facing BEV AdoptionOverall Value Post Purchase is also a Barrier Maintenance can becostly, includingrepairs, parts and eveninsurance premiums Ownership Cost 51% Uncertainty about BEVresale value can deterbuyers relying on trade-ins for down payments Market data from Q1 2025 shows:Despite an overall dip inautomotive sales to 2009 levels inThailand due to high householddebt and tightened lending, the EVsegment is remarkably surging. xEV sales reached67,000 units7%year-on-year growth xEV account for40.2%of total vehicle sales Hybrids (HEV)were the primary driver, capturing62%of xEV market share Challenges Facing BEV Adoptioncreating barriers despite growing popularity Aftersales Service Software Reliability Battery Quality Consumers seekassurances regarding thelong-term stability andfunctionality of thesoftware systems inChinese EVs, includingregular updates to addressbugs and introduce newfeatures. Questions remainregarding the expertise oftechnicians in servicingthese newer technologiesand potential delays inobtaining needed parts. Given Thailand's tropicalclimate, concerns existabout battery longevity,performance in extremeweather conditions (e.g.,heavy rain and flooding),and safety, particularlythe risk of battery fires. Challenges Facing BEV Adoptioncreating barriers despite growing popularity Resale Value Lower prices make the car moreaffordable to consumers whenpurchased new but will also lead tolower resale values when the carenters the used vehicle market. The Competitive Landscape: Japanese automakershistorically dominated themarket with strong brandequity. They are responding toBEV trends via strategicpartnerships and hybrid focus.Some brands partner withChinese firms to accelerate EVtech adoption. The Co-existence ofICE and BEV Internal Combustion Engine (ICE) vehiclesare not disappearing soon and likely retainstrong market share in key segments,especially pickup trucks, a staple of theThai market. Both ICE and BEV technologies will co-exist and compete. Manufacturers are stillinvesting in improving ICE technology. ICEvehicles will continue to hold a uniqueappeal for different customer segmentsand use cases. KEY TAKEAWAYS Build brand & Trust Establish a 360 ecosystem Cost vs Value Keep developing technologyDeliver an excellent experienceBe ready for external factors Competitive Pricingvs. PackagesSustainablecommercial strategy Meet underlying needsCustom to core targetStay monitor & update THANK YOU PR Contact:Sirada.Kulphaisal@ipsos.comipsos.com/en-th