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Thai EV production set to increase, sparking price wars in a battered market

Thai EV sales may jump by 40% in 2025

President of the association: Production and subsidy conditions are driving EV sales

Analysts say that new supply and limited demand may intensify the price war.

By Chayut Setboonsarng

BANGKOK - Thailand's auto industry is already suffering from a slump in sales and experts say that a price war on EVs could be extended due to a rise in production by Chinese car manufacturers.

Suroj Sangsnit is the president of Electric Vehicle Association of Thailand. He said that electric vehicle sales are expected to increase by 40% in Thailand this year. This will surpass 100,000 units, reversing a 8% decline in sales from last year.

Sales are expected to surge due to a national incentive program that requires companies to produce 1.5 vehicles locally for every imported vehicle in the period 2022-2023 to qualify for tax incentives and avoid hefty fines.

This programme, which includes up to 150,000 baht in price subsidies ($4,400), has helped the second largest economy of Southeast Asia become the biggest EV market in the region, with 70,000 new EVs registered last year. The country imported 84,000 EVs from 2022 to 2023.

Analysts said that it could now intensify the fierce price competition on a market in which auto sales are falling due to tight credit conditions and escalating household debt.

Great Wall Motor slashed the price of the Ora Good Cat by as much as 275,000 baht in January. GAC AION cut the price of the AION Plus by 166,000 baht. Both companies are Chinese.

Tita Phekanonth is a senior analyst at the Economic Intelligence Unit of Siam Commercial Bank's (SCB) Economic Intelligence Unit. She said that price wars would be aggressive and widespread, as well as a possible discount for vehicles with internal combustion engines.

Thailand is a major hub for auto manufacturing in Asia. It exports approximately three-fifths (35%) of its locally produced vehicles.

In December, the Board of Investment (BOI), the organization that anchored the incentive program, made some changes to the rules. They extended the timeline for battery production and offered incentives for hybrid vehicles. This was done in order to alleviate concerns about oversupply and price wars.

BOI chief Narit Tehrdsteerasukdi said that EV firms would also start exporting in this year, possibly easing the oversupply.

He said that the EVs are not limited to either right- or left-hand drives. In fact, both EV models were produced in Thailand by Chinese automakers.

Hathaiwal Tungkaterakul is a senior researcher with Kasikornbank. She said that BYD (China) and Neta have invested in other markets, such as Indonesia, and their EV exports are competitive with Thailand's.

Weak demand in Thailand and abroad led to a 17th consecutive monthly drop in Thai auto production. Vehicle exports dropped 8.8% in 2024 while domestic sales plummeted 26%. This is the lowest level in 15 years.

Oversupply Concern

Thailand's auto industry, which was long dominated by Japanese companies, has seen an influx of Chinese investment in EVs over the past few years. This is due to subsidies and tax incentives that aim to convert 30% of Thailand's annual auto production into EVs by 2030.

According to EVAT, China's BYD and Great Wall Motor, among others, have invested more than 102.7 billion Baht ($3 billion).

BYD Great Wall Motor Changan GAC AION and BYD did not reply to a question about their strategies in anticipation of possible EV price reductions.

Suroj is the executive vice-president of SAIC Motor CP, a joint venture between China's SAIC Motor Group and Thailand's CP Group.

Suroj said that the local vehicles would be competitive, but they will only qualify for government subsidies if sold in this year. After which, support from the government will stop.

BYD is already under scrutiny by the government for its deep discounts, which can reach up to 340,000 Baht per electric vehicle. A consumer watchdog cleared the biggest EV seller of any wrongdoing last year.

(source: Reuters)