Structural Shifts Behind 132,951 Bookings at Bangkok Motor Show: Thailand’s EV Window and Chinese Automakers‘ Localization

Core Data 47th Bangkok International Motor Show (March 23 – April 5, 2026)

Total vehicle bookings: 132,951 units

Total visitors: approximately 1.8 million

Bookings increased significantly compared to previous year [3†L4-L6]

Top Brands by Bookings (for market reference)

Rank Brand Bookings

1 BYD 17,354

2 Toyota 15,750

3 OMODA & JAECOO 15,088

4 MG 10,537

5 Changan 8,573

6 Geely 7,811

7 Chery 7,509

8 GWM 6,819

9 GAC 6,287

10 Honda ~5,000

Chinese brands occupied 7 of the top 10 positions [1†L8-L12]. Thailand EV Market Context (Source: Federation of Thai Industries)

2025 Thailand BEV sales: ~120,000 units (+80% YoY)

Chinese brand EV market share in Thailand: >80%

Government target: 30% EV production by 2030; 100% zero-emission vehicle sales by 2035 [4†L27-L29]

Chinese Automaker Local Production Footprint in Thailand

BYD Rayong plant: 150,000 units/year (operational 2024)

GWM Rayong plant: 120,000 units/year, >50% localization

GAC Aion Thailand plant: operational 2024

More OEMs planning or building facilities [4†L43-L47]

In-Depth Analysis 1. Policy-driven market transformation Thailand’s EV promotion package—import tariff reductions (up to 40%), corporate tax exemptions (up to 8 years), land ownership rights, and relaxed foreign employee quotas—has fundamentally changed the competitive landscape [4†L23-L25]. These incentives were designed to attract EV investment and accelerate domestic adoption. The policy has succeeded in drawing significant capacity from Chinese automakers, who have responded faster than their Japanese counterparts. 2. From CBU exports to local production The more significant development is not showroom bookings but factory footprints. BYD’s Rayong plant began production in 2024. GWM operates a Rayong plant with over 50% localization. GAC Aion opened its Thailand plant in 2024. More are following [4†L43-L47]. This shift is driven by three factors:

Tariff and trade considerations: Local production reduces exposure to trade barriers on finished vehicles

ASEAN market access: Thailand’s free trade agreements create a manufacturing base for exports to other ASEAN members and beyond

Local content policies: Thailand’s EV framework encourages (and will eventually require) local sourcing, building a regional supply chain ecosystem

3. Consumer adoption trends Thai consumers are responding to EV value propositions. In a context of rising fuel prices, the total cost of ownership advantage of EVs has widened. Chinese brands have offered competitive pricing, long-range capabilities, and smart features that appeal to Thai buyers. The Bangkok Motor Show booking data reflects this demand—particularly in the mainstream and mid-premium segments. 4. Supply chain implications For tier-1 suppliers, Thailand is becoming a critical market. As Chinese OEMs scale local production, demand for locally sourced components will grow. Battery manufacturers, LiDAR suppliers, and chip suppliers that establish local presence in Thailand will capture structural growth. The shift from CBU to CKD to full local production creates tiered supplier opportunities at each stage

Industry Insights

Thailand’s EV transition is accelerating. Government policy, consumer preference, and local production capacity are all moving in the same direction. The market is becoming a regional hub for EV manufacturing and export. Thailand serves as a blueprint for other ASEAN markets. First-mover advantages in factory location, supplier relationships, and brand recognition will compound over time. The combination of policy support and market openness makes Southeast Asia a strategic priority.

BangkokMotorShow Thailand EVTransition ChineseAutomakers LocalProduction ASEAN SupplyChain