Thailand’s electric vehicle (EV) market is on the brink of a seismic shift, as a leading player from China is gearing up to revolutionize the local scene. Geely, one of China’s foremost EV brands, is gearing up to infuse Thailand’s roads with a spark of innovation and ambition. At the heart of this venture is Thonburi Neustern Co, Geely’s local distributor, whose chief executive, Narong Sritalayon, has unveiled an electrifying blueprint aimed at capturing the hearts of Thai drivers.
The starting point for this charge is the construction of a brand-new auto parts center. This facility is envisioned as a cornerstone to nurture trust and bolster confidence among Thai consumers, while setting the stage for even bolder investments. “We’re working closely with Geely Auto Group to set up a local parts distribution and warehousing hub. This will form part of our short-term strategy to reassure customers and support the brand’s growth in Thailand,” Narong noted with optimism. Although specifics of the budget remain under wraps, expectations are high for a funding decision to be announced soon.
But this is just the beginning. Discussions are already well underway to locally manufacture the Geely EX5 electric SUV, a sleek and family-friendly model that’s expected to be the flagship of Geely’s Thai fleet. This vehicle promises to turn heads with its modern design and practical utility, positioning it as the crowd favorite among Thai consumers. Geely, headquartered in Hangzhou, has a well-established global presence, boasting brands like the chic Geometry and the hip Lynk & Co—a joint venture with the Swedish titan Volvo.
In Thailand, Geely isn’t treading lightly but is charging full throttle with plans to open 30 showrooms nationwide. By mid-year, 17 of these showrooms will be operational, including key locations in bustling Bangkok and other major regional cities, signaling a robust commitment to making a significant impact. The brand is setting its sights on moving an impressive 8,000 to 9,000 units within the year, led by the EX5, as reported by the Bangkok Post.
The Bangkok International Motor Show, which wrapped up just last week, provided a glimpse of Geely’s potential, with 1,018 orders met with enthusiasm. EV giant BYD edged ahead with 9,819 units, closely followed by Toyota’s 9,615. Despite the fierce competition, Narong is unfazed. He predicts the ongoing price wars plaguing the industry will soon run out of juice. “The market is slowing down. It’s getting tougher for buyers to secure auto loans, with banks tightening lending criteria over concerns about rising household debt and non-performing loans,” he explained.
However, Geely’s entrance into Thailand’s EV battleground is far more than a frivolous fling. With a strategic plan encompassing infrastructure, showrooms, and potential local manufacturing, Geely’s foray indicates the dawn of a formidable electric revolution on Thai roads. These developments not only signal exciting times for Thai motorists but also underline the country’s growing importance as a hub in the global automotive landscape.
As 2025 unfolds, the roads of Thailand could very well be set alight by Geely’s electric promise, heralding a new era of environmentally friendly and technologically advanced driving that seamlessly combines efficiency with elegance.
I’m excited about Geely’s move into Thailand! The more EV options, the better for our planet.
But what about the environment? The production of EVs isn’t that green either.
That’s true, but EVs have a smaller carbon footprint in the long run!
Absolutely! Anything that reduces reliance on fossil fuels is a step forward.
More EVs? What about people who like the rumble of a classic engine? 🤔
It’s not about noise, it’s about sustainability. Time to embrace change!
I get that, Julie. But some of us appreciate the classics too much to give them up!
You might change your mind once you drive an EV. The smooth ride is addictive.
Thailand is becoming an interesting hub for EV innovation. Good for them!
Absolutely, Cindy! This could set a precedent for other ASEAN countries.
Exactly, Tim. It’s all about regional growth and opportunity.
I worry about jobs. What happens to all the mechanics trained on traditional engines?
They’ll adapt. Retraining programs will be necessary, but this isn’t new in evolving industries.
Sure, but it’s not always easy to retrain, especially for older workers.
I think Geely’s showrooms will help bring more awareness to EVs in Thailand.
Showrooms alone won’t do it. People need incentives to buy EVs.
True, ShopperGal. Perhaps government subsidies or lower taxes could help?
I’m impressed by Geely’s ambition. 17 showrooms by mid-year is quite an achievement!
Can’t replace the soul of a diesel engine with an EV. They’re soulless!
It’s not about soul; it’s about what’s best for the planet and future generations.
Well, call me old-fashioned, but I enjoy a touch of nostalgia.
Thailand’s infrastructural developments will be crucial for Geely’s success. Charging stations, anyone? 🚗
Agreed. But this also means opportunities for investors!
Absolutely, it’s a burgeoning market if approached wisely.
I miss when cars weren’t rolling computers.
OldTimer69, tech is what makes them better! Safety and efficiency have improved!
Does anyone else think that Geely’s entry into Thailand might add more traffic? Bangkok is already a mess!
Hopefully, more EVs will mean less pollution, even if traffic stays bad.
For those who think EVs aren’t impressive, just wait until you experience that instant torque!
How well do you think Geely will compete against Toyota and BYD? Tough competition ahead.
It’s tough, but Geely has some innovations up its sleeve. Watch this space.
True, Ann. They might surprise us with their tech prowess.