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

Chutima Wiriyamahakul and Krittamate Wuthimatheekul

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”.

  • 95% think COVID-19 is the most important event in life.
  • 94% are anxious about economic stagnation.

However, 94% will still buy a car in order to avoid the risk of infection from using public transport.

This mindset shows that after COVID-19, emotional...

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