Thailand Vehicle Sales By Brand : 2015

How Thai consumers are presented with Toyota products

Vehicle sales boomed a few years back and in 2012 they peaked at about 1.5 million. They have gone backwards each year since. Sales for 2015 were down 9.3%. As is the case with virtually all of Asia, import tariffs mean that unless you make vehicles in Thailand, they won't be able to compete.

Around the turn of the decade, Toyota had over 40% share but that has been eroded to about a third now. Still a commanding position though. Isuzu does very well also and between them they took over half of all vehicle sales.

11	12	13	14	15	Nation	2015	%	+/-
1	1	1	1	1	Toyota	265,171	33.2%	-18.8%
2	2	3	2	2	Isuzu	144,295	18.0%	-10.0%
3	3	2	3	3	Honda	112,178	14.0%	5.3%
5	4	4	4	4	Mitsubishi	59,820	7.5%	-4.9%
4	5	5	5	5	Nissan	51,193	6.4%	-13.6%
6	7	7	7	6	Mazda	39,471	4.9%	15.0%
8	8	8	6	7	Ford	36,465	4.6%	-4.3%
10	9	9	9	8	Suzuki	21,285	2.7%	5.5%
7	6	6	8	9	Chevrolet	17,456	2.2%	-32.3%
14	11	11	11	10	Mercedes	12,841	1.6%	11.4%
9	10	10	10	11	Hino	11,632	1.5%	-0.9%
15	12	12	12	12	BMW	8,768	1.1%	4.6%
13	13	13	13	13	Hyundai	4,227	0.5%	4.1%
-	-	-	24	14	MG	3,779	0.5%	n/a
29	28	16	15	15	Subaru	2,641	0.3%	34.3%
16	16	15	14	16	Volvo	1,795	0.2%	-20.6%
21	18	18	18	17	Fuso	1,250	0.2%	19.0%
12	14	14	17	18	Tata	1,144	0.1%	-29.9%
17	17	17	16	19	DFM	1,103	0.1%	-40.2%
22	21	20	20	20	Lexus	834	0.1%	46.3%
19	19	19	19	21	Kia	636	0.1%	-9.4%
20	20	22	21	22	VW	420	0.1%	-11.8%
25	23	23	23	23	Scania	292	0.0%	-30.3%
11	15	21	22	24	Proton	198		-57.5%
23	22	24	25	25	WuLing	157		-14.7%
26	25	25	27	26	Ssangyong	150		32.7%
-	-	-	-	27	Maxus	85		n/a
28	26	26	28	28	Peugeot	71		-27.6%
35	29	?	26	29	Land Rover	63		-53.3%
38	39	31	36	30	Lamborghini	34		78.9%
27	27	27	30	31	Citroën	28		-12.5%
33	33	?	29	32	Jaguar	27		-25.0%
42	38	31	30	33	Ferrari	26		-18.8%
34	36	29	35	34	Daewoo	19		-20.8%
41	37	33	36	35	Mitsuoka	19		0.0%
36	30	30	38	36	Škoda	18		28.6%
45	42	35	30	37	Maserati	17		-46.9%
-	-	37	34	38	Changan	16		-40.7%
-	-	-	39	39	Mclaren	7		40.0%
43	43	34	41	40	Lotus	1		0.0%
					Total	799,632		-9.3%

Data source: Toyota Thailand.

Isuzu use an aspirational message to woo buyers