Thailand leads Southeast Asia in NEV readiness, with 58% of consumers considering hybrid/electric vehicles. Infrastructure gaps, high brand-switching behaviour, and strong dealer trust characterise the market. Growing demand exists for connected vehicle technologies, with relatively low data-sharing concerns among Thai consumers.

Key Points

• Thailand leads Southeast Asia in NEV readiness, with 58% of consumers considering hybrid or electric vehicles, driven by lower fuel costs and charging infrastructure, though a gap exists as 75% expect home charging but only 36% have access.

• Brand switching is high, with 64% planning to change brands for their next purchase, yet trust in authorised dealers remains dominant, with 81% using them for servicing and limited interest in direct-to-consumer models.

• Connected vehicle technology demand is growing, with 67% interested in AI customisation and strong willingness to pay for services like anti-theft tracking, while Thai consumers show relatively low concern about data sharing compared to regional peers.

Thailand Leads Southeast Asia in NEV Readiness

Consumer Demand and Infrastructure Gaps

Thailand is emerging as Southeast Asia’s most NEV-ready market, with 58% of consumers considering hybrid or electric vehicles — significantly above the regional average of 42.8%. Key purchase motivators include lower fuel costs, charging availability, and longer driving range. However, a critical infrastructure gap remains: while 75% of prospective EV buyers expect home charging, only 36% currently have access. Thai consumers also prioritize affordable public charging, with 76% citing cost as a key factor, underscoring the urgent need for ecosystem-level solutions involving energy providers, developers, and urban planners.

Brand Switching Reshapes a Competitive Market

High Switching Rates, Strong Dealer Loyalty

Thailand’s automotive market is increasingly competitive, with 38% of consumers having already switched brands and 64% intending to switch for their next purchase. Purchase decisions are driven by product quality, technology, and performance rather than brand loyalty alone. Despite this fluidity, trust in authorised dealers remains exceptionally strong, with 81% of respondents — the highest in Southeast Asia — choosing authorised service providers. Notably, only 53% expressed openness to direct-to-consumer online purchasing, the lowest regionally, highlighting the continued importance of established dealership relationships in shaping consumer confidence.

Connected Technologies Define Thailand’s Automotive Future

Digital Adoption with Measured Data Concerns

Thai consumers are rapidly embracing connected vehicle technologies, with 67% interested in AI-enabled customisation features. Willingness to pay extends to services such as anti-theft tracking (84%), emergency assistance (80%), and usage-based insurance (74%). Importantly, Thai consumers demonstrate relatively lower concern about data sharing compared to regional peers — a factor that may accelerate digital adoption. As the market evolves, automotive players must integrate technology, trust-based relationships, and seamless ownership experiences to successfully navigate Thailand’s next phase of transformation and capture long-term consumer loyalty.

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As the 2026 FIFA World Cup creeps closer, fans across the world are expected to be watching one of the game’s most iconic players. 

And Lowe’s is making sure Lionel Messi remains front and center during this year’s tournament. 

Messi, the eight-time Ballon d’Or winner, is expected to be in contention for Argentina’s 2026 World Cup squad as the defending champions look to repeat.

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A 10-foot Lionel Messi inflatable by Lowe’s comes ahead of the 2026 FIFA World Cup.  (Lowe’s / Fox News)

This is confirmed to be Messi’s final World Cup, as the 38-year-old, who also stars for Inter Miami CF in MLS, confirmed that to be the case leading up to the tournament. 

But while fans anticipate watching Messi, Lowe’s collaborated with the soccer legend on a new campaign ahead of the World Cup. And it involves a 10-foot-tall lighted outdoor inflatable version of Messi.

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Lowe’s is rewarding its MyLowe’s Rewards and My Lowe’s Pro Rewards members with “Epically More Messi,” a new campaign designed to bring the brand’s most loyal fans closer to the game and to the person many consider to be one of the greatest players of all time.

To do so, Lowe’s released a limited-edition, 10-foot inflatable Messi, who is decked out in a Lowe’s soccer kit and even features details like his tattoos. Talk about a larger-than-life way to show off passion for the game and one of its greats. 

Lionel Messi kicks soccer ball in front of his 10-foot inflatable version of himself alongside Lowe’s (Lowe’s / Fox News)

“Soccer fandom is rooted in passion, pride and showing up in an EPIC way,” said Jen Wilson, Lowe’s senior vice president and chief marketing officer, in a press release. “With ‘Epically More Messi,’ we’re creating new ways to bring our most passionate and loyal Lowe’s fans more rewards – in this case, access to limited-edition merchandise, epic Messi drops over social and more.”

The inflatable, which goes for $99, can be purchased through a members-only access experience beginning on May 18 on Lowe’s site. It will also be available across the 11 U.S. host cities starting on May 20. 

The Messi inflatable has already been seen across host sites in Atlanta (Piedmont Park), Dallas (Klyde Warren Park), Miami (Nu Stadium at Miami Freedom Park) and New York (Seaport District). 

Lowe’s is also giving their members the chance to engage with exclusive content as well as Messi giveaways for the World Cup. There will also be a social-first fan experience that will appear, featuring Messi, soccer insider Fabrizio Romano and ESPN personality Katie Feeney. 

An image of a 10-foot Lionel Messi inflatable in front of a soccer goal.  (Lowe’s / Fox News)

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Finally, Lowe’s brought back the father-son broadcasting duo of Andres and Nico Cantor as official campaign partners. 

“Soccer fandom in the U.S. is at an all-time high, and a legend like Lionel Messi can bring communities together in powerful ways,” said soccer broadcasting icon Andres Cantor. “With ‘Epically More Messi,’ Lowe’s is creating experiences that meet fans where they are – at home and at their neighborhood fields where many soccer dreams begin.”

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By Jennifer Nash

Builder confidence posted a modest gain in May despite persistent affordability challenges and economic uncertainty. The National Association of Home Builders (NAHB) Housing Market Index (HMI) rose 3 points from April to 37 this month, marking the