Deloitte Study Names Thailand as ASEAN’s Leading Electric Vehicle Market

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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