Key Booking Trends and Their Influence on Thailand’s Economy

Motor Show 2026 saw record 130,000 bookings, driven by EV demand and shifting consumer priorities. Growth relies on imports, highlighting the need for domestic EV production, supply chain development, and fair competition.

Key Takeways

🚗 Booking Trends

• Record 130,000 car bookings, the highest ever.
• Driven by strong demand for electric vehicles (EVs), boosted by high oil prices from Middle East conflict.
• Chinese automakers gained significant market share, reflecting shifting consumer preferences.

👥 Consumer Behavior

• Buyers now prioritize value for money and technology over brand loyalty.
• EVs often chosen as second or additional household cars, making consumers more open to new entrants.

📉 Conversion & Risks

• About 70% of bookings expected to convert into deliveries, lower than the 75–80% average in 2022–2025.
• Tight credit conditions for EVs (high down payments, shorter loan terms).
• Risk of cancellations due to new model launches or long delivery times.

Record High Bookings at Motor Show 2026

Motor Show 2026 achieved a record-breaking 130,000 car bookings, driven largely by the growing popularity of electric vehicles (EVs) and changing consumer preferences in Thailand. Chinese automakers gained significant market share as consumers prioritized “value for money and comprehensive technology” over brand loyalty. Rising oil prices due to the Middle East conflict further accelerated the shift toward EVs, often chosen as a second vehicle, leading to increasing interest in newer automakers entering the Thai market.

Delivery Rates and Economic Impact

SCB EIC estimates about 70% of bookings at the Motor Show will convert to actual deliveries, slightly lower than previous years due to tighter credit approvals and high down payments for EVs. Consumer cancellations may increase with new model launches and long delivery times. Despite growing vehicle sales, the economic impact on Thailand remains limited because most cars sold are imported, highlighting the need to strengthen the domestic supply chain and EV infrastructure.

Supporting Thailand’s EV and Automotive Industry

The EV transition is progressing rapidly, but support for traditional automakers must continue. Investment in domestic EV production and the parts manufacturing network should increase alongside efforts to create a competitive, fair market for both established and new players. This would enhance economic value, reduce import reliance, and ensure sustainable growth for Thailand’s automotive industry.

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