Nearly every Chinese brand selling in Thailand had a price cut on the table this week. One executive explained why the pressure is likely to grow.
Why now
On September 10, Thailand's National EV Board approved in principle a framework that rewards manufacturers for investing in the country and using local components, in three tiers and with import quotas. Wuling's Thai sales chief expects companies to bring vehicles in early and build stock before any tax-related price increases, and expects new-model launches to slow as a result. He said Wuling is ready to meet the requirements but still needs the detail on component and local-parts rules. See Wuling.
The discounts
- BYD: the locally assembled Atto 3 Premium drops to ฿609,900 on October 10–11, a ฿60,000 cut. Earlier in the month the Sealion 6 was reduced by up to 80,000 baht with a lifetime battery warranty, and the Sealion 7 Premium by 100,000 baht, each for two days only. See BYD.
- Geely: the imported EX5 starts at THB 759,000 through October, with cuts of THB 30,000 to 50,000 by version.
- Chery: the V23 is reduced by up to 60,000 baht through October 31; the entry version is marked discontinued.
BYD's offers are short and specific: two-day windows, and in the Atto 3's case one version listed as out of stock.
Beyond the sticker price
Omoda & Jaecoo cut scheduled-maintenance prices across all models, some by more than 20%, from October 7. It is also offering free inspections for flood-affected cars nationwide through December 31, and 30% off labour and parts for owners without insurance cover for the damage. Separately, Riddara supplied two pickups for flood-relief logistics in Bangkok. See Jaecoo.
A new name coming
Li Auto plans to enter Thailand by the end of 2026, making it one of the company's first right-hand-drive markets alongside Macau and Singapore. It has not said which models; it has previously named the Mega minivan and i6 SUV for right-hand drive. See Li Auto.
What it means
- Prices are being cut ahead of a rule change whose details are not final. If Wuling's reading is right, stock brought in early will be cheaper than what follows.
- Check the dates: BYD's deals last two days, Geely's and Chery's run through October.
- Servicing costs are becoming a point of competition, not only purchase price. More at Chinese cars in Thailand.