Chinese EV Makers Drive Aggressive Discounts in Thai Market

Chinese electric vehicle manufacturers are deploying steep price cuts to capture market share in Thailand, as weakening domestic demand pushes them toward emerging markets. BYD led the charge with a 38% reduction on its Seal sedan in October, offering price protection guarantees to early buyers. SAIC Motor and Chery Automobile followed suit with cuts up to 27%, triggering a surge in orders despite extended delivery wait times.

The strategy is yielding immediate results—EV deliveries jumped over 20% in consecutive months, eroding the dominance of Japanese automakers in Southeast Asia's second-largest economy. Bangkok dealers report unprecedented showroom traffic, with one BYD retailer describing the frenzy as the busiest period of his career.

While discounts clear inventory and meet production quotas, the race to the bottom exposes systemic risks. Manufacturers walk a tightrope between stimulating demand through temporary promotions and sustaining profitability in a market where consumers increasingly equate EVs with bargain pricing.