27 January 2015

Vehicle Sales By Brand Thailand : 2014

All smiles at the launch, but the sales slump is unsettling

A few of things to note about the data. First, it is collated by Toyota Thailand and therefore participation is presumably voluntary. That means that it won't include every brand available, although it is surprisingly comprehensive. Second, when I started collecting data for Thailand, it was separated into passenger (saloon) cars and all vehicles. I have have stayed with that but as the definition for car is narrow, this list covers all vehicles including heavy commercial. Finally, certain brands get an advantage through avoiding import tariffs, which becomes obvious by the lopsided sales you see below.

Japanese car makers have a huge advantage having local car plants and benefiting accordingly. US makers have also invested in the region, but came in later. European brands are restricted by import duties and are no more than novelties.

For sales to fall 34% in 2014 was an amazing percentage for a large car market. Political unrest and the end of a tax break for first time vehicle buyers expiring has hit hard. Any government incentives can be counter productive once they finish, as it seems to be here. Indonesia now rivals Thailand as the biggest car market in South East Asia.


10 11 12 13 14 Make 2014 % +/-

1 1 1 1 1 Toyota 326,457 37.0% -27%

2 2 2 3 2 Isuzu 160,286 18.2% -22%

3 3 3 2 3 Honda 106,482 12.1% -50%

5 5 4 4 4 Mitsubishi 62,885 7.1% -40%

4 4 5 5 5 Nissan 59,220 6.7% -40%

8 8 8 8 6 Ford 38,087 4.3% -26%

6 6 7 7 7 Mazda 34,326 3.9% -35%

7 7 6 6 8 Chevrolet 25,799 2.9% -54%

11 10 9 9 9 Suzuki 20,183 2.3% -55%

9 9 10 10 10 Hino 11,740 1.3% -38%

13 14 11 11 11 Mercedes 11,524 1.3% 13%

15 15 12 12 12 BMW 8,386 1.0% 10%

14 13 13 13 13 Hyundai 4,062 0.5% -1%

17 16 16 15 14 Volvo 2,261 0.3% -17%

28 29 28 16 15 Subaru 1,966 0.2% -26%

21 17 17 17 16 DFM 1,845 0.2% -4%

12 12 14 14 17 Tata 1,631 0.2% -44%

20 21 18 18 18 Fuso 1,050 0.1% -37%

22 19 19 19 19 Kia 702 0.1% -23%

25 22 21 20 20 Lexus 570 0.1% -25%

19 20 20 22 21 VW 476 0.1% -20%

10 11 15 21 22 Proton 466 0.1% -33%

27 25 23 23 23 Scania 419
-11%

- - - - 24 MG 204


24 23 22 24 25 WuLing 184
-50%

34 35 29 26 Land Rover 135


26 26 25 25 27 Ssangyong 113
-40%

30 28 26 26 28 Peugeot 98
-42%

41 33 33 29 Jaguar 36


33 27 27 27 30 Citroen 32
-48%

48 45 42 35 30 Maserati 32
129%

42 42 38 31 30 Ferrari 32
39%






Other 143






Total 881,832 -34%

Data source: Toyota Thailand.

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