The Future of Automotive Hub in Thailand highlights Thailand’s pivotal role in the global shift towards electric vehicles, driven by environmental goals and EV technology advances, while navigating unique challenges and opportunities in Southeast Asia’s evolving automotive landscape.
Seongjin Lee, Automotive Lead Partner, Deloitte Southeast Asia
Chodok Panyavaranant PhD, Growth Senior Manager, Deloitte Thailand
The global automotive industry is undergoing an intensive shift towards electrification, driven by environmental concerns, fuel cost savings and advancements in Electric Vehicle (EV) technology.
Whilst the adoption of EVs is accelerating in mature markets like the UK, Japan and China, other regions, including Southeast Asia, are navigating unique challenges and opportunities. As one of Southeast Asia's automotive hubs, Thailand is poised to play a pivotal role in this transition.
Consumer Preferences and Challenges
According to Deloitte's 2025 Global Automotive Consumer Study, over 50% of consumers in Southeast Asia markets prefer Internal Combustion Engine (ICE) vehicles over EVs due to concerns about affordability. Globally, the US has the highest preference for ICE vehicles at 62%, followed by India at 54%, Southeast Asia at 53% and Germany at 53%. In contrast, consumers in the UK, Japan, the Republic of Korea and China show greater openness to EV options compared to other countries surveyed.
Hybrid vehicles are gaining popularity in Thailand as they balance traditional ICE technology and electrification. Preliminary data indicates that ICE and Plug-in Hybrid Electric Vehicles (PHEVs) are becoming more favoured in the surveys conducted between 2024 and 2025.
However, challenges such as range anxiety, lack of public charging infrastructure, and high upfront costs continue to hinder widespread EV adoption.
Key reasons consumers globally intend to acquire EVs include:
Charging Infrastructure: A Critical Bottleneck
Charging infrastructure is a cornerstone of EV adoption globally. Public charging infrastructure investment is crucial for the EV ecosystem. Survey respondents in Southeast Asia markets often travel further than 100 km from their homes than those in mature markets like Japan or the US. This underscores the need for strategically located public charging stations along highways and urban centres.
Consumers globally prefer dedicated EV charging facilities over traditional gas stations with integrated chargers. In Thailand, fast-charging stations with up-to-date technology could alleviate range anxiety and improve consumer confidence in EVs. Fast charging time remains the most critical factor for surveyed consumers across global markets.
Our research indicates that some European car makers are investing in research and development for static and dynamic wireless charging systems. Meanwhile, some Chinese Original Equipment Manufacturers (OEMs) are offering battery swapping in their local markets.
Consumer Expectations
Our survey also found two key expectations for customers who mention Battery Electric Vehicles (BEVs) as follows:
Addressing these expectations through targeted marketing campaigns and transparent communication regarding advancements in battery safety can help build consumer trust.
Market Opportunities for Thailand's EV Industry
Thailand's EV sector has immense potential to capitalise on the global shift towards electrification. Key opportunities include:
Conclusion
Global is at a pivotal point in its electrification journey. Whilst ICE vehicles are still prevalent due to affordability, hybrids are crucial for the transition to full electrification. To become an EV production hub in Southeast Asia, Thailand must focus on developing infrastructure, providing incentives, and advancing battery technology.
This transition will require collaboration amongst government agencies, automakers, energy providers and consumers. By addressing challenges like charging accessibility and costs, Thailand can leverage its manufacturing capabilities to lead in sustainable mobility whilst promoting cleaner transportation aligned with global environmental goals.