- Thailand emerges as one of Southeast Asia’s most new energy vehicle (NEV)-ready markets, with 58% of consumers considering hybrid or electric vehicles – well above the regional average.
- Infrastructure gaps persist, with 75% of consumers expecting to charge at home, but only 36% having access to residential charging.
- High brand switching behaviour signals increasing competition, while strong trust in authorised dealers continues to dominate, with limited openness to direct-to-consumer models.
- Growing demand for connected vehicle technologies, with Thai consumers showing relatively low concern over data sharing compared to regional peers.
Deloitte latest survey showed that Thailand is emerging as the most new energy vehicle (NEV)-ready market in Southeast Asia, with 58 percent of Thai consumers considering hybrid or electric vehicles (EVs) for their next purchase, the highest among Southeast Asian consumers, where the average stands at 42.8 percent.
Key motivations driving NEV adoption in Thailand include lower fuel costs (50 percent), availability of charging infrastructure (50 percent), faster charging speeds (47 percent), and longer driving range (46 percent).
This data was revealed in Deloitte’s latest 2026 Global Automotive Consumer Study: Southeast Asia Perspectives report, which surveyed 6,013 consumers across six Southeast Asian countries, including more than 1,000 in Thailand.
However, the report also highlights a gap between consumer expectations and EV infrastructure readiness. While 75 percent of prospective EV buyers expect to charge their vehicles at home, only 36 percent currently have access to home charging facilities. When charging outside the home, Thai consumers show a strong preference (51 percent) for traditional fuel stations equipped with EV chargers, reflecting a need to integrate new technologies within existing infrastructure. Meanwhile 76% of Thai respondents say charging cost is an important factor to consider for public charging locations, highlighting the importance of affordable charging rates.
“While Internal Combustion Engine (ICE) vehicles remain the dominant near-term choice across most Southeast Asian markets, Thailand is well-positioned to lead NEV adoption in the region, supported by strong consumer interest and favourable market conditions. However, converting consumer intent into sustained adoption will depend on removing friction points in the ownership experience, particularly around charging access, convenience and cost. Automotive players must work with energy providers, real estate developers and urban planners to deliver ecosystem-level solutions that will help to scale mass adoption,” said Lee Seong Jin, Automotive Sector Leader, Deloitte Southeast Asia.
Thai consumers also demonstrated growing awareness regarding end-of-life battery management. Respondents believe that responsibility for collecting, storing, and recycling EV batteries should primarily lie with car manufacturers (29 percent), followed by battery manufacturers (18 percent) and dedicated recyclers (16 percent). This underscores the need for clearer ecosystem roles and regulatory frameworks as NEV adoption increases.
Brand switching dominant, while dealer trust remains strong
The study reveals a highly competitive automotive market in Thailand with high brand switching behaviour. 38 percent of Thai consumers have switched brands for their current vehicle, placing Thailand among the top three markets in Southeast Asia for brand switching, after Indonesia and Malaysia. In addition, 64 percent of Thai consumers indicated they intend to switch brands for their next vehicle purchase.
Purchasing decisions are increasingly driven by product quality (58 percent), vehicle features or technology (50 percent), vehicle performance (47 percent), price (44 percent), and vehicle service and maintenance network (36 percent).
This signals an increasingly fluid and competitive market, where brand loyalty is being reshaped by evolving consumer expectations. However, trust in authorised dealers remains strong, highlighting the continued importance of established customer service relationships in influencing purchase decisions.
This is further reflected in purchase preferences, with only 53 percent of Thai consumers expressing interest in acquiring a vehicle directly from manufacturers via an online process—the lowest among regional counterparts, indicating relatively lower openness to direct-to-consumer models.
81 percent of respondents serviced their vehicles with authorised dealers, the highest proportion across Southeast Asia. Trust is also the most important factor influencing service provider choice—making Thailand the only market in the region where trust outranks quality of work.
Connected vehicles the future face of automotive sector
Thai consumers are increasingly embracing connected and software-enabled vehicle technologies, with 67 percent of them expressing interest in AI-enabled customisation features. They also showcased willingness to pay for connected services, including anti-theft tracking (84 percent), emergency assistance (80 percent), and optimised vehicle insurance plan based on driving habits (74 percent).
Despite this growing adoption, Thai consumers report relatively lower levels of concern regarding data sharing compared to regional peers, including data from connected devices, vehicle location, and in-cabin monitoring systems.
“Thailand’s automotive market is becoming more dynamic—from accelerating NEV readiness to shifting trust dynamics and the rise of connected technologies. Consumers are more willing to switch brands, more open to new technologies, and yet still anchored in long-term, trust-based relationships.
Success for automotive players will depend on how well they can navigate this complexity, aligning strategy, technology, operations and ecosystem partnerships to deliver seamless, end-to-end customer experiences across ownership, servicing, charging, and digital engagement. Companies that can move beyond incremental change to adopt a more integrated transformation approach will win in Thailand’s next phase of automotive transformation,” said Juntira Juntrachaichoat, Consumer Industry Leader, Deloitte Thailand.
