# Deloitte Study Names Thailand as ASEAN’s Leading Electric Vehicle Market - Link: https://www.thailand-business-news.com/asean/305196-deloitte-study-names-thailand-as-aseans-leading-electric-vehicle-market - Published: 2026-05-19T06:51:00+07:00 - Author: Jessica Lee Thailand leads Southeast Asia in NEV readiness, with 58% of consumers considering hybrid/electric vehicles. Infrastructure gaps, high brand-switching behaviour, and strong dealer trust characterise the market. Growing demand exists for connected vehicle technologies, with relatively low data-sharing concerns among Thai consumers. ## Key Points • Thailand leads Southeast Asia in NEV readiness, with 58% of consumers considering hybrid or electric vehicles, driven by lower fuel costs and charging infrastructure, though a gap exists as 75% expect home charging but only 36% have access. ADVERTISEMENT • Brand switching is high, with 64% planning to change brands for their next purchase, yet trust in authorised dealers remains dominant, with 81% using them for servicing and limited interest in direct-to-consumer models. • Connected vehicle technology demand is growing, with 67% interested in AI customisation and strong willingness to pay for services like anti-theft tracking, while Thai consumers show relatively low concern about data sharing compared to regional peers. ### Thailand Leads Southeast Asia in NEV Readiness **Consumer Demand and Infrastructure Gaps** Thailand is emerging as Southeast Asia’s most NEV-ready market, with **58% of consumers considering hybrid or electric vehicles** — significantly above the regional average of 42.8%. Key purchase motivators include lower fuel costs, charging availability, and longer driving range. However, a critical infrastructure gap remains: while ** 75% of prospective EV buyers expect home charging**, only 36% currently have access. Thai consumers also prioritize affordable public charging, with 76% citing cost as a key factor, underscoring the urgent need for ecosystem-level solutions involving energy providers, developers, and urban planners. --- ### Brand Switching Reshapes a Competitive Market **High Switching Rates, Strong Dealer Loyalty** ### Related**Posts** ### 󠀁[IDX to Adjust IHSG Evaluation Criteria Starting November 2026](https://www.thailand-business-news.com/asean/indonesia/340402-idx-to-adjust-ihsg-evaluation-criteria-starting-november-2026)󠁿 ### 󠀁[Toxic Sai River Contamination Threatens Mae Sai’s Livelihoods](https://www.thailand-business-news.com/asean/myanmar/340203-toxic-sai-river-contamination-threatens-mae-sais-livelihoods)󠁿 ### 󠀁[Thailand Business News | Morning Briefing | Thailand · ASEAN · Asia-Pacific markets](https://www.thailand-business-news.com/asean/340181-thailand-business-news-morning-briefing-thailand-%c2%b7-asean-%c2%b7-asia-pacific-markets)󠁿 ### 󠀁[ASEAN Prepares Collective Oil Reserves Framework to Counter Regional Supply Shocks](https://www.thailand-business-news.com/asean/340054-asean-prepares-collective-oil-reserves-framework-to-counter-regional-supply-shocks)󠁿 Thailand’s automotive market is increasingly competitive, with **38% of consumers having already switched brands** and 64% intending to switch for their next purchase. Purchase decisions are driven by product quality, technology, and performance rather than brand loyalty alone. Despite this fluidity, **trust in authorised dealers remains exceptionally strong**, with 81% of respondents — the highest in Southeast Asia — choosing authorised service providers. Notably, only 53% expressed openness to direct- to-consumer online purchasing, the lowest regionally, highlighting the continued importance of established dealership relationships in shaping consumer confidence. --- ### Connected Technologies Define Thailand’s Automotive Future **Digital Adoption with Measured Data Concerns** Thai consumers are rapidly embracing connected vehicle technologies, with **67% interested in AI-enabled customisation features**. Willingness to pay extends to services such as anti-theft tracking (84%), emergency assistance (80%), and usage- based insurance (74%). Importantly, Thai consumers demonstrate **relatively lower concern about data sharing** compared to regional peers — a factor that may accelerate digital adoption. As the market evolves, automotive players must integrate technology, trust-based relationships, and seamless ownership experiences to successfully navigate Thailand’s next phase of transformation and capture long-term consumer loyalty.