From Arrival to Integration: How China’s BYD is “Winning Fans” in Thailand’s EV Market

BANGKOK, Thailand — At BYD’s factory in Thailand’s Eastern Economic Corridor, a new electric vehicle rolls off the final assembly line every seven to eight minutes. This rapid pace underscores a significant milestone: the recent delivery of the 100,000th BYD new energy vehicle in Thailand, achieved in just three years.

This success story is a prime example of Chinese automotive brands transitioning from merely entering overseas markets to becoming deeply integrated local players, winning over consumers and reshaping industries.

Rapid Growth and Market Leadership

BYD’s ascent in Southeast Asia’s key automotive hub has been swift. From breaking ground to the first vehicle rolling off the line at its Thai plant took only 16 months. In the following 16 months, production skyrocketed from 10,000 to 70,000 units.

This speed translated directly into market dominance. In the first three quarters of 2025, BYD and its premium brand Denza sold approximately 37,000 vehicles in Thailand, capturing 36.3% of the pure electric vehicle market and ranking first in sales. Overall, Chinese brands now account for over 19.5% of Thailand’s total vehicle market, a dramatic rise from 3.4% five years ago.

The “Deep Localization” Strategy

The company credits its “deep localization” strategy for this growth. “We have been able to form in-depth cooperation with local suppliers, talent, and the government, truly getting close to the market and putting down roots in Thailand,” said Ke Yubin, General Manager of BYD Thailand.

This strategy is evident in several areas:

• Local Workforce: Approximately 92% of the factory’s 5,800 employees are Thai nationals, a figure expected to reach 95% by year-end. The plant can provide over 8,000 jobs at full double-shift capacity.

• Supply Chain and Ecosystem: BYD has pushed the localization rate of components up to 50%. The company is building an integrated ecosystem covering production, supply, sales, and usage, and is partnering with Thai universities to cultivate local technical talent.

• Product and Market Adaptation: BYD tailors its offerings for the Thai market, introducing models like the Sealion 5 DM-i, which targets the popular eco-car segment. At the recent 42nd Bangkok International Motor Show, BYD showcased its widest range of models yet, from the popular Dolphin to the luxury Denza D9.

Navigating a Shifting Policy Landscape

BYD’s integration coincides with a strategic shift in Thailand’s ambitious EV promotion policy. Initially, the government required manufacturers to build locally to receive subsidies, aiming to kickstart a domestic EV industry. With local production capacity now established, the government has adjusted its policy to incentivize exports and prevent domestic oversupply.

Under the new rules, every EV produced in Thailand for export counts as 1.5 vehicles toward the manufacturer’s local production commitment. This change aligns with BYD’s own plans, as its Thai factory already exports finished vehicles to markets like Vietnam and Europe.

A Model for “Going Global”

For BYD, Thailand represents more than a sales destination. “We have always upheld the philosophy of ‘investing in Thailand, serving Thailand, and giving back to society,’” said Ke Yubin. He described the company’s journey as a tangible outcome of broader cooperation, creating “real value for both the enterprise and the local society”.

From a pure export model, BYD has moved to establish a complete local industrial chain in Thailand. This transition from “entering” to “integrating” not only solidifies its own standing but also contributes to building Thailand’s EV ecosystem, setting a benchmark for Chinese new energy vehicles expanding their global footprint.