“guess how many Japanese cars there are? How many Chinese cars? ” In a parking lot near the Great Wall car factory in 2566+RP3, Luoyong Prefecture, Thailand, the Thailand research team of Automobile Commune, braving the scorching sun, began to manually count cars to judge the victory of Japanese overlords and Chinese newcomers with real data.
Toyota Halaxx is really awesome.
There is another one around the corner, except for the Isuzu D-MAX.
“here’s a Harvard H6, still mixed in.
” The fact that the MG5 is parked near the Great Wall factory shows that it is not just its own brand. ” ,. Tired of seeing all kinds of extreme remarks on the Internet, whether it is “Chinese cars have killed all directions in Southeast Asia, and the back garden of Japanese cars has been completely occupied,” or “Japanese cars have been precipitated for a century, and the price and quality of Chinese cars are bound to retreat from ASEAN within a few years.
” we might as well follow the route of Chinese car companies to go out to sea, take a look, listen, and ask for ourselves, and now we might as well count it.
From the morning light of Langman Airport to the afterglow of sunset in Pattaya, reporters from the car commune captured and counted numerous street cars in the busy traffic, and the still vehicles in the parking lot undoubtedly made the statistics more reliable.
Several rounds were counted, dozens of cars at a time, 71% in Japanese, 13% in American and Chinese, and only 3% in Germany.
” I shared the results with Mr.
Jaw eight thousand miles away.
“Chinese cars are on the rise, while Japanese cars have volume advantages,” he said.
“in the Thai market, Japanese cars are going down from the fifth floor to the fourth floor, while Chinese cars are climbing from the first floor to the second floor.
Therefore, there is no contradiction between the progress of Chinese cars and Japanese cars.
The former is the direction of change, and the latter is the absolute mass.
” As China has become the number one car exporter, SAIC, BYD, Great Wall, Eian, Chang’an and Nezha have conquered cities and territories in Thailand and the Philippines, and Geely has also moved to Malaysia.
The manufacturing industry maintains the country’s fortune, and the automobile industry is the pearl in the crown.
The world-class automobile industry is bound to cover the global market, so it is imperative to go to sea.
According to the market theory, Southeast Asia is the best choice for the major regional markets, among which Thailand is the dual hub of manufacturing and sales.
In terms of competitors, among the major national cars, the Japanese and Chinese cars are the closest to the price, and they are also the highest-selling cars in the world, which can be called the primary competitor to go out to sea.
“therefore, the significance of your visit is much more than a visit to an export market of Chinese cars,” Mr.
Jaw reminded me.
“the rise of Chinese cars in the Thai market can be called a ‘Normandy landing’ to challenge Japanese cars overseas.
” There is no doubt that the transformation of new energy in the ASEAN market has brought market opportunities and system pressure to Chinese cars at the same time, while the price war and quality test mean that the pressure is bound to go hand in hand with opportunities, and troubles must follow sweetly.
When the balance of the world tilts back to the Eastern Hemisphere, the Oriental Automobile Camp will compete for the real leading role.
In the automobile decisive battle between China and Japan, we should find the answer in Thailand.
First there will be “Taiping”, and then there will be the “prosperity” of Chinese cars.
When we walked out of Langman Airport, the wind and rain were frequent, but we did not hide the brilliance of the sunset.
The alternate weather seems to have become a huge metaphor for Chinese cars in Thailand, Southeast Asia, and even the entire overseas market.
Japanese cars: declining or skinny camels? In fact, when our automobile commune visited Thailand in late June, we also encountered a metaphor-the retreat of Japanese cars and the advance number of Chinese cars.
At the end of May Subaru announced that the Bangkok plant would be closed by the end of 2024.
On June 7, Suzuki announced that the plant in Thailand’s Royong Province would be closed and the operation would be terminated by the end of 2025.
Suzuki announced the closure of the factory in Thailand.
With our visit and research trip as the axis of symmetry, Chinese car companies are flocking to Thailand: on July 4, the BYADRO Yong factory opened with an annual production capacity of 150000 vehicles.
On July 9, Geely Radar announced the formal establishment of its first overseas subsidiary in Thailand, and the Thai market will become its first overseas market to operate independently.
On July 17th, GAC Ean Thailand Intelligent Factory was officially completed, with a total investment of 2.
3 billion yuan Thai baht, with an annual production capacity of 50, 000 vehicles in the first phase and 100000 vehicles in the future.
Soon, the Changan Automobile Plant will be completed by the end of 2024 and will be put into operation in the first quarter of 2025.
Chery Automobile Plant will also be in operation around 2025.
“in the past two years, seven to eight Chinese electric vehicle brands will be put into production, with a total investment of 200 billion baht,” according to figures from institutions such as the Thai Electric vehicle Association.
, figure | sales of the top ten car companies in Thailand in the first half of 2024, BYD fourth, Chinese cars attack on a large scale, can it be said that Japanese cars are declining in Thailand? Our first reaction was No.
“No matter how you shoot or count, there are the most Japanese cars!” Liu Yi, editor-in-chief of the video of the auto commune, and reporter Cha Youyin have turned a blind eye to Japanese cars, but if they find an Euler lightning cat or a V, they will excitedly shout it out to their partners.
and in the flashing traffic on the street, SAIC line reporter Li Sijia always wants to find more MG signs.
From Bangkok’s busiest Satun Square, Royal Mansion and Rama IX to the remote outskirts of Luo Yong House and Chonburi, they are filled with Japanese car bodies everywhere.
Toyota Camry and Honda CR-V play the role of the main family car in the former bustling area, while the dilapidated old Hylax and D-MAX are the most common means of transportation and transportation between the countryside.
Why is it said that Chinese cars are rising and Japanese cars are declining in the Thai market? The No of the first reaction is gradually becoming less decisive.
As Mr.
Jaw pointed out, in the development trend dimension, it is true that Chinese cars go up and Japanese cars go down.
SAIC MG is probably more qualified to evaluate the history of confrontation between the Chinese and Japanese camps in this land than BYD, the Chinese car company with the highest sales in Thailand.
After all, the 12-year history of operation from the joint venture between SAIC and CP Group has made SAIC the most senior Chinese car company in the region.
From the cooperative assembly plant of Luo Yongfu in 2012 to its own factory in Chunburi in 2019, SAIC has invested more than 10 billion baht and has a planned annual production capacity of 100000 vehicles.
On June 9, 2021, the first Harvard H6 HEV Great Wall car, 22 billion baht, took over the GM plant in Thailand and set up a production base of 100000 vehicles, which is relatively “experienced.
” even the Naha car, which was put into production at the new car factory in Thailand in November 2023, invested 3.
5 billion baht to build 20, 000 electric cars in partnership with the Bazhen final Assembly Company (PNA Group).
At that time, the car market in Thailand was stillThere are seven Japanese car companies and only SAIC in China.
” EVP, SAIC, and Suroj Sangsnit, vice president of the Thai Electric vehicle Association, squinted their eyes and recalled the path of that year when they were interviewed by the automobile commune at the local flagship store.
, picture | SAIC Zhengda EVP, Solo, vice president of Thailand Electric vehicle Association, but his recollection is just to lay the groundwork for the conversation: “now there are many brands in China entering one after another, and there will be only five of the original seven Japanese brands.
But the Chinese brand has changed from 1 to 9, from 1:7 to 9:5.
Just now you asked what state the Japanese car system is in, and he can sum it up in one sentence, that is, they are in the downhill stage.
” What Mr.
Solo is referring to is only passenger car brands.
If commercial vehicle brands are added, the number of brands on both sides of the camp will be even bigger and the struggle will be more intense.
Japanese car companies have a total of 9 Toyota (including Lexus), Isuzu, Honda, Mitsubishi, Mazda, Nissan, Suzuki, Subaru and Hino.
Chinese car companies are existing MG (all domestic brands of SAIC are sold in Thailand under the name of MG), Great Wall, Nezha, BYD, Eian and Changan, plus Chery, Wuling, Geely Radar, which has just established a Thai branch, and Foton, Dongfeng, Jianghuai, which are mainly commercial vehicles, have begun advertising in Thailand.
The total number of brands reached 14.
However, this does not mean that Chinese cars have an overwhelming advantage of 14 to 9.
, figure | sales of Chinese and Japanese cars in Thailand in 2023 are consistent with field visits and experiences.
according to the sales volume of 2023 and the first half of 2024, the Thai car market is still dominated by Japanese car sales, but the rise of Chinese cars is obviously faster.
especially compared with the curve of change in the past five years.
All-around champion Toyota, pickup giant Isuzu and new Honda, three Japanese cars firmly hold the top three sales in the Thai car market, no wonder we can see Hailax, Yaris, D-MAX and Sidi everywhere on the street.
As a result, Japanese cars still accounted for 77.
2% of the Thai car market in the first half of this year.
The share of Chinese and Japanese car sales in Thailand changed from 2018 to 2024, but the share of Japanese cars in Thailand basically hovered between 85% and 88% from 2018 to 2023, but dropped sharply to 78% from 2023.
By contrast, Chinese cars jumped from 20.
3% year-round to 4.
8% in 2022 and then surged to 11.
0% in 2023.
In the first half of this year, the entire Thai car market fell 24.
2% from the same period last year, and Chinese cars were not immune, down 13.
9% from the same period last year, but the 26.
1% decline of Japanese cars was almost double.
Chinese and Japanese car sales in Thailand in the first half of 2024, as Chinese car companies put into production and increase in Thailand one after another, the growth against the trend is almost expected, while the decline of Japanese cars is irreversible.
It is not too much to call Japanese cars “landslide” or “noon after noon”.
Although Japanese cars are still early in the dark, and the rising sun of Chinese cars is just “about eight or nine o’clock.
” “the skinny camel is still a behemoth after all,” Mr.
Jaw tapped a few words to me, “but it is also in the process of losing weight.
However, not all opponents can catch this slimming opportunity, a fatal blow.
” With “electric shock” and “tasting the new”, the Thai market has changed suddenly, which is inseparable from a major trend: the sudden rise of new energy vehicles.
When the Thai car market declined year-on-year due to factors such as the overall economy and higher interest rates for the US dollar, new energy vehicles became the most prominent color in the night.
In 2023, new car sales in Thailand fell by 46000 from the previous year, while new energy vehicles increased by 67000, meaning a net reduction of 113000 pure fuel vehicles.
In 2022, 21000 new energy vehicles were sold, with a penetration rate of 2.4%. by 2023, 88000 vehicles were sold, with a penetration rate of 10.5%. From January to May this year, among Chinese brands, BYD, SAIC, Nezha, Changan and Ian were among the five giants in Thailand’s pure electric market, with a combined share of 81.
6%, while Tesla ranked sixth with 6.1%. No wonder China’s auto market share is still on the rise.
Can we really experience the application scene of electric vehicles in Thailand? “this is a low-power 7KW AC charging pile, and the process of scanning code-swiping card-payment is very simple,” we spent more than ten minutes studying at the Eastpana Hotel in Chonburi, and then started shooting a video explaining the use of charging piles in Thailand.
The starting cost of connecting to the charging pile is 20 baht and the price per kilowatt-hour is 11.
43 baht.
The current exchange rate can be simplified to 5 baht equivalent to 1 RMB, and the charging price is roughly twice that of China.
PTT Oil’s charging piles are more common in Thailand than hotel “private piles”.
We are used to all kinds of energy replenishment facilities with brand halo and overcharge technology labels in China, and we will of course feel that “even this technology, which is dwarfed in China, is flocking to Thai consumers.
” Among the major countries in Southeast Asia, Thailand is not only the most friendly market for new energy vehicles, but also one of the most friendly to China.
According to the results of a survey conducted by the agency and Deloitte last year, Thai consumers in the six major ASEAN countries like new energy vehicles (pure electric BEV+ mixed with PHEV+ and HEV), second only to Singapore’s 66%.
Vietnam also accounts for more than half of 51%, compared with less than 50% in Indonesia, Malaysia and 28% in the Philippines.
If you only look at pure electric or pure electric + mixing, Thailand takes the lead by 50%, of which pure electricity accounts for 31%.
Singapore tends to mix up to 36%, so pure electric + mixed only 26%.
The proportion of sales of new energy vehicles and Chinese cars in major Southeast Asian countries. Mr. Lin Bingkun helped us drive the right rudder.
From his skillful and efficient driving style, we can see at a glance that he has a wealth of tram driving experience.
“I like to control a good car.
I used to drive a BMW 320.” Mr. Lin opened the chatterbox.
He is a Thai immigrant of Fujian origin and has a talent for doing business.
In addition to the local trade business and business translation business in Thailand, he also has a fruit ice cream business in Guangzhou, and his family is quite well-off.
But his new car came as a surprise-BYD Seal’s pure electric car.
On the one hand, he still recognizes the handling of seals, praising the superior acceleration ability of pure electric vehicles, and on the other hand, the trade business is sluggish, and he is also considering increasing revenue and reducing expenditure.
Open source is to come to do business translation, cost-saving is from BMW’s monthly fuel costs of tens of thousands of baht.
Cheng Seal’s 3000 charging expenses also save a lot of maintenance costs.
“this is the character of Thais who dare to try new things and are very good for us (Chinese new energy vehicles),” Ma Haiyang, general manager of GAC Ean Southeast Asia and Ean Automotive Manufacturing (Thailand) Co., Ltd. gave us an interview in the office building of Shaton Square.
“Thai consumers’ demands for cars, especially young people for bright colors, there will be corrective feedback.
” The senior executives of SAIC MG, Great Wall and Changan all mentioned this point without exception.
As a result, new energy vehicles with fast acceleration, good intelligence, strong sense of science and technology, personalized appearance color matching and low cost of car ownership, like bright tropical style clothes, are quickly accepted by Thai people who love life and spend boldly.
Fresh psychology and character belong to the internal causes of consumers, while economic environment and policy incentives are the dominant external causes.
, figure | Thailand’s New Energy Policy.
Since 2022, Thailand has continuously launched incentive policies for new energy vehicles.
From 2022 to 2025 is EV 3.
0stage, and from 2024 to 2027 is EV 3.
5stage.
Models with standard price and battery capacity can receive a subsidy of up to 150000 baht (RMB 30,000), and the consumption tax will be reduced from 8% to 2%, in addition to import subsidies, production compensation and so on.
“so the main position of Japanese cars is to lose to new energy, which is almost another microcosm of the Chinese market,” Mr.
Jaw sent me a report from Dataxet, a Malaysia-based Southeast Asian consulting firm.
Chinese new energy brands are so popular in Thailand that both BYD and Chang’an occupy the champion and runner-up of TOP10 new energy brands, both offline contact and online mention, while Tesla only ranks third.
It was followed by Eian, the Great Wall, MG and Najai.
The top ten were occupied by Chinese cars with six seats.
What is even more surprising to me is that Huawei Hongmeng Zhixing’s boundaries, intellectual circles, and Xiaomi cars have also begun to be paid attention to by the Southeast Asian regional market.
In a street survey, Kun Le, a young man from Bangkok, even mentioned the non-standard name “Huawei Auto” and held up P60pro to describe how he lined up to snap up the phone when it went on sale in Thailand, so “if Huawei Auto comes to Thailand, I certainly want to buy it, as long as the price is not too expensive.
” However, “electrocution” brings not only market opportunities, but also challenges and tests to Chinese cars.
According to the Thailand Electric vehicle Association, the increment ratio of vehicles to piles in Thailand is 18.
8 in 2023, which is much lower than the domestic ratio of 2.4. The deficiency of supporting facilities, coupled with the policy decline, led to a decline in pure electric permeability in 2024.
Shen Xinghua, general manager of the Southeast Asian Division of Changan Automobile, told the Automobile Commune that in the short term, most of Thailand’s new energy consumers are concentrated in big cities, and charging piles in private homes are easy to arrange.
“We provide customers with charging piles and installation services free of charge.
” from the daily use scenes of most customers, in fact, it is not a big problem.
” However, from a long-term point of view, supporting facilities are still indispensable.
“drawing on China’s development experience, we have made a lot of investment in infrastructure,” explained Tao Xunsheng, director of the BGAC Bangchang factory in Nezha.
Although Nezha chose a “light mode” in the manufacturing dimension, the investment in infrastructure is not ambiguous.
“charging piles will be built at gas stations and shopping malls.
” By 2030, the penetration rate of electric vehicles in Thailand will hit 30%, and the infrastructure still needs to be improved.
the corresponding new energy security system, supply chain and financial system still have a long way to go.
Are you afraid of Japanese cars? “We are more reliable.
” are Japanese cars scared in the face of the influx of Chinese cars into Thailand? This is a hot topic before departure, both around you and in cyberspace.
“I’m used to driving a Japanese car,” said the dark-skinned Chachai, who speaks very bumpy Thai accent English, but this is already the best way for us to communicate.
He strokes with his hands, afraid that we don’t understand.
“my family needs to load goods, the pickup is suitable, and D-MAX has been used for seven years.
” It is obvious that the white-collar workers who came across in a small restaurant in Luo Yong and the white-collar workers who enthusiastically embraced Chinese electric cars in Bangkok’s CBD area are almost two very different types of car users.
In the process of street shopping, we found that the older the users in remote areas, the more likely they are to buy gasoline cars, and the first choice of gasoline cars is naturally Japanese brands.
When we combine the stories we have guessed with the available data, Japanese cars have been entrenched in Southeast Asia for many years, and the first success factor is to start early and work hard.
As early as the 1960s, Thailand announced a 50% tariff reduction for automobile CKD components, Japanese car companies began to enter the Southeast Asian market, Toyota, Honda and other factories have set up the ground.
In the 1970s and 1980s, the process of industrialization in Southeast Asia boosted economic growth and consumers’ demand for cars.
Japanese cars happen to capture this opportunity.
European and American car companies, which started to act 20 years later, naturally lost the first opportunity.
In addition to the historical and cultural fetters between Japan and Southeast Asian countries, the factors of success include the fuel-saving economy of Japanese cars, excellent service, and personalized and customized strategies.
Whether it is dotted with maintenance facilities, excellent value preservation rate, or the Honda BR-V model, with a length of 4.
4m to accommodate seven seats, to meet the demands of small parking spaces and large family members in Southeast Asia, the Southeast Asian market has become the “back garden” and “bunker” of Japanese cars.
, figure | Honda BR-V, what does the Japanese car company think of Chinese cars in the Thai market? We look for answers from the dimensions of automobile manufacturers, dealers and suppliers.
“Chinese cars are powered by electricity, and they do have advantages in power and acceleration, and they are more intelligent,” admitted an employee of a local Japanese car company.
“Japanese cars will do better in vehicle maintenance and battery warranty.
And first of all, the car should be a car, no matter how intelligent it is, it can’t break down on the road, it’s very dangerous.
Reliability is still our long board.
” Obviously, reliability / failure rate, distribution of service outlets and historical accumulation have become the “reassurance” of Japanese cars in the face of the onslaught of Chinese cars in Thailand.
The NakornRayong Toyota store in Banzhang County of Luoyong House is the local “flagship” Toyota 4S store, with a dazzling array of showrooms ranging from Camry and Hilux REVO pickup trucks to all kinds of SUV.
We look at the car in the name of the employees of the Thai branch of the Chinese company.
Our boss likes BYD seals and the landlady likes Camry.
What do you think of the long boards of Chinese cars and Toyota cars? I found one.
Under the pretext of trying to get an opinion about Chinese cars from the sales mouth.
Toyota has the highest market share in Thailand, with more than 70 maintenance centers in Thailand.
This kind of service and system advantage can not be compared with Chinese brands.
” Sure enough, among the Japanese 4S store staff, Toyota has the best sales professionalism, the work efficiency is closest to the Chinese brand stores, and the car show is also the best.
However, when comparing Chinese cars with Japanese cars, sales still avoid the core dimension of product power, and the advantages mentioned over and over again are still the traditional dimensions such as the number of stores and reliability.
The area of the Mitsubishi store next door is much smaller than that of Toyota, and there is an obvious gap in sales enthusiasm.
When we first entered the door, we almost saw the feeling of closing up.
It seems that they regained a little bit of vitality because they saw us coming.
There are only three cars in the Mitsubishi showroom.
Two XPANDER CROSS of different colors, one MPV very similar to SUV, and the other a pickup truck.
However, in addition to the high-end car, other models use a lot of plastic interior, and the smell inside the car is really unflattering.
“the car model is more like the feeling of a decade ago than a Chinese car,” our colleague, and a Chinese customer in the store, have come to a similar conclusion.
Mitsubishi sales, facing the same problem of comparing Chinese cars, is obviously not as eloquent as Toyota employees, so they have to calculate fuel efficiency over and over again.
“if you run 19 kilometers per liter, you will consume a little more than 5 liters per 100 kilometers.
” Of all the stores, Honda is the most popular.
After we entered, at least two groups of guests came.
No wonder it is also the Japanese brand with the lowest year-on-year decline in recent years, and the new Accord does not even have a best-selling car.
Only CR-V is left with a bunch of Sidi and other cars in the exhibition hall.
It is precisely Honda, the most popular Japanese brand, that revealed the secret that was shaken by the Chinese car offensive.
Generally speaking, Japanese cars in the Thai market, especially Honda, except for the November auto show (Thailand has four auto shows a year, April and November are the most important) may have relatively big discounts, but there is usually no big discount.
With the prelude to the price war of Chinese cars in the Thai market, Japanese cars were gradually forced to roll up their sleeves from the initial arrogance and indifference.
Honda sales told us that Japanese cars are also fighting a price war: “this year, Honda made a decision, because the price reduction of Chinese cars led by BYD was too much, so Honda decided that it might follow up on the price reduction in advance.
” this move is unprecedented for Honda.
After “hell-level training” in the Chinese market, independent brands not only have product power, but also reduce dimension in terms of marketing power.
At the flagship store of Srinakarin in Samut Prakarn, Thailand, we witnessed a lively listing and fan meeting.
From the singer’s performance before the event, to the enthusiastic participation of fans and users, as well as the efficient retention of capital and the spread of ripples, “these are all proficient in domestic play, but for Thailand, they are really new weapons!” How to pay attention to the fan economy of users, China has begun to dislike excessive rice circles, but in foreign countries it has just started to appreciate the early dividend.
Shu Gangzhi, vice president of overseas operations and general manager of the Thailand subsidiary of Najia Automobile, recalled the Bangkok Motor Show on March 25, when the V II was listed and held a user event called letter HOMECOMING.
Although it was the weekend and even mainlanders were among the 200 invited fans, they actively participated and volunteered to contribute 298 potential visitor messages without request.
Out of the recognition of the product and the love of the brand, we have spontaneously done these activities to make us feel the friendliness of our customers.
” Shu Gangzhi sighed.
“at this stage, China is a brand going out to sea,” said Chong Baoyu, general manager of Great Wall Automobile Thailand.
It is clear that Chinese car companies need to do more than just hand in cars if they want to pose a real threat to Japanese cars.
After a price war and motorcycles, a BYD store displayed a billboard of “ATTO 3” (the domestic yuan plus) in the highway rest area of Mamba Gong County, Thailand.
In the distance is the BYD ATTO 3 billboard.
When we were parked at McDonald’s nearby, a transport truck happened to drive slowly by.
It’s just that the car is not carrying ATTO 3, but the BYD dolphin, which is already famous in Europe.
The dolphin platform is actually very good, but it is not popular at home, and its characteristics are more popular with Europeans.
” We talked with friends from BYD, SAIC, Great Wall, Ian and other car companies about dolphins in Thailand.
Obviously, BYD is more willing to talk about product power, while competitors inevitably mention prices.
In June, the price of dolphins dropped sharply in Thailand, reducing the standard battery life version of the 44.
9 battery from 699900 baht to 559900 baht, or 27700 yuan, and the 60.
5-degree long-lasting version from 859900 to 699900, a price reduction of about 32000 yuan.
Although some competitors believe that dolphins are reduced in order to clear inventory, it is clear that locally produced dolphins in Thailand will be at the same price.
On July 4, BYD held a ceremony for the completion of the Thai factory and the removal of the 8 million new energy vehicles in Royong, Thailand, and the honor of the 8 million new energy vehicles was reserved for dolphins.
The price reduction of new energy vehicles can be divided into two categories: positive and negative.
The main positive factor is that with the maturity of the new energy supply chain, the progress of technology and technology, and the cumulative scale dilution of the upfront cost, it is indeed possible to achieve cost reduction.
the negative factor is vicious competition.
To fight for losses, we should also use the way that e-commerce “burn money and burn competitors, and then a dominant company”, dumping at low prices to destroy competitors.
The starting price of dolphins in Thailand is more than 110000 yuan, which is almost in line with the domestic price, which has dealt a serious blow to a series of compact and small cars.
From the Chinese brand Nezha V II to Japanese car companies such as Feido, Sidi and Yaris, sales have plummeted recently.
“how do we spill Chinese brands overseas? New energy vehicles can be used as a carrier.
“Chongbaoyu on the one hand affirms the importance of new energy to Chinese car brands going out to sea, on the other hand, it also emphasizes the necessity of price stability.
” if you want to build a brand, then there must be price stability.
” Japan blames Thailand for its high inventory of electric vehicles.
Indeed, SAIC, Ian and Great Wall have all said that they will not follow the price cut, so they will be under pressure to shrink their market share in the short term.
, industryIt is easy for people to think of the “unity” and “division of labor” of Japanese car companies when they went out to sea, and lamented that Chinese cars were fighting in the same room.
In fact, the so-called unity and division of labor of Japanese enterprises are not natural moral advantages and efficiency strengths, but are determined by the consortia behind them.
Six major monopoly consortia, including Mitsubishi, Mitsui, Sumitomo, Fuji (Furong), Sanwa, and Daiichi Quanye Bank, control Japan’s economic lifeline, “Mr.
Jaw pointed out the complex truth behind the appearance.
” Chinese car companies are often supported by local governments, which will look more loose.
” Different models have their own advantages and disadvantages, and Japanese car companies are better able to coexist peacefully through unity and division of labor, while the wolf nature and penetrating combat effectiveness of Chinese car companies are not comparable to Japanese car companies.
The disadvantages of excessive internal friction need to be suppressed by more powerful upper-level regulation and control.
“during the transition period, it is indeed the ‘disintegration of demons’ of Chinese car companies that can work more quickly, while long-term ism needs to transition to a sound path and strategy. “Mr. Jaw didn’t completely deny wolf nature’s competition, but he didn’t think it was a long-term solution.
Then, if Chinese cars cannot avoid a price war in the Thai market, will they repeat the mistakes made by Chinese motorcycles in Southeast Asia and eventually fail because of low prices and low quality after they sell well? Judging from the experience of SAIC MG, a “senior big brother”, holding two cards in his hand, he can avoid the misfortune of Chinese motorcycles.
One is the “technical label and product power”.
Chinese car brands have made great achievements and success in the ASEAN region.
Our victory is not only quantity, but also the success of the market with technology.
” Solo’s upright suit is the same as his confidence.
“now in the EV circle, they will mention that neither European nor Japanese cars can catch up with our Chinese technology, and we are very ahead.
” SAIC not only sells electric cars in Thailand, in fact, ICE fuel vehicles and hybrids, including electric cars, we produce all kinds of market segments and all kinds of models in each category.
Ordinary people may think that Japanese cars are still the main body of the market in Thailand, but their decline in the sunset is already the trend of the times.
” The other lies in the localization of supply chain system.
Suro told the Automobile Commune that the first stage is for the Thai market to recognize the entry of Chinese car brands, and the second stage is to localize the production of electric cars in Thailand, including supply chain matching.
To this end, SAIC Zhengda became the first Chinese car company to carry out deep localization of battery production in Thailand.
Yang Ming, director of the manufacturing department of SAIC Zhengda, led the research team of the automobile commune to visit the entire factory, including the battery workshop.
“the production is SAIC Rubik’s cube battery, which was put off the line at the end of November 2023, and then went into production in March this year,” Yang Ming said of the whole process.
“49-degree lithium iron phosphate batteries and ternary lithium batteries are all produced here.
The corresponding models have a standard range of 425 kilometers and a long range of 520 kilometers.
” According to Yang Ming, the processing depth is very considerable, from the cell assembly to the module, from the module assembly to the battery package, and then complete the test and supply to the final assembly.
On the other hand, the Ian side emphasized the attention to the details.
According to Ma Haiyang and other EAN employees, when new energy vehicles enter the Thai market, they should not only switch the left and right rudders, but also increase the power of the air conditioner and change the wiper design in view of the local hot, humid and rainy weather.
Even the difference in the curvature and slope of the road cannot be ignored because there may be a deviation in the calculation of ADAS.
” Hearing that Ean has analyzed user needs and local characteristics in such detail, our confidence in the stability of Chinese cars in Thailand has been enhanced.
Chinese car companies are indeed good at “finding pleasure in bitterness” and “finding positives in negativity”, and even the price war itself has been seen on the positive side by Shu Gangzhi and others.
Naha admitted that his V II was squeezed by dolphins, but also mentioned that Toyota Yaris and Honda Sidi and Fido were also 100% priced.
“Thai consumers are divided into different groups, and the budget is of course the first place in the purchase decision, and the product comes second, and then the service rights are also very concerned.
” Shu Gangzhi said that competition can have many dimensions.
“We have also responded by fine-tuning prices and improving rights and interests.
” From competing with Mazda 2 at that time to competing with dolphins and Yaris, “We passively changed from second-tier competition to first-tier competition.
” In addition to market and industrial factors, new energy policies such as EV 3.
0 and EV 3.
5 are introduced and formulated by the government in consultation with officials of the Electric vehicle Association, such as Solo.
“now there is a special association in the Thai automobile industry, and all people support that they are the leading brothers.
A very important task is to provide industrial education to the government so that they can accept and formulate more new policies that are beneficial to us.
” At this point, the cause of Chinese cars in Thailand cannot be said to have been firmly in the fishing boat, but it is bound to be different from the collapse of motorcycles in that year.
Promised Land X, “Taiping Prosperity” √, as we were driving on the Charam Mahanakon Highway, the tall billboards on both sides of the road suddenly appeared familiar names-BYD ATTO 3 and Great Wall Tank 300.
What is even more amazing is that the two popular models are “rich and powerful” with a “three-company billboard”, forming a chic landscape.
Oh, the Chinese Legion is coming! However, when Chinese cars set sail overseas, they will be different from Western companies, with more oriental color and Chinese style.
Yes, we recognize the importance of going out to sea, especially for manufacturing, especially for cars.
Although many people do not agree with Milton Friedman’s “laissez-faire capitalism”, his judgment is indeed worth pondering: “the greatest danger facing consumers is monopoly-whether private monopoly or state monopoly.
” The most effective protection for him is free domestic competition and global free trade.
” Under the background of the wave of anti-globalization in some parts of the world, our country still unswervingly promotes the double circular economy and attaches importance to exports, and the automobile industry has played a pioneering role in going out to sea.
If China wants to rise, the manufacturing industry must be strong.
if China wants to achieve global influence, the manufacturing industry must achieve global market coverage.
if China’s manufacturing industry wants to achieve global market coverage, it must be realized by the automobile industry, which is the crown pearl of the manufacturing industry.
China’s automobile industry has stepped up to sea in order to achieve global market coverage.
Among the market choices for Chinese cars to go to sea, Southeast Asia is the top priority, and North America has government.
To control risks, we can advance through the Mexican curve.
Europe was the honeymoon of the last round and is now beginning to chase and intercept Chinese cars.
Africa’s consumption power is relatively weak.
Eastern Europe and the Middle East have already contributed a large share.
Therefore, considering market potential, political relations, and manufacturing foundation comprehensively, Southeast Asia is particularly important.
It is not only a regional market, but also a manufacturing hub, radiating to the right-hand Commonwealth countries.
Although Thailand and even Southeast Asia seem to be a “holy land where honey and milk flow” in the Bible, they are not a “promised land” for Chinese companies-China does not want to occupy overseas countries through “dumping” or “aggression”.
At the same time, it also faces many difficult challenges and is by no means an easy market.
The idea of abandoning the “Promised Land” in the ASEAN market has three meanings.
First of all, without an export market that has been given and guaranteed by heaven, pressures and risks will always exist, and we must not be careless or complacent.
At present, Chinese cars are sailing smoothly in Southeast Asia, but we cannot take it lightly.
Japanese cars are still far ahead in the market, and potential risks cannot be ruled out.
Secondly, the achievements of Chinese cars in markets such as Thailand do not rely on their own rewards or luck, but on their own efforts.
From SAIC lobbying to promote EV new energy subsidy policies, Ai ‘an readjusted ADAS for road slopes and designed air conditioners based on climate, and the Great Wall entering the hard-core off-road market, to BYD and Wuling reconstructing pure tram thresholds, there are tens of thousands of Chinese motorists The sweat of watering bright flowers.
Third, China does not need a Promised Land in the Christian sense.
China’s expansion has always been true co-prosperity.
The Belt and Road Initiative is a coordinated development of large industries and economies.
It is fundamentally different from the Western colonial slave trade and today’s scissors gap + currency drain expansion.
The background of Confucian culture determines that Chinese automobiles sail overseas markets represented by Thailand, not by dumping low-priced and low-quality products, but by bringing high-quality products, technology, the ecology of brand + service systems, and supply chains and even the entire industry to achieve truly coordinated development.
When the balance of the world tilts back towards the Eastern Hemisphere, the Eastern Automobile Camp will compete for a true leading role.
From the invention of automobiles to the leadership of the first industrial revolution, the West has long occupied the absolute say in the industry.
Although Japanese cars can also use lean production to seize the beginning of the second industrial revolution, they are gradually falling behind in the new round of electrification and intelligent revolution.
Chinese cars are turning around the fastest, but they lack sufficient brand and global heritage.
, Who can break the Western world’s leadership in the automotive industry? It is already a consensus in the industry that there will be a battle between Chinese and Japanese automobiles in Southeast Asia.
But this battle will determine the pattern of both camps and even the situation of global industries.
Going to sea is the only way to go.
The process has thorns and the end point is gold.
Only by winning Southeast Asia and achieving “Tai Ping” can Chinese cars be expected to defeat Japanese cars and achieve a global “prosperous age.
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