RECAP MOTOR SHOW 2026: Signals from Booking Figures and Their Implications for the Thai Economy

Motor Show 2026 recorded the highest booking volume, supported by the EV trend and changing consumer behavior.

Motor Show 2026 set a new record high with 130,000 car bookings, reflecting the growing role of Chinese automakers in the Thai market as they continue to gain more market share. This was driven by rising interest in electric vehicles, accelerated by higher oil prices stemming from the conflict in the Middle East. At the same time, Thai consumers’ car purchasing behavior has also changed, with greater emphasis placed on “value for money and comprehensive technology” rather than brand loyalty. In addition, as EVs are often selected as a household’s second or additional vehicle, consumers have become more open to new models, resulting in steadily increasing interest in automakers that have only recently entered the Thai market.

Approximately 70% of bookings made at Motor Show 2026 are expected to be converted into actual deliveries. However, the positive impact on the Thai economy is likely to remain limited, as sales are driven primarily by imported cars.

SCB EIC estimates that the actual vehicle delivery rate following Motor Show 2026 will be 70% of total bookings, down from an average of 75%–80% during 2022–2025, due to still-tight credit approval conditions, particularly for EVs, which often require high down payments and shorter loan tenors. This is compounded by the possibility of booking cancellations by consumers themselves, driven by the launch of more attractive new models or lengthy delivery times. An additional key issue to monitor is that the current buoyancy of the Thai automotive market is increasingly reliant on sales of imported vehicles, limiting the positive contribution to Thai economy even if total vehicle sales continue to expand. At the same time, the readiness of the domestic supply chain—including the supply of automotive parts, charging station infrastructure, and related businesses, particularly insurance—will need to be accelerated and adapted to support the growth of the EV market and reduce the hidden long-term costs of EV ownership.

EV transition is becoming increasingly evident. At the same time, however, support for automakers operating within the traditional supply chain to remain competitive is also an issue that must be urgently advanced in parallel.

Promoting investment to establish a domestic EV production base should proceed in parallel with increasing the share of locally sourced components, as well as developing the domestic parts manufacturing network so that it can play a greater role in the EV supply chain. At the same time, creating an appropriate level playing field would enable both incumbent and new manufacturers to compete on an equal and fair basis. Such an approach would play an important role in generating economic value added, reducing import dependence, and supporting the long-term sustainable growth of Thailand’s automotive industry.