A report by a market research firm indicates that 58% of Thai motorists are considering electric or hybrid models, although a significant charging gap could hinder mass adoption.

Thailand shows higher levels of consumer readiness for electric vehicles (EVs) compared with other Southeast Asian markets.

According to the research firm's 2026 consumer study, 58% of Thai consumers intend to opt for a hybrid or battery electric vehicle (BEV) for their next purchase, which is higher than the regional average of 42.8%.

However, the report notes that, despite interest in new energy vehicles (NEVs), practical ownership challenges remain. A disparity exists between charging expectations and actual availability. While 75% of prospective buyers expect to charge their vehicles at home, only 36% currently have access to residential charging facilities.

Infrastructure bottleneck

The study states that bridging the charging gap will be necessary for Thailand to convert consumer interest into actual sales. When charging away from home, 51% of Thai motorists prefer traditional fuel stations equipped with EV chargers, indicating that the transition may depend on integrating new technology into existing infrastructure.

"Thailand is well-positioned to lead NEV adoption in the region," said a senior executive at the market research firm. "However, conversion depends on removing friction points, particularly around charging access and cost. Automotive players must collaborate with energy providers and property developers to deliver ecosystem-level solutions."

Fluid brand loyalty and dealer factor

The Thai automotive market shows reduced brand loyalty. The research firm found that 64% of Thai consumers intend to switch brands for their next purchase, driven by the pursuit of improved product quality, advanced technology, and performance.

Despite this openness to new manufacturers, including NEV brands, Thai consumers continue to demonstrate traditional purchasing behaviour. Only 53% expressed interest in direct-to-consumer online sales models, the lowest proportion in the region. Authorised dealers remain the primary channel, with 81% of respondents continuing to rely on official dealerships for servicing. Trust was identified as the most important factor in selecting a service provider.

Data and connectivity

Thailand shows increased adoption of software-enabled mobility features. Approximately 67% of consumers expressed interest in AI-enabled customisation, while a majority indicated a willingness to pay for connected services such as anti-theft tracking (84%) and emergency assistance (80%). Thai motorists reported lower levels of concern regarding data sharing, including vehicle location and in-cabin monitoring, compared with regional counterparts.

"Success will depend on navigating this complexity," said another senior executive at the market research firm. "Consumers are more willing to switch brands and adopt new technologies, yet they remain anchored in trust-based relationships with dealers. Companies that adopt an integrated transformation approach will lead the next phase."