Smart has entered the Thai market through a partnership with Thonburi Group, its official importer and distributor in the country.

Smart has brought it's all-electric vehicle range in the Thai market with this launch and has expanded its presence in Southeast Asia. The Thailand line-up comprises the Smart #1 compact SUV, the Smart #3 SUV coupe and the Smart #5 mid-size SUV.

The models are designed to meet different customer requirements. The brand's stated principles are Designed with Love, No Compromise on Safety and Amazing Drives. Smart plans to open its first dedicated showroom in Bangkok later this year. Its sales and after-sales services will be supported by Mercedes-Benz's retail network in Thailand.

According to Mr Kang Yi, Global CMO of Smart, the launch forms part of the company's expansion in Southeast Asia. He stated that Thailand's EV market and urban mobility requirements align with Smart's approach to urban transportation. The partnership with Thonburi Group will support the introduction of Smart's electric vehicles and ownership services in Thailand.

Thailand's electric mobility sector is developing alongside the automotive industry's transition towards lower-emission transportation. Demand for vehicles with efficient powertrains, technology features and distinct styling is also influenced by changing urban mobility requirements. Smart's all-electric portfolio was designed by the Mercedes-Benz Global Design Team and incorporates the brand's approach to design, technology and customer participation in product development.

Thonburi Group stated that the partnership forms part of its long-term growth strategy. The companies plan to offer electric vehicles and related customer services in Thailand, with the partnership also contributing to the development of the country's EV sector.

Thonburi Group, which has more than 85 years of experience in Thailand's automotive industry, will support Smart's local operations through its retail and after-sales network. Services will include personalised consultations, vehicle handovers, after-sales support, lifestyle activities and owner communities.

The Thai launch forms part of Smart's 'Year of Opening New Frontiers' initiative. The brand operates in more than 40 countries and regions and plans to continue expanding its electric vehicle range and mobility services internationally.

About Smart

Smart was established in the 1990s with a focus on urban mobility. In 2019, Mercedes-Benz AG and Zhejiang Geely Holding Group established the Smart global joint venture. The partnership subsequently updated the brand's identity, product range and business model. Smart now operates as an electric vehicle brand with a presence in more than 40 countries and regions.

In 2026, Smart plans to enter additional markets, update its Smart care customer service system and introduce two models: the Smart #2 and the Smart #6. These initiatives form part of the company's Year of Opening New Frontiers programme.