Economy
Thai Car Owners Show Brand Loyalty Amid Shifting Powertrain Preferences
A new study reveals that while 64% of Thai car owners intend to stick with their current brand, their choice of engine technology remains uncertain.
According to a report by Khaosod Online, recent research from Differential (Thailand) highlights a notable trend in the Thai automotive market. The '2026 Thailand Service Customer Experience Index' and '2026 Thailand Product Customer Experience Index' studies, which surveyed 2,651 vehicle owners, indicate that brand loyalty is recovering in the country. Specifically, 64% of current owners express an intention to purchase their next vehicle from the same manufacturer.
However, the study, led by Differential Thailand Managing Director Siras Satrapai, notes that while brand preference remains stable, the decision-making process regarding the 'powertrain' of future vehicles is becoming more complex. As the automotive industry transitions, consumers are increasingly weighing their options between traditional engines and newer technologies, even when they are otherwise satisfied with their current brand.
For residents and expatriates in Thailand, this data suggests that while the automotive market is showing signs of stability, the shift toward new energy vehicles or alternative powertrains is creating a period of hesitation for buyers. It remains to be confirmed how these shifting preferences will impact long-term sales figures for specific manufacturers or how quickly the market will fully transition toward non-traditional engine types. The study reflects data collected over the past three years, providing a snapshot of evolving consumer behavior in the Thai automotive sector.
