Thailand: Automobile Market Projection for 2026

Thailand’s automobile sales in 2025 are projected to recover to 600,000 units, a 4.8% increase from the previous year. After bottoming out in March 2025, sales have consistently seen year-on-year growth since April. For the full year, the recovery trend is expected to be maintained, driven by the economic impact of the “Half-Half Plus” stimulus package (which allows registered individuals who buy goods from local shops to pay only half the price of their purchases with the government subsidizing the other half) launched by the new administration headed by the new prime minister Mr. Anutin Charnvirakul in September, as well as last-minute demand ahead of an excise tax hike on internal combustion engine vehicles (ICEVs). However, the recovery will likely remain limited; credit risks remain high, and auto loan screening standards have not been relaxed. Consequently, sales of one-ton pickup trucks—considered Thailand’s national car—continued to decline, falling 15.3% year-on-year to 107,000 units between January and September 2025.