A recent survey conducted by NielsenIQ has shed light on the rapidly growing electric vehicle (EV) market in Thailand, showcasing both challenges and opportunities for local manufacturers. The survey gathered insights from over 3,390 new car buyers, emphasizing the notable dominance of Tesla within the sector.
According to the findings, the majority of EV users are under the age of 40, accounting for 66% of respondents. This demographic shift highlights the increasing acceptance and adoption of EV technology among younger drivers who are often more environmentally conscious and tech-savvy. The survey also revealed interesting economic factors, with 41% of EV users earning upwards of 95,000 baht per month.
One of the major findings from the survey is the transition of consumers from combustion engine vehicles to electric models. A remarkable 81% of current EV owners had previously owned gasoline-powered cars, indicating significant consumer behavior change driven by higher expectations for driving experience and comfort.
The survey employed the PP100 measure, which indicates the number of problems encountered per 100 vehicles, to evaluate the quality of EVs. The results highlighted three primary areas where EV manufacturers need to focus improvements: driving experience, air conditioning performance, and powertrain systems.
Specifically, the driving experience was cited as the most pressing issue, with problems related to suspension systems being noted significantly. The survey reported 22.3 PP100 for driving experience issues compared to 12.6 PP100 for conventional cars. This discrepancy emphasizes the engineering challenges faced by EVs, which tend to be heavier due to battery installations, resulting in unique suspension demands.
Air conditioning systems were another area of concern; they received 17.7 PP100s, which is considerably higher than the 10.0 PP100 reported for traditional vehicles. This statistic is particularly relevant for Thailand's warm climate, where effective cooling is not just a convenience but also expected by consumers.
Issues surrounding charging speed and powertrain system performance were also prominent, with EVs reporting 12.0 PP100 compared to conventional vehicles at 7.8 PP100. Over half of the respondents—56%—noted they often wait longer than 8 hours to fully charge their vehicles, contradicting consumer expectations for more immediate charging capabilities.
Alongside mechanical concerns, the survey identified user interface and design issues, including uncomfortable seating (7.2 PP100), impractical cup holder designs (5.7 PP100), and insufficient vehicle height (4.3 PP100). Navigation and app connectivity also fell short, with reported PP100 values of 2.0 and 1.9, respectively.
Maninatt Jaeraswejinda, Senior Director at NielsenIQ Thailand, commented, “The quality of cars is not only dependent on production efficiency but also on the design aimed at creating comfortable and safe user experience.” His insights stress the importance of user-centered design alongside innovative features.
Despite the outlined challenges inherent to the EV market, Tesla's Model 3 has emerged as the standout vehicle, earning the lowest PP100 score of just 92. This performance showcases superior reliability and design quality, setting the benchmark for competitors. The survey solidifies Tesla's place as the leader within the Thai EV market.
Other notable vehicles highlighted by the survey included the Isuzu V-Cross (100 PP100) leading the pickup trucks, Ford Ranger Double Cab (118 PP100) within the four-door category, and Honda Civic (137 PP100) for mid-sized cars. This overall ranking emphasizes the necessity for manufacturers to rise to the challenge of producing high-quality vehicles as the industry progresses toward electric options.
Looking forward, the transformation to electric vehicles presents significant challenges for manufacturers as they work to raise production and design standards. The future likely holds advancements based not just on cutting-edge technology, but also on genuine user feedback and adaptability to real-world usage.
