Marketing Strategy of BYD Company in Thailand

Abstract

Thailand’s electric vehicle (EV) market has expanded rapidly under industrial policy, wider model choice and a shift from imports to local production. BYD has built market presence through competitive products, local production and channel expansion, but price volatility, service pressure and ownership uncertainty pose challenges to sustainable development. This study aimed to analyze BYD’s current marketing strategy and key problems in Thailand using Porter’s Five Forces, SWOT analysis and the 4Ps Marketing Mix (the 4Ps), and to recommend improvements in alignment with the conceptual framework. Using a qualitative documentary design, the study applied content analysis to academic literature, Thai policy and official statistics, company disclosures, industry materials and reliable independent reporting published mainly from 2022 to 2026. Findings indicate very high rivalry, high buyer power, dependence on dealers and service partners, and pressure from hybrid and conventional vehicles. BYD’s technology, product value, Rayong production base, brand visibility and channel reach are strengths. However, unpredictable price adjustments, residual-value concerns, uneven after-sales capacity, limited parts and repair visibility, dealer inconsistency and incomplete localization may weaken customer confidence. The study concludes that BYD’s price- and expansion-oriented approach should become more customer-oriented and trust-based. It recommends product and software localization, transparent price and finance governance, reliable service delivery, localized ownership-value communication and full-journey customer relationship management to support long-term competitiveness in Thailand.

Keywords: BYD, Thailand, marketing strategy