2017 Bangkok Motor Show: Thai-built pick-ups targetting Europe

By THOMAS HUONG | 30 March 2017


BANGKOK: The Thai automotive industry is looking at substantially growing its market share for pick-up trucks in Europe, according to Dr Prachin Eamlumnow, who is the president and CEO of Grand Prix International PLC and the chairman of the 38th Bangkok International Motor Show.

The show is held from March 29 to April 9, 2017 at Challenger Hall 1 – 3, Impact Muang Thong Thani and is expected to provide an economic boost of 40 billion baht.

"We are trying to grow the European market for pick-ups, as we become the second major manufacturing base in the world for pick-up trucks, apart from the United States. There is a good market in Europe for pick-ups, especially in rural areas as they can use it for both transport and agricultural activities," said Dr Prachin on the sidelines of the motor show.

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"Unlike Australia, the Middle East or Thailand, the European market is relatively new to pick-up trucks and consumers there are surprised at the usefulness of pick-up trucks. Volkswagen with its Amarok, has also recognised the market for pick-ups," added Dr Prachin.

He noted that even Mercedes-Benz is entering the pick-up segment, after unveiling its X-Class concept late last year.

"Even BMW and Mercedes-Benz are becoming more Japanese, as they want to go into every market segment," he chuckled.
Dr Prachin said the move to promote Thai-built pick-ups in Europe would be spearheaded by Nissan, Isuzu, Mitsubishi and Toyota.

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"We want to leverage on the 40 years of Thai experience and expertise in producing pick-up trucks. This would also result in the growth of pick-up parts and accessories produced in Thailand."

He said presently, apart from Thailand, the biggest market for pick-up trucks in the region is Australia, followed by the Middle East.

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