* NOW UPDATED with the Top 193 All-models and Top 40 All-brands *
Catastrophic year for new car sales in Thailand: as soon as the government’s “first car” incentive program was ditched in mid-2013, the market has fallen back to 2011 levels. If a very strong first half in 2013 (+31% over the first 5 months) limited the slump to 8% at 1.32 million units, 2014 is hit full frontal at -33% to 881,832 registrations. Toyota is still king of the (battered) castle by far, with sales down ‘just’ 27% it even manages to markedly improve its market share further: from 33.6% in 2013 to 37.1% in 2014. The combination of a very successful launch for the Isuzu MU-X SUV and the crumbling apart of Honda’s main passenger cars means Isuzu is back to #2 manufacturer in the country with sales down 23% to 160,286 vs. -50% and 106,482 for Honda. Ford is up two spots to #6, Mercedes and BMW are the only brands to post year-on-year volume gains in the Top 25 and Chinese MG lands at #24 with a discreet 204 MG 6 sold.
The market implosion mainly affecting affordable passenger cars, both the Toyota Hilux and Isuzu D-Max reinforce their domination of the Thai market by losing less ground and improving their market shares to 16.4% and 14.6% respectively, selling more than double any other nameplate. Now that its new generation is (logically) priced under the Vios, the Toyota Yaris becomes the best-selling passenger car in Thailand for the first time and for this generation’s first year in market, selling 2.5 times more than in 2013 at 52,809 units. The Toyota Vios (-54%) and Honda City (-52%) follow.
Boosted by the new generation, the Toyota Corolla gains two spots and 4% to land at #6, the Ford Ranger breaks into the Top 10 at #9 and the Isuzu MU-X closes an outstanding first full year in Thailand inside the Top 10 at #10 with 19,040 sales. Helped by the new generation launched mid-year, the Nissan Navara is up 4 spot stop #12 but will feature in the 2015 Top 10, the Mitsubishi Attrage is up 10 ranks to #17 and the Nissan Juke closes its first full year in market at an excellent 20th place. There are 5 all-new nameplates landing in the 2014 Thai Top 50: the Ford Ecosport at #27, the Honda HR-V at #34 (but #7 in December!), Honda Mobilio at #38, Suzuki Celerio at #42 and Nissan Livina at #48.
Finally, for the first time on BSCB I can share with you a split by body for all the best-selling pickup trucks produced locally. We discover that the most popular body for pickups in Thailand, and by far, is the “Space cab” with 2 doors and enlarged space in the cabin. For example, 59% of all Toyota Hilux sold in Thailand in 2014 were space cab variants, with the double cab representing 24% of sales and the single cab just 17%. Similarly, the Isuzu D-Max sells best as a space cab (58%), followed by double (30%) and single cab (12%). The Chevrolet Colorado (74%) and Nissan Navara (60%) display a particularly high space cab sales ratio, with the Ford Ranger the exception to the rule at a dominant 73% double cab sales ratio.
Previous month: Thailand November 2014: Honda HR-V lands at #14
Previous year: Thailand Full Year 2013: Toyota, Isuzu and Honda on podium
Full Year 2014 Top 193 All-models and Top 40 All-brands below.
Full December 2014 Top 20 models and Top 40 All-brands below.