Thailand has seen a surge in complaints from consumers who feel they have been overcharged for Chinese electric vehicles (EVs) sold by BYD dealers. The country’s consumer protection agency has received approximately 70 complaints since launching an investigation into aggressive discounting practices by the automaker’s dealers. Some buyers have expressed their frustration on social media, claiming that the deep discounts offered by BYD have left them feeling short-changed.
One BYD owner shared on Facebook that he had purchased a BYD Atto 3 car for 1.19 million baht, only to later find out that the same model was being sold for 959,000 baht. This drastic price difference has left many customers feeling cheated and disheartened. In fact, one disgruntled owner even posted a video of himself scribbling negative remarks about BYD on the hood of his EV, vowing never to buy the brand again.
To address these concerns, BYD Chief Executive Wang Chuanfu met with Prime Minister Srettha Thavisin during his visit to Thailand for the opening of the company’s first factory in Rayong. Wang assured the government that future pricing would be appropriate and that affected customers would receive support. This move aims to manage customer expectations and protect local buyers from unfair pricing practices.
Thailand is an important market for BYD outside of China, and the automaker is keen to expand its presence globally. In the first quarter of this year, BYD held a significant 46% share of Thailand’s EV market, making it the largest EV manufacturer in the country. However, recent tariffs imposed by the European Union on BYD have added pressure to the automaker’s expansion plans.
In response to the situation, BYD has taken steps to address the issue and strengthen its position in Thailand. The company announced its acquisition of a 20% stake in Rever Automotive, its local distributor in the country. Rever Automotive operates over 100 showrooms in Thailand and has been the main channel for BYD vehicle sales since 2022. This strategic move will allow BYD to have more control over pricing and distribution, ensuring better transparency and customer satisfaction.
The opening of BYD’s new factory in Rayong is another significant development that will further solidify its presence in Thailand. The $490-million plant has an annual manufacturing capacity of 150,000 vehicles and will provide employment opportunities for 10,000 workers. This investment demonstrates BYD’s commitment to the Thai market and its determination to meet the increasing demand for electric vehicles in the country.
To address the concerns raised by customers and protect their interests, Thailand’s Consumer Protection Board has met with Rever Automotive and requested documents related to the discounting scheme. The agency continues to receive more complaints from customers who feel they have been affected by unfair pricing practices. The investigation into BYD’s dealers will help shed light on these issues and ensure that appropriate measures are taken to rectify the situation.
In conclusion, the aggressive discounting practices by BYD dealers in Thailand have sparked numerous complaints from customers who feel they have been overcharged for their electric vehicles. BYD’s assurance to the Thai government regarding future pricing and support for affected customers aims to address these concerns and protect local buyers. The automaker’s acquisition of a stake in Rever Automotive and the opening of its new factory in Rayong demonstrate its commitment to the Thai market and its determination to provide better transparency and customer satisfaction. Through these measures, BYD aims to regain the trust of its customers and strengthen its position as a leading player in Thailand’s EV market.
