GAC Aion’s Launch in Thailand: A New Era for Chinese Electric Vehicles

Establishing a New Frontier: GAC Aion’s Journey in Thailand

Ma Haiyang, along with eight of his dedicated colleagues, embarked on a significant journey a year ago to launch the first overseas operation for GAC Aion, a prominent electric vehicle manufacturer hailing from China. Upon their arrival, they faced a daunting challenge: there was no office space, no factory, no local workforce, and, quite frankly, little direction on how to proceed.

The Aion team quickly adapted to their situation, setting up their base in a Bangkok hotel. They took over conference rooms and often held strategy meetings in the hotel lobby, fully immersing themselves in their new environment. Their to-do list was extensive and included critical tasks such as securing office space, recruiting local dealers, and crafting a comprehensive business strategy. Through sheer determination and hard work, the team managed to sell its first electric vehicle just 74 days after landing in Thailand.

“The window of opportunity for Chinese new energy vehicles expanding into international markets is relatively narrow,” emphasized Mr. Ma, who serves as the general manager for Aion in Southeast Asia. This statement reflects a common sentiment among Chinese manufacturers regarding the urgency of establishing a foothold abroad. “This is why we aimed to expedite our efforts,” he added, underscoring the competitive landscape.

Chinese electric vehicle manufacturers, including Aion, are rapidly making their mark on overseas markets, with Thailand being one of the first nations to witness this influx of ambitious Chinese automobile brands. The impact of this wave is palpable throughout the country, as the presence of Chinese electric vehicle companies reshapes the local automotive landscape.

Evidence of this transformation is visible across Thailand. Billboards saturate the urban environment, showcasing vibrant advertisements for a variety of Chinese cars. Additionally, the surge in demand has driven land prices upward, as numerous Chinese enterprises are investing in the construction of new car factories.

In their effort to appeal to the local market, Aion has taken steps to modify their vehicles, enhancing features such as the air-conditioning systems to better cope with the tropical climate and reinforcing the chassis to withstand the challenges posed by rugged road conditions.

Credit: Lauren DeCicca for The New York Times