Core Viewpoint - The Bangkok International Motor Show highlights the increasing presence of Chinese automotive brands, particularly in the high-end segment, amidst declining new car demand in Thailand [1][3]. Group 1: Chinese Automotive Brands at the Show - Nearly 40 global brands participated in the Bangkok International Motor Show, with Chinese companies accounting for nearly 40% of the exhibitors [1]. - High-end brands from major Chinese automakers, such as Zeekr and BYD, are particularly noteworthy, with Zeekr set to launch the SUV model "7X" [2]. - Other notable Chinese brands include Xpeng Motors and Chery, which have gained visibility compared to the previously dominant Japanese brands [1][2]. Group 2: Market Dynamics and Challenges - Thailand's new car sales are projected to decline by 26% in 2024, totaling approximately 572,675 units, due to high household debt levels [3]. - The household debt-to-GDP ratio in Thailand is around 90%, limiting access to auto loans for the middle and lower-income classes, which hampers new car demand [3]. - Chinese high-end brands are leveraging advanced technology and pricing strategies to appeal to the relatively younger Thai demographic, but competition with established brands like Lexus will depend on long-term reliability and after-sales service [3]. Group 3: Expansion Plans - Zeekr plans to expand its sales outlets in Thailand to nearly double, aiming for up to 15 stores by the end of the year [2]. - Shanghai Automotive has introduced its high-end EV brand, IM6, with a price of approximately 1.39 million Thai Baht (around 297,700 RMB) [2]. - BYD is also set to launch new models under its high-end brand "Denza" [2].