SMM

In recent years, numerous Chinese NEV brands have turned their attention to overseas markets for development. Among them, Southeast Asia has become a popular choice for many automakers to establish factories overseas due to its unique advantages. As early as 2013, SAIC Group joined hands with Thailand's Charoen Pokphand Group to establish a joint venture, the SAIC-CP Auto Factory, pioneering Sino-Thai automotive cooperation. Subsequently, leading brands such as BYD, Great Wall Motor, and Neta Auto have successively announced investments in factory construction in Southeast Asia, with the total investment in these projects exceeding RMB 30 billion.

Today, we present an overview of the factory establishments in Southeast Asia by BYD, Great Wall Motor, SAIC Group, and Neta Auto, to jointly explore this "golden zone" of Southeast Asia, a key region for automakers going global.

BYD

On July 4, 2024, BYD held a ceremony in Rayong, Thailand, to mark the completion of its Thai factory and the roll-out of its 8 millionth NEV, signaling the start of a new chapter in BYD's globalization. As BYD's first EV factory in Southeast Asia, the Thai factory has laid a solid foundation for BYD to expand its market in the region.

In addition, BYD has officially launched the construction project of its factory in Cambodia, marking a new stage for the Cambodian EV industry. Cambodian Deputy Prime Minister and First Vice Chairman of the Council for the Development of Cambodia (CDC), Sun Chanthol, stated to the media on February 6, 2025 (yesterday) that the factory will be located in the Sihanoukville Special Economic Zone, with a total investment of approximately US$30 million, and is expected to launch its first batch of products in November 2025.

Great Wall Motor

Currently, Great Wall Motor has achieved regular operations in the markets of six regional countries, namely Thailand, Malaysia, Laos, Brunei, the Philippines, and Cambodia, with Thailand as its starting point.

As one of the earliest Chinese automakers to enter the Southeast Asian NEV market, Great Wall Motor has continuously introduced multiple NEV models in Southeast Asia in recent years to seize market share. For example, its NEV models such as the Haval H6 HEV, Haval JOLION HEV, Ora Good Cat, Ora Lightning Cat, Tank 300 HEV, and Tank 500 HEV have also been launched in Southeast Asia.

The reason for Great Wall Motor's firm foothold in Southeast Asia lies in its early establishment of its own automotive factory in Thailand, which has enabled it to enjoy policy subsidies and create cost advantages.

SAIC Group

SAIC Group had previously established a factory in Thailand and continuously expanded its layout in the local new energy automotive industry. On April 30, 2023, SAIC announced the construction of a new energy vehicle industrial park in Thailand to further strengthen its production and manufacturing capabilities in the country and enhance its competitiveness in the Southeast Asian market. Its products have also secured a certain share in the local market.

The group has collaborated with Thailand's Charoen Pokphand Group to invest in and construct a new energy industrial park in the Eastern Economic Corridor of Chonburi Province, Thailand, encompassing a battery factory and an EV component production line, contributing to Thailand's green and low-carbon transformation. In addition, SAIC's cooperation with General Motors in Indonesia has also made positive progress this year, with the joint establishment of a Wuling factory to produce small cars, further consolidating SAIC's market position in Southeast Asia.

SAIC Group has a long-standing layout in the ASEAN market. Its market coverage includes Thailand, Myanmar, Vietnam, and other places. In the densely populated Indonesian market, SAIC has continued to increase its investment, solidifying its development foundation.

Neta Auto

As early as 2020, Neta Auto began planning its overseas market layout, becoming the first Chinese new electric vehicle automaker to design right-hand drive car models tailored to the needs of the Southeast Asian market. In recent years, it has made continuous efforts and achieved remarkable results.

Starting from November 2023, Neta's first overseas factory, the Thailand Eco-Smart Factory, commenced production and achieved large-scale mass production in March 2024, with an expected annual production capacity of 20,000 units. This factory serves as an important manufacturing base for Neta's right-hand drive EVs and for exports to ASEAN countries. Subsequently, in May 2024, Neta's Indonesia CKD factory also commenced localized mass production and intends to use locally sourced batteries in Indonesia to increase the adoption of local parts. It is understood that Neta's Indonesia factory is expected to have an annual production capacity of 30,000 units.

Neta Auto's performance in the Southeast Asian market has been relatively low-key but steadily expanding. Particularly in Thailand, Neta Auto has demonstrated strong market performance. At the 2024 Thailand International Auto Show, Neta Auto secured over 2,000 orders, with the NETA X series standing out, ranking first in Thailand's pure electric SUV registration volume for two consecutive months and successfully capturing approximately 22% of Thailand's new energy vehicle market share.

Recently, Chinese new energy vehicle manufacturer Neta Auto (NETA Auto) announced its upcoming entry into the Cambodian EV market. As part of its global expansion strategy, Neta Auto expects to open a store in Phnom Penh this year.

From the Southeast Asian layouts and achievements of the aforementioned four leading automotive enterprises, it is evident that Southeast Asia has become a golden springboard for automakers to achieve success beyond their home markets, primarily due to the immense development potential of the automotive market in the region.

Additionally, consumers in Southeast Asian countries have shown a high level of acceptance towards new energy vehicles (NEVs), boosting the confidence of many automakers in exploring the local markets. Taking Thailand as an example, the acceptance rate of NEVs among consumers has reached 50%, providing a solid foundation for the market promotion of Chinese automotive brands. As consumers' awareness of environmental protection and energy conservation grows, the demand for NEVs in the Southeast Asian market is expected to increase further.

In this context, the 2025 SMM 2nd Southeast Asia Automotive Supply Chain Conference will be held in Bangkok, sincerely inviting industry elites to jointly explore the value-added opportunities and challenges faced by Chinese automotive parts enterprises and the entire automotive industry chain in Southeast Asia, and working together to promote the prosperity and development of the automotive industry in Southeast Asia and beyond.

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