On August 13, the US White House released the report "The Great Transshipment Scam (Large-Scale Transshipment Scam)", placing Thailand on the Level 2 Risk Nation list, compounded by Thailand's continued ramp-up of tire market enforcement.

The gray path previously prevalent among some domestic tire traders and small-to-medium enterprises to evade US tariffs via "Thailand Transshipment Origin Laundering" has officially been declared invalid, sounding a compliance alarm for the entire tire export industry.

Thailand-origin gray transshipment has been officially classified

For a long time, suppressed by the high US dual anti-dumping tariffs on Chinese tires, domestic direct tire exports to the US have been costly. Some market players chose two completely different export routes: leading enterprises invested heavily in physical factories in Thailand, completing the full tire manufacturing process of rubber mixing, calendering, and vulcanization, obtaining a legal "Made in Thailand" status.

While another group of traders and small enterprises shipped finished domestic tires to Thailand, only changing packaging, tampering with sidewall labels, simple warehousing and assembly, and forging certificates of origin, exporting to the US under the name of Thai products to circumvent high tariffs, becoming a public gray operation in the industry.

US AI Full-Chain Strict Inspection

The American report this time directly classified such false transshipment as a systemic abuse of international trade rules. After Thailand was listed as a Level 2 Risk nation, US Customs upgraded inspection of tires exported from Thailand to the US from random sampling to normalized in-depth traceability verification.

The newly launched Detective Border AI inspection system is no longer limited to auditing paper customs declaration documents. It can cross-reference freight trajectories, corporate equity, and cargo characteristics, locking in high-risk containers before cargo arrives at the port.

More critically, the scope of accountability has expanded. Source factories, traders, overseas warehousing and processing parties, freight forwarders, and all subjects in the supply chain must bear compliance responsibilities, no longer just penalizing declaration enterprises.

Thailand Strict Crackdown on Tire Origin Fraud

Not only is there US pressure, local Thai regulations are also tightening simultaneously.

On August 20, a special investigation team from the Thai Ministry of Industry raided tire warehouses in Nonthaburi Province, seizing 408 defective tires. The case value was nearly 2.5 million Baht. Many tires lacked certification labels, and labels were manually tampered with. The involved brands have not yet been disclosed publicly.

Thai officials clarified that they will strictly check tire sources from both import and manufacturing ends. Violating entities face fines up to 500,000 Baht, 6 months imprisonment per Sina Finance.

At the institutional level, the Trade Department of the Thai Ministry of Commerce (DFT) completed the upgrade of rules of origin. All certificates of origin have been migrated to the e‑Service digital platform for online processing, divided into two major categories: General Certificate of Origin, Preferential Certificate of Origin.

To obtain genuine and valid "Made in Thailand" qualifications, tire products must meet one of five major conditions: Completely originated, substantive change in tariff classification, Regional Value Content (RVC) meets standards, meets tire category specific standards, adapts to differentiated requirements of the export destination country. Simply changing cardboard boxes or pasting labels cannot meet substantive processing standards, and legal origin status cannot be obtained. Enterprises using false certificates will face risks of cargo seizure and heavy fines.

Export Capacity Structure Accelerates Differentiation

The tightening of dual regulation by the US and Thailand will have a disruptive impact on the domestic tire export landscape. The industry formally welcomes compliance-driven reshuffling, with the differentiation between good and bad further exacerbating. This is mainly reflected in three dimensions:

First, the gray transshipment model has reached its end. Traders relying on warehousing and origin laundering arbitrage find their survival space sealed shut. For subsequent exports to the US, paper documents can no longer guarantee customs clearance. AI penetrative checks will trace the entire supply chain source of goods. Relying on luck makes it highly likely to face serious consequences such as cargo seizure, repayment of huge tariffs, and companies being placed on the US blacklist.

Second, distinguish "true factory construction" from "fake processing", further highlighting the value of overseas physical production capacity. Chinese tire factories that truly complete the full tire production process in Thailand, meeting hard standards for origin such as local value addition and tariff classification change, are not impacted by this rectification. Meanwhile, pseudo-overseas projects that only build warehouses without core production processes, merely relabeling and repackaging, will continue to face dual inspection pressure from both the US and Thailand.

Third, industry compliance costs rise, increasing pressure on small and medium foreign trade tire enterprises. Enterprises need to fully retain material procurement, production process, and cost accounting ledgers to respond to customs traceability verification at any time. Certificates of origin must be applied for through the Thai official system, eliminating third-party false certificates. In the future, tire exports will not just compete on price, but on supply chain compliance capabilities.

Core Points for Enterprise Compliance Export

CheYuanCheChe reminds, facing the new situation of current industry regulation, combining the latest rules of the US and Thai parties, tire foreign trade enterprises need to comprehensively adjust their export models, strictly adhere to compliance bottom lines. Core practical points are as follows:

1. Completely abandon the arbitrage thinking of origin laundering. The US AI inspection system can penetrate logistics, equity, and capital flow to identify false transshipment. The risk has been transmitted to the entire chain;  

2. For Thai tires exported to the US, corresponding HS codes need to be verified, clarifying the applicable Tariff Change (CTC) or Regional Value Content (RVC) standards, fully retaining complete production, procurement, and cost archives;

 3. All certificates of origin must be applied for through the Thai DFT official e‑Service platform. Reject non-formal false certificates of origin circulating on the market;  

4. Even if local Thai origin rules are met, they must also adapt to the strict verification standards the US imposes on Level 2 Risk Nations. Be prepared to face on-site verification in advance.

13 Ogos, Ruang Putih Amerika melancarkan laporan 'The Great Transshipment Scam (Skandal Penghantaran Besar-besaran)', memasukkan Thailand ke dalam senarai negara berisiko peringkat kedua, disusuli dengan penguatkuasaan pasaran tayar yang semakin ketat di tanah air Thailand.

Pada masa lalu, laluan kelabu 'Thailand transit pencucian asal' yang sering digunakan oleh beberapa pedagang tayar domestik dan pengilang kecil dan sederhana untuk mengelakkan cukai Amerika Syarikat, secara rasmi telah dinyatakan tidak sah, memberikan amaran kepada seluruh industri eksport tayar supaya mematuhi peraturan.

Penghantaran kelabu asal Thailand telah ditetapkan secara rasmi

Selama tempoh yang lama, didorong oleh tarif anti-dumping dan anti-subsidi tayar Amerika Syarikat yang tinggi terhadap China, kos eksport langsung tayar domestik ke Amerika Syarikat adalah tinggi. Sebahagian entiti pasaran memilih dua laluan eksport yang berbeza: syarikat utama berpelaburan besar di kilang fizikal Thailand, menyelesaikan keseluruhan proses pembuatan tayar termasuk pencampuran getah, penekanan, dan vulkanisasi, untuk mendapatkan status 'Dibuat di Thailand' yang sah.

Sedangkan sebahagian pedagang dan pengilang kecil lain, menghantar tayar siap sedia dari dalam negara ke Thailand, hanya menukar pembungkusan, mengubah suka label sisi tayar, pemasangan mudah di gudang, dan memalsukan sijil negara asal, dieksport ke Amerika Syarikat atas nama hasil Thailand, untuk mengelak tarif tinggi, menjadi operasi kelabu yang terbuka dalam industri.

Pemeriksaan Ketat Rantai Penuh AI Amerika

Pihak Amerika dalam laporan ini secara langsung mengklasifikasikan penghantaran palsu jenis ini sebagai penyalahgunaan sistemik peraturan perdagangan antarabangsa. Selepas Thailand disenaraikan berisiko peringkat kedua, Pejabat Kastam Amerika terhadap tayar Thailand yang dieksport ke Amerika, telah dinaik taraf dari pemeriksaan rawak kepada pemeriksaan sumber mendalam secara berterusan.

Sistem pemeriksaan Detective Border AI yang baru dilancarkan tidak lagi terhad kepada semakan dokumen kastam bertulis, boleh membanding silang laluan pengangkutan, ekuiti syarikat, dan ciri-ciri barang, kotak berisiko tinggi boleh dikunci sebelum barang tiba di pelabuhan.

Lebih penting, skop tanggungjawab diperluaskan. Kilang sumber, pedagang, pihak pemprosesan gudang luar negara, agen perkapalan, dan subjek keseluruhan rantai bekalan, semuanya perlu memikul tanggungjawab kepatuhan, tidak lagi hanya mendenda syarikat kastam.

Thailand Periksa Ketat Pemalsuan Asal Tayar

Bukan sahaja tekanan Amerika, pengawasan tanah air Thailand juga semakin ketat secara serentak.

20 Ogos, Kementerian Perindustrian Thailand, pasukan penyiasat khas melakukan serangan mengejut ke gudang tayar di Wilayah Nonthaburi, menangkap 408 tayar bermasalah, nilai kes hampir 2.5 juta Baht Thailand, banyak tayar hilang label pensijilan, label diubah suka secara sengaja, jenama yang terlibat belum diumumkan kepada umum.

Kerajaan Thailand jelas, akan memeriksa sumber tayar dari dua hala, import dan pembuatan secara ketat. Subjek melanggar boleh dihukum maksimum 500,000 Baht Thailand, 6 bulan penjara Kewangan Sina.

Dari segi sistem, Jabatan Perdagangan Luar Negeri, Kementerian Perniagaan Thailand DFT telah menyelesaikan pengupgradean peraturan negara asal. Semua sijil negara asal dipindahkan ke platform digital e‑Service untuk urusan atas talian, dikategorikan kepada Sijil Negara Asal Biasa, Sijil Negara Asal Preferens sebagai dua kategori utama.

Untuk mendapatkan kualiti 'Dibuat di Thailand' yang benar dan sah, produk tayar mesti memenuhi satu daripada lima syarat utama: sepenuhnya asal, pengelasan tariff mengalami perubahan substantif, komponen nilai wilayah RVC mematuhi piawaian, memenuhi piawaian khas kategori tayar, menyesuaikan keperluan pembezaan negara tujuan eksport. Hanya menukar kotak karton, melekatkan label, tidak dapat memenuhi piawaian pemprosesan substantif, tidak dapat memperoleh kelayakan asal yang sah, syarikat yang menggunakan sijil palsu akan berhadapan dengan risiko penyitaan barang dan denda tinggi.

Struktur Kapasiti Eksport Mempercepat Pembahagian

Pengawalan ganda Amerika-Thailand semakin ketat, akan memberi kesan membalikkan kepada struktur eksport tayar domestik. Industri secara rasmi menghadapi penyusunan semula kepatuhan, perbezaan baik dan buruk semakin meningkat, terutamanya kelihatan dalam tiga dimensi:

Pertama, model transit kelabu telah sampai ke penghujung. Ruang hidup pedagang yang bergantung pada gudang, menukar label dan pencucian asal untuk untung telah ditutup. Eksport seterusnya ke Amerika, dokumen kertas sudah tidak dapat menjamin kelulusan kastam. Pemeriksaan menembusi AI akan menelusuri sumber keseluruhan rantai barang. Dengan pemikiran keberuntungan, barang mudah disekat, bayar semula cukai besar, syarikat disenaraikan dalam senarai hitam Amerika, akibat serius.

Kedua, bezakan 'membina kilang sebenar' dan 'pemprosesan palsu', nilai kapasiti fizikal luar negara semakin ketara. Kilang tayar pelaburan China yang benar-benar menyelesaikan proses pengeluaran tayar lengkap di Thailand, memenuhi piawaian keras negara asal seperti penambahan nilai tempatan, perubahan tariff, dll., tidak terjejas oleh pembersihan ini. Manakala projek luar negara palsu yang hanya membina gudang, tiada proses pengeluaran teras, hanya menukar label dan pembungkusan, akan terus menghadapi tekanan pemeriksaan ganda dari Amerika dan Thailand.

Ketiga, kos kepatuhan industri meningkat, tekanan ke atas syarikat tayar eksport kecil dan sederhana semakin teruk. Syarikat perlu menyimpan lengkap rakaman pembelian bahan, proses pengeluaran, pengiraan kos, menghadapi pemeriksaan sumber kastam yang datang pada bila-bila masa. Sijil negara asal mesti diajukan melalui sistem rasmi Thailand, menghapuskan sijil palsu pihak ketiga. Di masa depan, persaingan eksport tayar bukan sahaja harga, malah keupayaan kepatuhan rantai bekalan.

Teras Utama Eksport Ke Patuhan Syarikat

Jejak Kereta mengingatkan, menyasarkan situasi pengawasan industri semasa, menggabungkan peraturan terkini dari kedua-dua Amerika dan Thailand. Syarikat tayar perdagangan luar negeri perlu melaraskan semula model eksport secara menyeluruh, mematuhi garis dasar kepatuhan dengan ketat. Teras praktikal berikut:

1. Buang sepenuhnya idea untung dari pencucian negara asal. Sistem pemeriksaan AI Amerika boleh menembusi logistik, ekuiti, aliran kewangan untuk mengenal pasti penghantaran palsu. Risiko telah mengalir ke keseluruhan rantai;

2. Tayar buatan Thailand yang dieksport ke Amerika, perlu menyemak kod HS yang berkaitan, tetapkan piawaian perubahan tariff CTC atau komponen nilai wilayah RVC yang berkaitan, simpan lengkap keseluruhan arkib pengeluaran, pembelian, kos;

 3. Semua sijil negara asal diajukan melalui platform e‑Service rasmi DFT Thailand, tolak sijil negara asal palsu yang tidak rasmi yang beredar di pasaran;

4. Walaupun memenuhi peraturan negara asal tempatan Thailand, juga mesti menyesuaikan piawaian pemeriksaan ketat Amerika terhadap negara risiko peringkat kedua, siapkan diri untuk menghadapi pemeriksaan tapak terlebih dahulu.

August 21st, Balong Technology Thailand Topseal Thailand Production Park held a grand opening ceremony. Local government officials, core industry partners, executives from Balong Technology, joint venture partners, and the joint venture company, as well as media representatives, attended together to witness an important milestone in Balong Technology's globalization strategy process, marking the official launch of the localized valve stem intelligent manufacturing platform for global supply.

The park is located in Wincost Industrial Park, Takham Subdistrict, Bang Pakong District, Chon Buri Province, Thailand, specializing in the production of automotive rubber valve stems and metal valve stems, with a planned annual capacity of 150 million valve stems, serving as a key cornerstone of Balong Technology's global layout. This project is not only the implementation of a modern production workshop but will also build a localized intelligent manufacturing platform facing the globe, integrating local R&D, manufacturing production, supply chain support, and customer service systems, to provide high-quality products and services for global customers with more efficient and faster response capabilities.

Against the backdrop of global supply chain restructuring, the opening and production of the Thailand factory is not only an extension of capacity but also a key strategic move by Balong Technology to practice the "Strengthening and Securing Chains" strategy and enhance the supply chain's risk resistance capability. The Thailand park will connect with Balong Technology's global production network to mitigate risks of single production sites, build a wider coverage and faster response high-resilience global supply chain, and bring stable and reliable supply guarantees for global customers. In the future, Topseal Thailand will continue to deepen operations, create long-term customer value with benchmark manufacturing capabilities, and assist Balong Technology in advancing steadily in the global automotive industry competition.

Pada 21 Ogos, Kawasan Pengeluaran Topseal Thailand Teknologi Balong Thailand mengadakan upacara perasmian yang megah. Pegawai kerajaan tempatan, rakan kongsi industri teras, eksekutif Teknologi Balong, pihak perkongsian dan eksekutif syarikat perkongsian, serta wakil media hadir bersama, menjadi saksi kepada penanda aras penting dalam proses strategik globalisasi Teknologi Balong, menandakan platform pembuatan pintar valve tayar yang dipelopori tempatan untuk bekalan global secara rasmi dilancarkan.

Kawasan ini terletak di Taman Industri Temco, Mukim Tha Kham, Daerah Bang Pakong, Wilayah Chonburi, Thailand. Ia memfokuskan pengeluaran valve tayar getah kenderaan dan valve tayar logam, dengan kapasiti perancangan tahunan 150 juta unit valve tayar, merupakan titik sokongan penting dalam pelan strategik globalisasi Teknologi Balong. Projek ini bukan sekadar laksana bangunan pengeluaran moden, malah akan membina platform pembuatan pintar yang dipelopori tempatan untuk kegunaan global, menggabungkan penyelidikan dan pembangunan tempatan, pengeluaran, sokongan rantaian bekalan dan sistem perkhidmatan pelanggan, dengan keupayaan tindak balas yang lebih cekap dan pantas, menyediakan produk dan perkhidmatan cemerlang kepada pelanggan di seluruh dunia.

Dalam latar belakang pembinaan semula rantaian bekalan industri global, perasmian dan pengeluaran kilang Thailand bukan sahaja merupakan perluasan kapasiti, malah merupakan langkah strategik penting Teknologi Balong melaksanakan strategi "memantapkan rantaian" dan memperkukuhkan keupayaan rantaian bekalan menghadapi risiko. Kawasan Thailand akan berhubung dengan rangkaian pengeluaran global Teknologi Balong, mengurangkan risiko bergantung kepada satu lokasi sumber, membangun rantaian bekalan global yang tinggi ketahanannya dengan liputan lebih luas dan tindak balas lebih pantas, membawa jaminan bekalan yang stabil dan boleh dipercayai kepada pelanggan global. Pada masa hadapan, Topseal Thailand akan terus mengasah, mencipta nilai pelanggan jangka panjang dengan kekuatan pembuatan yang menjadi piawaian, membantu Teknologi Balong bergerak maju dengan mantap dalam persaingan industri automotif global.

On August 20, the Thai Ministry of Industry's special investigation team raided a tire warehouse in Nonthaburi Province, seizing 408 substandard tires with a case value of nearly 2.5 million Baht.

Among them, 314 tires lacked standard certification labels, and 94 had tampered label information. Although Thai authorities have seized all involved tires, they have not released the specific brands involved, leaving the brand a mystery. Thai authorities clearly stated that the next step will be to strictly investigate the sources of tires from both import and manufacturing angles, with violators of illegal sales facing a maximum fine of 500,000 Baht and up to 6 months in prison.

This raid was not an isolated incident, but a continuation of Thailand's continuous rectification of problematic tires in recent years. In 2025, Thai police seized about 74,500 tires suspected of illegal processing in Rayong Province. Some products had grinding marks on the sidewalls, and brand names and production dates were artificially removed. Related cases implicated some Chinese tire brands, causing negative impact locally. In April of the same year, foreign media disclosed that a Chinese-funded tire manufacturer was suspected of smuggling defective tires into Thailand. After illegal modification and relabeling, they were sold as new tires, even with "Made in Thailand" labels intended for export to third countries. The Thai Ministry of Industry attached great importance to this and expressed concern that such behavior could damage the global reputation of "Made in Thailand".

On the manufacturing end, the Thai factory of Chinese-funded enterprise Pullman Hsin (01809.HK) also went through a "Compliance Controversy". In August 2025, the Industrial Estate Authority of Thailand (IEAT) was reported by media to order the "permanent closure" of the factory, accusing it of systematic violations such as illegal production without TIS certification, tearing off tire production dates, and illegal disposal of over 65 tons of hazardous industrial waste. However, Pullman Hsin stated in its announcement that it only received a "temporary production stop notice", attributing the issue to violations in carbon black packaging bag disposal and pending acceptance of emissions from expanded production lines. After rectification and a 28-day "observation period", the factory announced a temporary production stop again on September 5. The severe accusations in the official report contrasted sharply with the light-handed tone of the corporate announcement, making the truth of the event murky.

The regulatory storm in Thailand targeting the tire industry reflects the complex compliance environment faced by Chinese enterprises going global. In this industry reshuffle, the camp of Chinese-funded enterprises presents "starkly contrasting situations". Enterprises involved, represented by Pullman Hsin, are facing a major test of survival, with production resumption schedules and brand reputations facing uncertainty; while enterprises such as Zhongce Rubber, Linglong Tire, and Sentinel that strictly comply with local regulations continue to surge ahead in the Thai and global markets.

Industry insiders pointed out that with stricter global ESG standards, the tolerance of host countries for environmental protection, quality, and certification has dropped to freezing point. The "cost advantage" and "policy benefits" that Chinese tire enterprises once relied on are being replaced by high "compliance costs". Transforming from "unbridled expansion" to "compliant operation" and internalizing compliance into corporate genes has become a threshold that must be crossed in the process of globalization of Chinese manufacturing.

Pada 20 Ogos, pasukan penyiasat khas Kementerian Perindustrian Thailand melakukan serbuan ke atas sebuah gudang tayar di Wilayah Nonthaburi, menahan 408 tayar yang tidak memenuhi piawaian, nilai kes hampir 2.5 juta Baht Thailand.

Di antara itu, 314 tayar tidak mempunyai label pengesahan piawai, manakala 94 biji labelnya telah diubah. Walaupun pihak Thailand telah menyita semua tayar yang terlibat dalam kes ini, mereka tidak mengumumkan jenama spesifik yang terlibat, menjadikan jenama tersebut menjadi misteri. Pihak Thailand menegaskan dengan jelas, langkah seterusnya akan mengesah sumber tayar dari hulu import dan pengeluaran dengan lebih ketat, pihak yang menjual secara tidak menepati peraturan akan menghadapi denda maksimum 500,000 Baht Thailand dan penjara 6 bulan.

Serbuan kali ini bukanlah kejadian yang terasing, tetapi kesinambungan penindakan berterusan Thailand terhadap tayar bermasalah dalam beberapa tahun kebelakangan ini. Pada 2025, polis Thailand pernah menangkap kira-kira 74,500 tayar yang disyaki diproses secara haram di Wilayah Rayong, di mana sebahagian produk mempunyai jejas penggilasan pada dinding sisi tayar, nama jenama dan tarikh pengeluaran telah dibuang secara sengaja. Kes berkaitan menjejaki sebahagian jenama tayar China, mencetuskan kesan buruk di tempat tersebut. Pada April tahun yang sama, sebuah media asing mendedahkan, sebuah pengeluar tayar berpangkalan di China disyaki menyeludup tayar bercacat ke Thailand, selepas modifikasi haram dan penandaan semula mereka dijual sebagai tayar baharu, malah dilekatkan label 'Dibuat di Thailand' bertujuan untuk mengeksport ke negara ketiga. Kementerian Perindustrian Thailand mengambil perhatian berat terhadap hal ini, bimbang tingkah laku seperti ini merosakkan reputasi global 'Dibuat di Thailand'.

Di hulu pengeluaran, kilang Thailand syarikat berpangkalan di China Pulin Chenshan (01809.HK) juga mengalami satu "dilema pematuhan". Pada Ogos 2025, Pentadbir Taman Perindustrian Thailand (IEAT) didedahkan oleh media yang menyuruh "menutup kekal" kilang tersebut, menuduh ia wujud pemprosesan haram tanpa pengesahan TIS, memadamkan tarikh pengeluaran tayar, meluluskan lebih 65 tan sisa industri berbahaya tidak mengikut peraturan dan pelanggaran sistemik lain. Namun, dalam pengumuman, Pulin Chenshan menyatakan hanya menerima "notis henti operasi sementara", dan menyalahkan masalah tersebut kepada pelanggaran pemprosesan beg pembungkusan karbon hitam dan pelepasan laluan pengeluaran yang menunggu penerimaan. Selepas pembetulan dan tempoh "pemerhatian" selama 28 hari, kilang itu sekali lagi mengumumkan henti operasi sementara pada 5 September. Tuduhan ketat dalam laporan rasmi dan penjelasan yang direndahkan dalam pengumuman syarikat membentuk perbezaan yang besar, menjadikan fakta sebenar kes tersebut kabur.

Badai penguatkuasaan Thailand ke atas industri tayar, mencerminkan persekitaran pematuhan yang kompleks yang dihadapi oleh syarikat China yang meluas ke luar. Dalam penyusunan semula industri kali ini, kumpulan syarikat China menunjukkan dua keadaan yang sangat bertentangan. Syarikat terlibat yang diwakili oleh Pulin Chenshan sedang menghadapi ujian besar kelangsungan hidup, jadual pengeluaran semula dan reputasi jenama menghadapi ketidakpastian; manakala syarikat seperti Zhongce Rubber, Linglong Tyre, dan Senqilin yang mematuhi ketat peraturan tempatan, terus maju pesat di pasaran Thailand dan global.

Pakar industri menyatakan, seiring piawaian ESG global semakin ketat, toleransi negara tuan rumah terhadap alam sekitar, kualiti dan pengesahan telah jatuh ke titik beku. "Kelebihan kos" dan "dividen dasar" yang pernah diandalkan oleh syarikat tayar China kini sedang digantikan oleh "kos pematuhan" yang tinggi. Transformasi dari "pertumbuhan liar" ke "operasi mematuhi peraturan", memasukkan pematuhan ke dalam gen syarikat, telah menjadi halangan yang mesti diseberangi dalam proses globalisasi pembuatan China.

A lively and cute all-electric small car is becoming popular from China to Thailand. In the Chinese market, the CHERY Q new car pre-order received over 20,000 orders in just 2 hours, and orders in the first month after launch broke 56,000 units, showing amazing explosive power.

Now this trend crosses borders and received very good market feedback in Thailand as well: Since pre-orders started at the Bangkok International Motor Show on March 24, orders broke 1,000 units in just ten days; as of June 24 when it officially launched, cumulative orders have forcefully broken 3,000 units.

To live up to high expectations, on July 13, the first batch of over 2,000 CHERY Q units was officially shipped to Thailand from China. All vehicles will first undergo a strict Pre-Delivery Inspection (PDI) process upon arrival, and then be delivered to customers sequentially according to the booking order.

"Four Excellent" Advantages Captivate Thai Local Users

CHERY Q's ability to quickly capture the Thai younger generation is inseparable from its four core advantages of "Good Looking, Big, Good Driving, and Fun". Good Looking - Rounded design aesthetics, with smooth and timeless lines that capture hearts at first sight, combined with telescopic volume design, small and agile yet full of vibrancy.

Big - Although the body is small, the interior is surprisingly spacious, with a 2700mm ultra-long wheelbase bringing the largest in-class interior space comparable to B-segment cars, allowing for comfortable driving and riding. Good to Drive - A 50:50 golden axle load ratio endows agile and precise handling experience, and the APA automatic parking function makes parking effortless. Fun - Intelligent infotainment interaction is smooth and thoughtful, and the interior reserves personalized threaded interfaces, allowing free expansion of diverse accessories, turning the car into a mobile space to express oneself. Pushing "Fun" to the extreme is the highly sought-after Q Talk function.

Q Talk Inquiry Rate Reaches 88%, An "Socializing" Electric Car

According to statistics, the sales point inquiry rate for the Q Talk function at the terminal reaches 88%, and the inquiry rate for the electric front trunk also reaches 76%, known as two major eye-catching tools.

The charm of Q Talk lies in turning the car into a true "social tool". During daily travel, if encountering a motorcycle or vehicle ahead that needs yielding, the driver does not need to roll down the window, just press the button lightly, and a polite and clear prompt will be transmitted outside the car; passing through a small alley and seeing children playing, a warm reminder instantly fills with safety. Even more surprisingly, Q Talk supports voice modulation and external shouting - either humorous and quirky, or warm reminders, easily becoming the focus of street attention, perfectly matching the Thai young people's lifestyle attitude of being willing to express and love to share.

Co-creation by All, Local Inspiration Fully Blooms

The popularity of CHERY Q extends beyond sales figures to the realm of cultural co-creation. Recently, Chery Thailand launched the "All-People IP Design Contest", inviting Thai local designers and enthusiasts to create personalized IP characters and merchandise for CHERY Q. Currently, a large number of submissions full of local charm and imagination have been received.

At the same time, dealer road show activities are continuously expanding across Thailand, allowing more and more consumers to touch, test drive, and personally experience the wonderful interaction of Q Talk at zero distance, spreading the trendy spirit of "So Cute So You" to every street and alley.

Rooted in Thailand, Practicing "In Somewhere, For Somewhere, Be Somewhere"

"The first batch of CHERY Q shipped from China will be delivered into the hands of users, this is another important step we have taken in the Thai market. Behind the orders exceeding 3,000 is the valuable trust of Thai users in the Chery brand." Jim Lee, Brand Executive Director of Chery Thailand, said, "We have established a mature dealer network, service centers, and after-sales service teams, going all out to bring an electrifying travel experience beyond expectations to every Thai user."

The hotness of CHERY Q in Thailand is not only a victory of product power but also a resonance of brand, culture, and user emotions. It accurately echoes the marketing slogan "So Cute So You" in the Thai market, and more authentically interprets the deep core of Chery's globalization strategy - In Somewhere, For Somewhere, Be Somewhere. With Thailand as an important localization base, Chery is integrating into this land of smiles in all dimensions, from product definition to user co-creation, from service details to lifestyle. In the future, Chery will continue to center on Thai users, bringing more innovative, reliable, and fun electric vehicles, truly becoming a "brand belonging here" in the hearts of Thai consumers.

Sebuah kereta elektrik penuh yang lincah dan comel, sedang menjadi panas dari China ke Thailand. Di pasaran China, CHERY Q kereta baru pra-tempahan hanya 2 jam telah meraih lebih 20,000 tempahan, tempahan bulan pertama pelancaran pula menembusi 56,000 unit, menunjukkan tenaga letupan yang memukau.

Kini gelombang ini merentas sempadan negara, mendapat maklum balas pasaran yang sangat baik di Thailand juga: Bermula pra-tempahan pada 24 Mac di Pameran Kereta Antarabangsa Bangkok, dalam tempoh sepuluh hari tempahan telah menembusi 1,000 unit; sehingga 24 Jun pelancaran rasmi, jumlah tempahan terkumpul telah menembusi 3,000 unit.

Untuk tidak mengecewakan harapan, pada 13 Julai, lebih 2,000 unit CHERY Q pertama telah dihantar rasmi dari China ke Thailand. Semua kenderaan selepas tiba akan melalui pemeriksaan kualiti sebelum penghantaran (PDI) yang ketat, kemudian dihantar ke pelanggan mengikut urutan tempahan.

Kelebihan 'Empat Baik' Merampas Pengguna Tempatan Thailand

CHERY Q dengan cepat memikat generasi muda Thailand tidak lepas daripada empat kelebihan terasnya 'Cantik, Besar, Mudah, Seronok'. Cantik — Estetika reka bentuk geometri, dengan garisan bulat lancar dan tahan lama yang memikat hati pada pandangan pertama, digabungkan dengan reka bentuk volum yang boleh laras, kecil lincah namun penuh dengan daya tarikan.

Besar — Walaupun badan kereta kecil, dalaman luas, paksi 2700mm yang sangat panjang membawa ruang dalaman saiz kelas maksimum yang setara dengan kereta kelas B, membolehkan penumpang selesa. Mudah — nisbah beban gandar emas 50:50 memberikan pengalaman pengawalan yang lincah dan tepat, fungsi parking automatik APA menjadikan parkir mudah. Seronok — interaksi pintar kereta lancar dan mesra, dalaman menyediakan sambungan benang peribadi, boleh meluas pelbagai aksesori dengan bebas, menjadikan kereta tersayang ruang bergerak untuk ekspresi. Yang membawa 'Seronok' ke puncak ialah Q Talk yang digemari.

Kadar Pertanyaan Q Talk Tinggi 88%, Kereta Elektrik 'Bisa Berkomunikasi'

Berdasarkan statistik, kadar soalan mengenai fungsi Q Talk di titik akhir adalah setinggi 88%, kadar soalan mengenai kompartmen hadapan elektrik juga mencapai 76%, dikira sebagai dua alat pemikat perhatian hebat.

Pesona Q Talk terletak pada menjadikan kereta menjadi 'alat sosial' sejati. Dalam perjalanan harian, jika perlu memberi laluan kepada motosikal atau kenderaan hadapan, pemandu tidak perlu menurunkan tingkap, hanya tekan butang, amaran sopan jelas akan keluar ke luar; melalui lorong kecil melihat kanak-kanak bermain, satu pengingat hangat serta-merta rasa selamat. Lebih mengejutkan, Q Talk menyokong ubah suara dan pengumuman luar—atau jenaka lucu, atau pengingat mesra, dengan mudah jadi fokus pandangan di jalan, menyempurnakan sikap hidup muda Thailand yang suka ungkap dan kongsi.

Kerjasama Rakyat, Inspirasi Tempatan Terbit Sepenuhnya

Populariti CHERY Q tidak hanya pada nombor jualan, malah ke bidang kerjasama budaya. Baru-baru, Chery Thailand pancing 'Pertandingan Reka Bentuk IP Rakyat', undang pereka dan peminat tempatan Thailand untuk cipta imej IP peribadi dan karya periferal CHERY Q, hingga kini terima banyak hantaran penuh ciri tempatan dan idea kreatif.

Pada masa sama, aktiviti Road Show pengedar sedang berjalan di seluruh Thailand, membolehkan semakin ramai pengguna sentuh, uji dan dengar sendiri interaksi ajaib Q Talk, bawa semangat 'So Cute So You' ke setiap lorong.

Akar Di Thailand, Laksanakan 'In Somewhere, For Somewhere, Be Somewhere'

'Unit CHERY Q pertama dari China dihantar, akan diserahkan kepada pengguna, ini langkah penting seterusnya kami ambil di pasaran Thailand. Di sebalik lebih 3,000 tempahan, kepercayaan berharga pengguna Thailand terhadap jenama Chery.' Jim Lee, Pengarah Pelaksanaan Jenama Chery Thailand berkata, 'Kami telah bina rangkaian pengedaran matang, pusat servis dan pasukan penyelenggaraan, usaha penuh untuk bawa pengalaman pengangkutan elektrik melebihi jangkaan kepada setiap pengguna Thailand.'

Populariti CHERY Q di Thailand bukan sekadar kemenangan produk, malah resonansi jenama, budaya dan emosi pengguna. Ia tepat menyahut slogan komunikasi 'So Cute So You' di pasaran Thailand, benar-benar peragakan teras strategi globalisasi Chery — In Somewhere, For Somewhere, Be Somewhere. Dengan Thailand sebagai tempat lokalisasi penting, Chery dari definisi produk ke kerjasama pengguna, dari perincian servis ke gaya hidup, seluruh dimensi gabung tanah senyuman ini. Masa depan, Chery akan terus pusat pada pengguna Thailand, bawa lebih banyak model kereta elektrik inovatif, boleh dipercayai dan penuh keseronokan, benar-benar jadi jenama 'milik di sini' dalam hati pengguna Thailand.

In recent years, an increasing number of Chinese car brands have entered Thailand to set up factories, driving the rapid growth of the local electric vehicle (EV) market. However, as Chinese brands continue to expand investment, Thailand's automotive industry is now proposing new demands, hoping the government will further increase the "local content rate (Local Content)" of electric vehicles, requiring factories to adopt more locally produced parts in Thailand to ensure the local supply chain can continue to develop.

According to Thai media reports, the Federation of Thai Industries (FTI) and the Thailand Automotive Industry Association (TAIA) recently jointly urged the government to formulate more complete local parts policies in the future, encouraging or even requiring electric vehicle manufacturers to prioritize components produced by local suppliers when manufacturing in Thailand, rather than relying heavily on imports.

Currently, including Chinese brands such as BYD, Great Wall, MG, AION, and Changan, have already set up production bases in Thailand, and some models have even started CKD assembly locally. However, industry observers point out that many key parts are still imported from China, making it difficult for traditional Thai auto parts suppliers to truly benefit.

FTI Chairman Suwat Supakandechakul stated that Thailand already has the capability to produce many auto parts, including car seats, wiring harnesses (Wiring Harness), windshields, and other products, and local suppliers are fully capable of meeting factory needs. If these parts can be prioritized for Thailand manufacturing, it not only reduces overall production costs but also allows the local parts industry to gain greater development space.

In addition, he also suggested that the government could provide tax incentives (Tax Deduction) and other reward measures for factories with a higher proportion of local parts used, further encouraging factories to increase their localization rate, and even hoped that in the future, even high-value parts like chassis (Chassis) could be gradually realized for local production.

Besides supporting the local supply chain, Thailand's automotive industry also worries about the continuous changes in the international trade environment. Industry observers point out that the US has continued to strengthen inspections on "transshipment (Transshipment)" in recent years. If products exported to the US have most parts still from China and only assembled in Thailand, they may face stricter tariff inspections in the future, even affecting export competitiveness.

Therefore, increasing the proportion of local parts usage can not only strengthen Thailand's automotive industry competitiveness but also help reduce future international trade risks. On the other hand, the Thailand Automotive Industry Association (TAIA) also submitted several suggestions to the government, including adjusting the consumption tax policy for imported electric vehicles (CBU) to protect the local manufacturing industry.

At the same time, the association also suggested that the government could provide individual income tax incentives for consumers who purchase Thai-assembled cars, encouraging more consumers to choose locally produced models. In addition, government departments should also prioritize Thai-assembled electric vehicles when procuring official vehicles in the future to further drive market demand.

In fact, Chinese brands have invested heavily in Thailand in recent years, not only driving the location to become one of the most important EV production bases in Southeast Asia but also attracting a large number of related industries to move in. However, for the Thai government and local industries, the true goal is not merely to attract factory setup, but to hope these investments can further drive local supply chain growth, benefiting more Thai parts factories, component suppliers, and related employment opportunities.

If the government formally promotes stricter localization policies in the future, Chinese brands will inevitably need to further expand cooperation with local Thai suppliers and increase the proportion of parts procurement, which may become an important direction for Thailand's EV industry development in the future.

It is worth noting that this policy currently still belongs to suggestions proposed by industry groups to the government, not formal regulations. However, with Thailand continuing to promote automotive industry upgrades, whether more clear localization standards will be formulated in the future will become the focus of major factory owners.

Dalam beberapa tahun kebelakangan ini, semakin banyak jenama kereta China yang melangkah ke Thailand untuk menubuhkan kilang, mendorong pertumbuhan pantas pasaran kenderaan elektrik (EV) setempat. Namun, seiring dengan jenama China yang terus memperluas pelaburan, industri automotif Thailand kini mula mengajukan tuntutan baru, berharap kerajaan dapat semakin meningkatkan kadar penggunaan komponen tempatan (Local Content) bagi kenderaan elektrik, meminta kilang kereta menggunakan lebih banyak komponen yang dihasilkan di Thailand, demi memastikan rantaian bekalan setempat dapat berkembang secara berterusan.

Menurut laporan media Thailand, Persekutuan Industri Thailand (Federation of Thai Industries, FTI) serta Persatuan Industri Automotif Thailand (TAIA) baru-baru ini bersama-sama menyeru kerajaan, pada masa hadapan perlu merangka dasar komponen tempatan yang lebih baik, menggalakkan malah meminta pengeluar kenderaan elektrik untuk memprioritaskan penggunaan komponen yang dihasilkan oleh pembekal tempatan ketika menghasilkan di Thailand, bukannya terlalu bergantung kepada import.

Sekarang, termasuk jenama China seperti BYD, Great Wall, MG, AION, Changan telah menubuhkan pangkalan pengeluaran di Thailand, beberapa model kereta malah telah mula melakukan pengumpulan CKD di lokasi tersebut. Namun, industri menyatakan, banyak komponen kritikal masih diimport dari China, menyebabkan pembekal komponen automotif tradisional di Thailand tidak benar-benar menerima manfaat.

Yang dipengerusi FTI, Suwat Supakandechakul menyatakan, Thailand sebenarnya sudah mempunyai kemampuan menghasilkan banyak komponen automotif, termasuk tempat duduk kereta, Wiring Harness, cermin hadapan dan lain-lain, pembekal tempatan mempunyai kemampuan sepenuhnya untuk memenuhi keperluan kilang kereta. Jika komponen ini dapat diprioritaskan untuk pembuatan Thailand, bukan sahaja dapat mengurangkan kos pengeluaran keseluruhan, tetapi juga membolehkan industri komponen tempatan memperoleh ruang perkembangan yang lebih besar.

Sebagai tambahan, beliau juga menyarankan kerajaan boleh memberikan langkah ganjaran seperti pengecualian cukai (Tax Deduction) kepada kilang kereta yang menggunakan nisbah komponen tempatan yang lebih tinggi, untuk seterusnya menggalakkan kilang kereta meningkatkan kadar tempatanisasi, malah berharap pada masa hadapan komponen bernilai tinggi seperti Chassis, juga boleh secara beransur-ansur mencapai pengeluaran tempatan.

Selain menyokong rantaian bekalan tempatan, industri automotif Thailand juga bimbang persekitaran perdagangan antarabangsa terus berubah. Industri menyatakan, Amerika Syarikat dalam beberapa tahun kebelakangan ini terus mengukuhkan pemeriksaan terhadap「Penghantaran Semula (Transshipment)」. Jika produk yang dieksport ke Amerika Syarikat, kebanyakan komponennya masih dari China, hanya pengumpulan selesai di Thailand, pada masa hadapan mungkin menghadapi pemeriksaan tarif yang lebih ketat, malah menjejaskan keupayaan bersaing eksport.

Oleh itu, meningkatkan nisbah penggunaan komponen tempatan, bukan sahaja dapat mengukuhkan keupayaan bersaing industri automotif Thailand, tetapi juga membantu mengurangkan risiko perdagangan antarabangsa pada masa hadapan. Di samping itu, Persatuan Industri Automotif Thailand (TAIA) juga mengajukan pelbagai cadangan kepada kerajaan, termasuk mengubah dasar cukai perbelanjaan bagi kenderaan elektrik import (CBU), untuk melindungi industri pembuatan tempatan.

Pada masa yang sama, persatuan juga menyarankan kerajaan boleh memberikan diskaun cukai pendapatan peribadi kepada pengguna yang membeli kereta yang dirakam di Thailand, menggalakkan lebih banyak pengguna memilih model yang dihasilkan tempatan. Selain itu, apabila jabatan kerajaan pada masa hadapan membeli kenderaan rasmi, juga perlu memprioritaskan kenderaan elektrik yang dirakam di Thailand, untuk seterusnya mendorong keperluan pasaran.

Sebenarnya, dalam beberapa tahun kebelakangan ini, jenama China telah melakukan pelaburan besar-besaran di Thailand, tidak sahaja mendorong kawasan setempat menjadi salah satu pangkalan pengeluaran kenderaan elektrik paling penting di Asia Tenggara, malah menarik banyak industri berkaitan untuk memasuki kawasan tersebut. Namun, bagi kerajaan Thailand dan industri setempat, sasaran sebenar bukan sahaja menarik kilang kereta untuk menubuhkan pengeluaran, tetapi berharap pelaburan ini dapat seterusnya mendorong pertumbuhan rantaian bekalan tempatan, membolehkan lebih banyak kilang komponen Thailand, pembekal komponen dan peluang pekerjaan berkaitan menerima manfaat.

Jika kerajaan pada masa hadapan secara rasmi menggerakkan dasar tempatanisasi yang lebih ketat, jenama China pasti perlu meningkatkan lagi kerjasama dengan pembekal tempatan Thailand, meningkatkan nisbah pembelian komponen, ini juga mungkin menjadi arah penting untuk pembangunan industri EV Thailand pada masa hadapan.

Perlu diperhatikan, dasar ini pada masa ini masih tertakluk kepada cadangan yang dikemukakan oleh kumpulan industri kepada kerajaan, bukan undang-undang rasmi. Namun, seiring Thailand terus menggerakkan penambahbaikan industri automotif, pada masa hadapan sama ada akan menetapkan standard tempatanisasi yang lebih jelas, akan menjadi titik tumpuan yang diberi perhatian oleh kebanyakan kilang kereta.

Gasgoo learned that recently, BYD reached an important milestone in the Thailand market, with cumulative deliveries of new energy vehicles officially exceeding 130,000 units. At the same time, the BYD Thailand factory located in Rayong Province WHA Industrial Park celebrated its second anniversary of production, and the new model BYD SEALION 5 DM-i was also officially released.

Image Source: BYD

The BYD Thailand factory is its first overseas passenger car production base, with a designed annual production capacity of 150,000 units. Currently, the factory has achieved localization production for five models: BYD DOLPHIN, BYD ATTO 3, BYD SEAL 5 DM-i, BYD SEALION 5 DM-i, and BYD SEALION 6 DM-i, and all have obtained the "Made in Thailand" (MiT) certification issued by the Federation of Thai Industries.

In two years since production started, BYD in Thailand has continuously deepened its localization development, with significant results: the factory has cumulatively created over 5,000 job positions, Thai employees account for about 93%, and the local parts procurement ratio has reached 50%. This marks that BYD has deeply integrated into the Thailand automotive industry chain, effectively driving local collaborative development.

At the event, BYD delivered the 130,000th new energy vehicle to Thai consumers, the model being BYD SEALION 5 DM-i. The pre-sale price for the Standard version of this model was announced simultaneously, which will further enrich its DM-i product matrix.

Media Automotif Gale mengetahui bahawa pada masa ini, BYD telah mencapai tonggak penting di pasaran Thailand, dengan jumlah penghantaran terkumpul untuk kenderaan elektrik secara rasmi telah melepasi 130,000 unit. Pada masa yang sama, Pabrik BYD Thailand yang terletak di Wilayah Rayong, Taman Perindustrian WHA menyambut ulang tahun kedua pengeluaran, dan model baharu BYD SEALION 5 DM-i juga telah dilancarkan secara rasmi.

Sumber Gambar: BYD

Pabrik BYD Thailand merupakan tapak pengeluaran kereta penumpang antarabangsa pertamanya, dengan kapasiti pengeluaran tahunan direka 150,000 unit. Kini, pabrik ini telah merealisasikan pengeluaran tempatan bagi lima model iaitu BYD DOLPHIN, BYD ATTO 3, BYD SEAL 5 DM-i, BYD SEALION 5 DM-i dan BYD SEALION 6 DM-i, dan kesemuanya telah menerima pengiktirafan "Dibuat di Thailand" (MiT) yang diterbitkan oleh Persekutuan Perindustrian Thailand.

Dalam tempoh dua tahun selepas operasi, BYD terus memperdalam pembangunan tempatan di Thailand, dengan hasil yang ketara: Pabrik telah mencipta lebih daripada 5,000 peluang pekerjaan, nisbah pekerja berbangsa Thailand adalah kira-kira 93%, dan nisbah pembelian komponen tempatan telah mencapai 50%. Ini menandakan BYD telah sepenuhnya terintegrasi ke dalam rantaian industri automotif Thailand, dan berjaya memacu pembangunan bersama di kawasan tersebut.

Di lokasi acara, BYD menghantar kenderaan elektrik ke-130,000 kepada pengguna Thailand, model ialah BYD SEALION 5 DM-i. Harga pra-pembelian bagi versi Standard model ini juga diumumkan serentak, yang akan memperkayakan lagi senarai produk DM-i.

The Shenwan Auto Sector in A-shares lost 570 billion in market cap over the past 30 days, with a decline exceeding 11%.

A-shares Auto Sector Closing Prices for Some Listed Companies on June 22

Behind this figure, two core overseas expansion routes are being simultaneously blocked.

North America Doors Welded Shut

US tariffs on Chinese EVs were raised from 25% to 100%, with a combined tax rate exceeding 102%.

A domestic EV priced at 200,000 RMB sees its final US selling price double directly.

Last year, only 12,400 Chinese EVs were sold to the US; North America was not the main market anyway.

But this time the impact hits the supply chain—the US also introduced review rules for connected vehicle hardware and software; supply chains containing Chinese parts or chips face restrictions.

Complete vehicles and parts are locked bidirectionally.

Southeast Asia Backyard Also Tightened

Thailand was once the first stop for Chinese automakers expanding overseas, with Chinese brands holding over 80% market share in the local new energy vehicle sector.

But Thailand implemented new regulations this year: for every 1 vehicle imported, 2 must be produced locally, with the ratio increasing to 1:3 by 2027.

Batteries and core electronic controls must be produced locally; additional 10% surcharge applies if parts procurement ratios are not met.

After the new regulations took effect, Thailand's pure electric vehicle sales plummeted by 80% in the short term.

The strategy of relying on volume through complete vehicle exports no longer works.

The EU is also contemplating additional anti-subsidy tariffs on Chinese plug-in hybrids, with the highest combined tax rate potentially exceeding 45%.

The 'Domestic Production, Overseas Vehicle Export' light-asset model is being dismantled one by one by global trade barriers.

Domestic Market Also Under Pressure

In the first 5 months, domestic passenger car retail reached 7.1 million units, down nearly 20% year-on-year.

Although new energy penetration rate exceeded 63%, growth came entirely at the expense of fuel vehicle market share, with no incremental growth in the total market.

The price war has lasted 3 years; the industry average net profit margin in Q1 dropped to only 3.2%, with profit per vehicle less than 3,000 RMB.

Dealer inventory backlog exceeds 2.5 million units, and capacity utilization rate is below 70%.

Overseas tariffs raise overseas expansion costs, domestic price wars compress profit margins; squeezed from both ends, valuations naturally come down.

Time to Change Tactics

Top automakers have long abandoned the pure export route.

BYD is building factories in Hungary, Thailand, and Brazil; Great Wall and SAIC are deeply cultivating Southeast Asia to drive supply chain localization; Leapmotor and NIO are entering Europe through cooperation models.

The shift from 'Complete Vehicle Export' to 'Localization Production + Supply Chain Overseas Expansion' is a transformation forced by this wave of barriers.

The 570 billion evaporation is not an emotional fluctuation, but the market re-pricing for the era of fierce competition.

Those who survive are the companies that can build factories globally, control costs, and sustain their brands.

(Image from internet)

The Thai tire industry faced a structural shift in 2026: on one hand, global demand for electric vehicle tires drove steady growth in passenger car tire exports; on the other hand, truck and bus tires encountered high anti-dumping tariffs in key markets, causing a significant drop in export volumes.

The dual blow of electrification benefits and trade barriers is forcing the Thai tire industry to accelerate strategic adjustments.

EV Tire Demand Boosts Export Value

Latest data from the Thai Trade Policy and Strategy Office (TPSO) shows that Thailand's passenger car tire exports reached $3.88 billion in 2025, a year-on-year increase of 2.1%.Growth momentum mainly comes from the rapid expansion of the global electric vehicle market.

EV-specific tires are typically sold at 1.2 to 1.5 times the price of traditional tires, significantly increasing the unit value of exports.

TPSO pointed out that Thailand is leveraging its status as a globally leading natural rubber production base and its well-developed automotive supply chain to actively advance towards becoming a regional electric vehicle tire production center.

US Market Faces Tariff Divergence

The United States is the largest export market for Thai tires, with exports to the US totaling approximately $2 billion in 2025.

However, the anti-dumping tax rates imposed by the US on tires of different specifications vary significantly: the tax rate for Thai small car tires is 3.16%, still competitive; while the rate for large car tires reaches as high as 30.36%, far exceeding the 15% tariff level for Japanese products.

This led to a 15% year-on-year decline in passenger car tires imported from Thailand in Q1 2026, while truck and bus tires plummeted by 24%.

Some Japanese tire brands have considered moving their large tire production lines back to Japan to avoid high tariffs.

Multiple Countries Initiate Dual Investigations, Commercial Vehicle Tires Become "Heavily Impacted"

The trade blockade facing the Thai tire industry extends far beyond the United States.

The Eurasian Economic Union launched an anti-dumping investigation against Thai truck and bus tires in November 2025, preliminarily determining the dumping margin at 24.17%.

Brazil also issued the final ruling of the second anti-dumping sunset review at the end of 2025, deciding to continue levying anti-dumping duties on Thai tires for five years at approximately $1.35 per kilogram.

It is worth noting that these sanction measures are highly concentrated on commercial vehicle tires with rim diameters of 17.5 to 24.5 inches, reflecting main importing countries' vigilance against the rapid expansion of the Thai truck tire market share.

Nine Measures to Address Challenges

Facing the escalation of trade barriers, Thailand's TPSO has proposed nine policy measures, including raising inspection standards for EV tires, promoting cooperation between tire factories and EV factories, utilizing free trade agreements to expand into emerging markets, etc.

Meanwhile, localized production capacity of Chinese tire companies represented by Zhongce Rubber, Linglong Tire, and Tongyong Shares is rapidly expanding in Thailand. Tongyong Shares' Thailand Phase II project, with an investment of 1.884 billion yuan, has become a typical case of localization.

These Chinese-funded enterprises, on one hand, help Thailand consolidate its position as a tire manufacturing center, while on the other hand, they face potential risks related to origin certification and EU anti-circumvention investigations.

In the future, whether the Thai tire industry can break through in the wave of electrification will depend on the outcome of localization innovation and the game of global trade rules.