November 2025 Thailand Car-Brand Ranking: Mazda Climbs, Tesla Rebounds, Chery Falls

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  Published in Automotive and Transportation on Friday, December 12th 2025 at 0:48 GMT by Paul Tan
      Locale: THAILAND

November 2025 Thailand Car‑Brand Ranking: Mazda Climbs, Tesla Rebounds, Chery Falls

The Thai automotive market remains a dynamic arena for both domestic and overseas automakers, and the latest monthly snapshot – released by Paul Tan’s automotive portal – confirms that the November 2025 sales figures continue to shift the competitive balance. The list of the top 20 car brands for the month shows a familiar mix of stalwarts and newcomers, with a few surprise movements that illustrate the volatility of the sector.

1. The Overall Picture

At the very top of the list, Toyota and Honda keep their hold on the first two positions, recording the highest unit volumes for November. While Toyota’s sales dipped slightly from the previous month – largely due to a slow season for its flagship SUV models – Honda’s new compact crossover still managed to retain a solid market share thanks to its aggressive promotional campaign.

Below the twin Japanese giants, the list splits between mainstream brands that cater to the bulk of the Thai market and a growing number of premium and electric‑vehicle (EV) players. The top 10 now includes:

1. Toyota – 16,200 units
2. Honda – 14,500 units
3. Nissan – 9,800 units
4. Hyundai – 8,700 units
5. Kia – 7,600 units
6. Mazda – 6,200 units
7. Tesla – 5,900 units
8. Mercedes‑Benz – 5,300 units
9. Chery – 4,800 units
10. BMW – 4,200 units

Beyond the top 10, the rankings fall into a mix of Chinese, European, and American marques, each carving out niche markets.

2. Mazda’s Surprise Leap to 6th

Mazda’s ascent to the sixth spot is one of the most notable developments of the month. In the prior year, Mazda had hovered around the 10‑th or 11‑th position, largely due to its limited model portfolio in Thailand. The company’s breakthrough came with the launch of the Mazda CX‑60 – a midsize crossover that blends the brand’s signature “Kodo” styling with advanced safety and technology features.

The November figures show Mazda selling 6,200 units, a 28 % increase over the same month last year. Analysts attribute the surge to a combination of factors:

• Expanded dealership network – Mazda added 18 new franchise dealers across key provinces.
• Targeted marketing – A multi‑channel advertising campaign emphasizing “Performance Meets Comfort” resonated with middle‑income buyers.
• Competitive pricing – The CX‑60’s price point sits just below the entry level of the luxury segment, making it an attractive upgrade for existing Mazda owners.

With the CX‑60 now on the radar of Thai consumers, Mazda’s future looks brighter, especially if the brand can sustain its current momentum into the upcoming holiday season.

3. Tesla Rebounds to 7th

Tesla’s return to the seventh place on the chart after a brief dip in October underscores the growing acceptance of electric vehicles in Thailand. The Model 3 and Model Y continued to outperform expectations, with sales of 5,900 units for November.

The rebound is tied to several key developments:

• Government incentives – The Thai Ministry of Transport announced a fresh set of tax rebates for EV purchases, effectively reducing the purchase price of Tesla models by up to 10 %.
• Infrastructure rollout – The national “Supercharger” network extended to 30 new stations in Bangkok, Chiang Mai, and Phuket, easing range anxiety for potential buyers.
• Local manufacturing talks – Although a full‑scale factory has yet to be approved, Tesla’s ongoing negotiations with Thai partners suggest a future supply chain that could lower costs and improve availability.

Despite the positive trend, Tesla still lags behind the traditional “big three” Japanese manufacturers, but its trajectory indicates a rising share of the automotive market.

4. Chery’s Sharp Drop to 9th

Chery, once a high‑flying contender in the budget‑segment market, saw its November sales drop to 4,800 units – a 23 % decline from the previous month. The brand’s fall to the ninth spot reflects a combination of supply‑chain challenges and intensified competition from both domestic and international rivals.

Key factors influencing Chery’s decline include:

• Production delays – A glitch in the supply of critical electronic modules caused a temporary halt in the assembly line of the Chery Tiggo 7.
• Price war – Competing brands such as Honda and Hyundai aggressively slashed prices on comparable models, drawing potential buyers away.
• Perception issues – Recent product recalls related to battery safety have eroded consumer confidence in Chery’s newer electric models.

Chery’s management has pledged a comprehensive review of its quality assurance protocols and announced a new marketing strategy aimed at rebuilding trust.

5. Emerging Trends and Market Dynamics

The November rankings illuminate several broader trends that are shaping the Thai automotive landscape:

1. The EV surge – Tesla’s improved performance and the rise of domestic electric‑vehicle manufacturers (e.g., Toyota’s bZ4X, Honda’s e‑Vehicle line) signal a shift toward sustainable mobility. Even traditional marques are starting to offer hybrid or plug‑in options to stay relevant.
2. Premium brand resilience – While luxury brands such as Mercedes‑Benz and BMW maintain a foothold in the top 10, they face stiff competition from newer entrants like Porsche and Audi, which have recently introduced localized models.
3. Chinese OEM resurgence – Brands such as Chery, Geely, and BYD continue to carve out niche markets. However, their fortunes appear more volatile, depending heavily on pricing strategies and after‑sales service quality.
4. Dealership expansion – The growth of dealership networks, particularly in suburban and rural areas, remains a critical factor for market penetration, especially for mid‑range brands.

6. Looking Ahead

As Thailand heads into the holiday season, sales volumes are expected to climb, driven by the traditional spike in vehicle purchases during the Lunar New Year. Brands like Toyota and Honda are likely to see a modest uptick, while EVs could benefit from the additional tax incentives announced in the current fiscal budget.

For Mazda, sustaining its momentum will require continued investment in marketing and dealer support, as well as a robust supply chain to avoid the production hiccups seen by Chery. Tesla’s challenge will be to translate the growing consumer appetite for electric vehicles into sustained market share, especially if competition intensifies with more local EV offerings.

In conclusion, the November 2025 car‑brand rankings showcase a market in transition: traditional powerhouses hold their ground, while nimble newcomers and EV pioneers find increasing traction. The shifts that occurred this month—Mazda’s rise, Tesla’s rebound, and Chery’s decline—highlight the complex interplay of pricing, product strategy, and consumer sentiment that will define the next chapter of Thailand’s automotive story.