Suzuki Thailand VP Vallabh Tri-Ruek-ngam Returns to Lead Marketing Amid Market Shifts

Key summary

Vallabh Tri-Ruek-ngam, Vice President of Suzuki Motor (Thailand) Co., Ltd., has returned to oversee marketing, sales, and after-sales services following a hiatus as an executive at a car manufacturer. He acknowledges the difficulty of the current market environment, citing changing customer behaviors and business conditions. A major challenge is ensuring confidence in nearby after-sales service centers. Suzuki aims for total annual sales exceeding 600,000 units this year, with eight-month sales already up over 20%. The company targets 5,000 units for the remainder of the year despite industry volatility and tax rate uncertainties. Suzuki plans to introduce at least two new models in early 2070 (Thai calendar) to meet market demands. The dealer network currently consists of 77 locations nationwide, with plans to expand coverage to all provinces, particularly major cities and regions like the North and Northeast, using a low-investment '2S' model for service centers. Suzuki emphasizes its 50-60 year history in Thailand, noting that while it previously had a factory in Rayong, business restructuring shifted the model to importing vehicles. The company highlights its 7-year free maintenance program and diverse energy options, including EVs and hybrids, as key value propositions.