Ampac Holding Refocuses on GWM Amorn Ratchada, AMG Insure Broker
Ampac Holding announced it is merely adjusting its portfolio after transferring its BMW dealership, Amorn Prestige, to a new investor group. The company will now focus on developing GWM Amorn Ratchada and AMG Insure Broker as its main growth engines. Executives said the shift reflects the evolving Thai automotive market, where long‑term customer relationships and after‑sales service are becoming more important than pure vehicle sales.
Ampac Holding said it is only adjusting its portfolio after handing over Amorn Prestige, the BMW dealer, to a new investor group, and will concentrate on developing GWM Amorn Ratchada and AMG Insure Broker as growth engines.
Ms. Wannapa Tangbunyong, CEO of Ampac Holding Co., Ltd., disclosed that the company's new business direction following the decision to transfer Amorn Prestige, the BMW vehicle dealership business, to a new business group to manage, is confirmed as a portfolio adjustment to refocus on its affiliated businesses, especially GWM Amorn Ratchada and AMG Insure Broker, which are positioned as key businesses for future growth.
She noted that the Thai automotive industry is undergoing a significant transformation, where competition is no longer just about brand and new car sales, but also covers price, technology, after-sales service, and the ability to care for customers throughout the ownership period, especially with the entry of Chinese car brands and new energy vehicles, forcing dealers to shift from merely selling cars to building long-term relationships and trust with customers.
"Experience from long‑term automotive business shows that selling cars alone is no longer enough; sustainable dealer growth depends on customer confidence and after‑sales service quality. Therefore, we intend to apply all our experience to seriously develop GWM Amorn Ratchada," Ms. Wannapa said.
Ms. Wannapa added that for GWM Amorn Ratchada she has taken a close role in shaping business direction, covering sales, marketing, CRM, and after‑sales service, aiming to build a strong customer base and long‑term relationships, while elevating the dealer’s role beyond a mere sales channel to a caregiver throughout the vehicle ownership lifecycle.
At the same time, AMG Insure Broker, which is entering its 11th year, will be another core business that Ampac Holding plans to push forward as a professional insurance and reinsurance broker and risk consultant, providing insurance services and risk management for individual and corporate clients, focusing on consultancy and tailoring solutions to each client, with plans to expand its corporate client base and niche insurance sectors.
