Thailand Motorcycle Sales Surge Despite Economic Headwinds

Rising energy prices are boosting Thailand's motorcycle market in the first half of 2024, with overall sales projected to reach 1.73–1.77 million units for the full year, according to Masayuki Hamamatsu, executive chairman of Thai Honda Co., Ltd. Although the market faced economic headwinds and weak consumer purchasing power in the first six months (January–June), motorcycles remain essential transportation for Thai consumers. As fuel prices climbed, many consumers shifted to motorcycles as their primary commute option, driving overall market sales up 2 percent to 950,000 units, with Honda selling 760,000 units. Based on this performance, Thai Honda has raised its full-year market target to 1.73–1.77 million units, while Honda's own sales goal is now 1.40–1.43 million units.

In the second half of the year, Thai Honda plans to introduce several new motorcycle models to meet diverse consumer demand. Recent launches include four new models: the Honda Click160, available in four new color options (yellow-black, white-black, black, and green-black) at 69,900 baht, and the Click160 R Limited Edition with an upgraded rear shock at 76,400 baht (500 units only). The Honda PCX160 premium automatic is available in a new RoadSync Type at 99,900 baht and a Standard Type at 96,000 baht. Honda also introduced the Giorno+ Buzz Lightyear Limited Edition (2,000 units) at 74,900 baht and the Super Cub Tokyo 80s Limited Edition (500 units) at 54,000 baht. Regarding relocation of electric motorcycle production from Thailand to Vietnam, Thai Honda confirmed that Thailand remains a key manufacturing hub with clear strategies for the EV market. The Ladkrabang plant has capacity to produce 1.75 million motorcycles annually—both conventional and electric—and is ready to increase EV output if demand grows.