Leapmotor takes over Thai business as it plots local assembly

Signalling a stronger commitment to Thailand, Leapmotor has taken direct control of its local operations. It has also started evaluating plans for setting up local assembly.

Image: Stellantis

Leapmotor recently set up a new private limited company called Leapmotor (Thailand) Co., Ltd. with registered capital of 100 million baht (~€2.6 million euros). It had entered the Thai market through Phra Nakorn Automobile Co., Ltd. (PNA), which served as its importer and distributor. PNA remains involved as a dealer with two showrooms in Bangkok, one each in Lat Phrao and Ratchayothin.

According to a recent report from _Bangkok Business News_, Liam Liu, general manager of Leapmotor’s new local subsidiary, said that Thailand has high potential and is a market of strategic importance for the company. Citing Toyota as an example, Liu said Leapmotor wants to remain in Thailand for decades to come and establish operations spanning from manufacturing to after-sales service.

Leapmotor has begun studying local CKD assembly, and a team from China will visit Thailand in November for further assessment. The company is looking at four options for localisation: outsourcing to a contract manufacturer, establishing a joint venture with a partner, acquiring an existing plant, or building a new facility. It is eyeing an annual production capacity of 60,000 to 80,000 vehicles initially.

Liu said that Leapmotor’s board of directors has already shown strong support for its long-term business plan in Thailand. There is no shortage of funds, and the board can approve budget requests within two weeks because this is a key market offering growth potential for new energy vehicles, he added.

Leapmotor launched the C10 mid-size SUV as its first model in Thailand in November 2024, followed by the B10 compact SUV in October 2025. To date, it has sold approximately 450 units of the two models combined. However, between now and December alone, the company expects to sell 3,000 to 5,000 cars, with the majority of that volume coming from the B03X small SUV, which it plans to launch on 31 October. In 2027, the company plans to introduce at least two more models and aims to grow its sales to 10,000 cars.

According to Leapmotor’s local consumer website, the company currently has 12 showrooms and service centres across Thailand. The _Bangkok Business News_ report says that it plans to expand its presence to 30 locations by the end of 2026, 65 in 2027, and 100 in 2028.