Thailand CPA Investigates Complaints Against BYD Discount Practices

Thailand’s consumer protection agency has investigated aggressive discounting practices by BYD dealers following numerous customer complaints. The discounting strategy has led some customers to feel they overpaid for their Chinese electric vehicles (EVs).

Complaints and Investigation:

Since initiating the probe, the agency has received around 70 complaints. The investigation began after a customer alleged that a sales representative claimed the car price would increase after a discount campaign ended, only for the dealership to cut prices further afterward.

Prime Minister Srettha Thavisin addressed the issue during a meeting with BYD Chief Executive Wang Chuanfu, who was in Thailand for the opening of BYD’s first Southeast Asian factory.

The Prime Minister urged BYD to better manage customer expectations regarding pricing and protect local buyers. Wang assured that future pricing would be appropriate and that affected customers would receive support.

Customer Reactions:

The aggressive discounting has left many BYD owners feeling short-changed. One owner expressed frustration on Facebook, noting that his BYD Atto 3 car, purchased for 1.19 million baht, was now selling for 859,000 baht. Another disgruntled owner posted a video on social media, writing disparaging remarks about BYD on his car’s hood.

BYD officials in Thailand and its sole distributor, Rever Automotive, have not yet responded to inquiries from Reuters. Rever, which operates over 100 dealerships, currently offers discounts of up to 340,000 baht ($9,300) on some models, as their website indicates.

Consumer Protection Board’s Actions:

Passakorn Thapmongkol, a senior official at Thailand’s Consumer Protection Board, mentioned that the agency had met with Rever officials and requested documents related to the discounting scheme. He noted that more customers are gradually filing complaints.

BYD Market Position in Thailand:

Thailand is BYD’s largest market outside China and is crucial for its global expansion, especially following the EU’s imposition of 17.4% tariffs.

In the first quarter, according to research firm Counterpoint, BYD held a 46% share of Thailand’s EV segment and ranked as the third-largest player in passenger cars.