Mercedes-Benz Thailand has maintained its commitment to premium pricing despite a 30% decline in sales.

The company registered 9,189 vehicle sales in 2024 compared to 12,000 units in 2023. President and CEO Martin Schwenk emphasized that reducing prices could compromise the brand's value and customer position, particularly in the face of aggressive price cuts by competitors in the electric vehicle sector, including moves by Chinese manufacturers such as Great Wall Motor and GAC AION.

In parallel with its pricing strategy, Mercedes-Benz Thailand is set to launch three new Mercedes-AMG models at the upcoming Bangkok International Motor Show.

The firm has also introduced an "EV Worry-Free Package" for its electric vehicles, which includes monthly instalments, free charging for one year, and a 10-year or 250,000-kilometre battery warranty.

Additionally, the company is expanding its service network with 41 Authorised Service Centres and 26 Certified Body & Paint Service Centres nationwide, and it is rolling out a new Service Select Loyalty Programme.

These measures come amid broader challenges in the Thai automotive sector, where domestic auto sales have reached a 15-year low and production is forecast to contract by two point five to three point five percent annually from 2024 to 2026. Despite these industry headwinds, Mercedes-Benz Thailand aims to exceed 10,000 unit sales by the end of 2025 and continues to implement its "Retail of the Future" business model across its partner network.