Bangkok — Dutch automotive giant Pon Holdings has taken a 75-per cent stake in Audi Thailand, with Meister Technik holding 25 per cent.
The move was announced to Thai media today, with representatives from both parties present.
Gerard Jansen, vice president of Pon Automotive Asia, said the company has decided to invest in Thailand (and also in Vietnam where it already operates an Audi importership) due to the potential for growth in this region.
In the Netherlands, Pon represents Volkswagen Group brands, as well as sports brands like Porsche, Bentley, Bugatti, Lamborghini and Rimac. Pon also represents MAN (trucks, buses) and Volkswagen Commercial Vehicles.
During the past 50 years, Pon has sold over 600,000 vehicles for the VW Group. It is present in 35 countries around the world and had a turnover of 10 billion Euros in 2025.
It also operates in the US, with dealerships for Porsche, Lamborghini, Volkswagen, Audi and Bentley, as well as Rolls-Royce, Ferrari, BMW, Aston Martin, Land Rover and McLaren.
The partnership has also won praise from Marco Schubert, Member of the Board responsible for sales and marketing at Audi AG.
“This will strengthen the bridge between Audi in Germany and the Thai operation,” he said in a video presentation shown during the press briefing in Bangkok.
With Pon’s presence in Audi Thailand, customers can expect a stronger product offering with competitive pricing and options, as well as access to a wider range of right-hand drive variants from the German brand.
While Berend Oomes will take position as the Commercial Director at Audi Thailand, the original Thai team will continue to manage the company, albeit in revised positions. They include Krisada Lamsam (Supervisory Board), Grisnagorn Sawettanan (Chairman Executive Committee), Theerakup Thammaneewong (Managing Director) and Hasadin Nilartbanphot (Finance Director).
Krisada said that Audi Thailand will benefit from Pon Automotive’s strengths while customers will also enjoy benefits.
“Meister Technik has been the Audi distributor in Thailand for nine years and since then we have gone through many unexpected events including Covid,” he said.
“Apart from the economic factors, another important fact is the change in the automotive industry. The technology has changed from internal combustion to EVs,” he said.
Meanwhile, Jansen said Audi Thailand’s target is to get back to its peak performance, which is selling 1,300 vehicles per year.
“We hope to return to four-digit sales (1,000 units) in 2027,” he added.
