Chinese EV brands are taking center stage at BIG MOTOR SALE 2026, underscoring just how dramatically Chinese automakers have reshaped Thailand’s automotive landscape.
Dominating the floor space at Bitec with almost 60% of all participating brands from China, the paradigm shift to EV products dwarfs mainstream Japanese brands.
BYD, Chery, Deepal, Denza, GAC, Geely, GWM, OMODA JAECOO, XPENG and ZEEKR are among the 30 brands at this year’s event. Competitive prices, strong specifications and a growing range of EV models have made Chinese brands a major force in Thailand’s new-car market.
“Chinese automakers now dominate BMS 2026, with nearly 60% of participating brands from China as EVs reshape Thailand’s car market.“
BIG MOTOR SALE 2026 runs from August 21 to 30 at BITEC Bangna in Bangkok. The 13th edition of this event brings automakers, dealers and buyers together during a difficult period for Thailand’s auto industry.
The event comes between Thailand’s two major motor shows, the Bangkok International Motor Show and Motor Expo. Organizers want BIG MOTOR SALE to create another sales opportunity during the middle of the year, when the market needs stronger consumer demand.
Jaruay Khanmannee, chairman of the BIG MOTOR SALE organizing committee and chairman of the executive board of Yanyont Square Group, said the event keeps its core concept of bringing showrooms together in one location.
The format gives buyers a chance to compare vehicles, prices, technology and promotions in one visit. Dealers also get direct access to customers who are ready to consider a new vehicle.
This year’s 30 participating brands cover internal-combustion vehicles, EVs, hybrids and motorcycles. The lineup includes AVATR, BMW, BYD, CHERY, DEEPAL, DENZA, Ford, GAC, Geely, GWM, Honda, iCAUR, LEPAS, MAXUS, Mercedes-Benz, MG, MINI, Mitsubishi, NEVO, Nissan, OMODA JAECOO, RIDDARA, Tesla, Toyota, Volvo, XPENG, ZEEKR, Thai Honda, Yamaha and I-MOTOR. Chinese automakers now hold a much larger position in Thailand than they did a few years ago.
EVs have led much of this growth. Brands from China have entered several price segments and have used competitive pricing, high equipment levels and new technology to attract Thai buyers.
The pressure is spreading across the wider market. Japanese, European, American and Chinese brands now compete for buyers who have become more focused on price, financing and vehicle specifications. Thailand’s new-car market faces several pressures in 2026.
Household debt remains high, lending standards are tighter and consumers are cautious about large purchases. These factors have reduced demand and made the sales environment tougher for automakers and dealers.
BIG MOTOR SALE arrives at an important point in the year. The event gives brands another chance to convert interest into sales before the final major sales push at Motor Expo later in the year.
Organizers expect the event to help stimulate new-car purchases during the second half of 2026. The actual number of vehicles sold at the show will provide a useful indicator of consumer willingness to spend on a new car under current economic conditions.
A strong sales result would point to demand for new vehicles despite the wider economic pressure. A weaker result would show how much tighter household finances and vehicle lending have affected purchase decisions.
Chinese EV brands will attract particular attention. Their growing presence means buyers now have more choices in the electric-car market, while established automakers face stronger pressure on pricing and product value.
BIG MOTOR SALE also aims to draw families and lifestyle-focused visitors. Juthamas Khanmannee, co-chair of the event, said the organizers want visitors to spend time at the show beyond vehicle shopping. The event welcomes families with pets. Visitors can bring dogs, cats and other pets in strollers.
Free mini-concerts will run at the main stage in front of Hall 103 from 6pm to 7pm during the 10-day event. Artists include Boy Peacemaker, Oat Pramote, Ice Saranyu and Meyrai, along with the Suntharaporn Orchestra.
BIG MOTOR SALE 2026 (Aug 21-30) welcomes visitors during weekdays from 12pm to 9pm Weekend hours are 11am to 9pm. Admission is free for people with disabilities, senior citizens, students in uniform and children under 120 cm tall. Dogs and cats in strollers are also welcome.
