Strategic Shift Reflects Industry-Wide Move Towards Electrification and Efficiency
Honda has announced that it will cease vehicle production at its Ayutthaya plant in Thailand by 2025. This decision is part of a broader strategy to consolidate its manufacturing operations and focus on the growing electric vehicle (EV) market. The production will be moved to Honda’s newer and expanded Prachin Buri facility, which will allow the company to streamline its operations and enhance its competitiveness in the EV segment.
The Ayutthaya plant, which has been operational since 1996, will be retooled to produce car parts instead of complete vehicles. This move comes in response to several challenges, including overcapacity and increasing competition from Chinese automakers, who have been gaining market share in Thailand with their EV offerings. Honda’s combined production at its two Thai plants has decreased significantly, from 228,000 vehicles in 2019 to less than 150,000 annually over the past four years.
Honda’s decision aligns with its global strategy to focus on electrification. The company aims to increase the production efficiency of its hybrid EVs and expects revenue from its “e:HEV” series to constitute a larger portion of its total revenue. This shift is also in line with the Thai government’s goal for battery EVs to make up 30% of total car manufacturing by 2030.
The closure of Honda’s Ayutthaya plant in Thailand by 2025 is expected to have several implications for the company’s market share in the country.
Consolidation and Efficiency
Honda plans to consolidate its vehicle production at the Prachin Buri plant, which is newer and more efficient. This move aims to streamline operations and improve production efficiency, particularly for electric and hybrid vehicles. By focusing on a single, more modern facility, Honda hopes to better compete in the evolving automotive market.
Production and Sales Trends
Honda’s combined production at its Thai plants has already decreased from 228,000 vehicles in 2019 to less than 150,000 annually over the past four years. Sales have also been under 100,000 units annually during this period. This indicates that Honda has been facing challenges in maintaining its market share even before the plant closure.
Competition from Chinese Automakers
The Thai automotive market is increasingly competitive, with Chinese brands like BYD gaining significant ground, especially in the electric vehicle (EV) segment. Honda’s shift towards consolidating production and focusing on EVs is a strategic response to this competition. However, the aggressive expansion of Chinese automakers could continue to pressure Honda’s market share.
Strategic Focus on EVs
Honda’s decision to focus on electrified vehicles, including hybrids and EVs, aligns with the Thai government’s goal for battery EVs to constitute 30% of total car manufacturing by 2030. This strategic pivot could help Honda capture a larger share of the growing EV market in Thailand, potentially offsetting some of the losses from traditional internal combustion engine vehicles.
Export Strategy
Despite the closure, Honda will continue to export vehicles from Thailand to other Southeast Asian markets like Indonesia and the Philippines. This export strategy aims to optimize capacity utilization and maintain regional market presence, which could help stabilize Honda’s overall market share in the region.
While the closure of the Ayutthaya plant reflects the challenges Honda faces in the Thai market, the company’s strategic focus on consolidating production and enhancing its EV offerings could help mitigate some of the negative impacts on its market share. However, the increasing competition from Chinese automakers and the evolving market dynamics will continue to pose significant challenges for Honda in maintaining and growing its market share in Thailand.
