Electric Vehicles/ EV Primus/Wuling

Editorial staff

EV Primus Co, a distributor of multi brands of electric vehicles (EV) and the sole distributor of Wuling in the country, has announced pricing adjustments for its AIR EV and BINGUO EV models to broaden customer access and revealed plans to launch two new models in 2025.

The announcement was made at its national dealer conference, as part of its 2025 business strategy, emphasizing Wuling's brand as Thailand's premier EV city car.

Pitaya Tanadamrongsak, chief executive officer of EV Primus Co, said that over 2,000 sales and positive customer feedbacks underscore the popularity of Wuling vehicles in Thailand. The brand's unique design, world-class quality, and compelling value proposition have resonated with Thai consumers, underscoring Wuling's mission to make electric vehicles accessible to everyone, much like its success in China, where it ranks fifth in global EV sales.

"In our second year of Wuling's presence in Thailand, EV Primus has prioritized establishing a robust foundation. This includes participation in government EV incentive programs, expanding our dealer and service network, creating a spare parts center to support after-sales service, and establishing a local assembly plant. As we move forward, Wuling is ready to take on new challenges, including enhancing the brand, increasing brand awareness, and broadening our customer base," Mr Pitaya said.

The company's research suggests that the transition from internal combustion engine vehicles to electric vehicles is still hampered by several factors and consumer concerns, including driving range, charging availability, and resale value, which may not be fully addressed by high-priced EVs. Wuling aims to address these challenges by focusing on urban-friendly, affordable electric vehicles. The brand's value proposition and cost-effectiveness empower consumers to save on fuel expenses and achieve a return on their investment within three to four years, without the concern of resale value depreciation.

This price adjustment, executed in close partnership with parent company SGMW (SAIC-GM-WULING), is not a response to competitive pressures but a strategic initiative by Wuling to make its electric vehicles more attainable for Thai consumers, addressing concerns and building trust based on the experiences of over 2,000 existing Wuling EV owners.

Mr Pitaya said that under this new strategic plan, EV Primus aims to sell 2,600 units across all models this year and plans to expand its showroom network from the current 30-plus locations to over 40 showrooms nationwide by the end of the year.