Manufacturer and Consumer’s Perceptions Towards Electric Vehicle Market in Thailand

Abstract

Electric vehicle (EV) market in Thailand is still limited due to lack of government support, lack of charging infrastructure, lack of EV knowledge and skills, high vehicle prices, and limited battery capacities. This research examines and ranks factors influencing EV manufacturing and purchasing in Thailand utilizing the analytic hierarchy process (AHP) method. Six factors with 14 sub-factors form the manufacturers’ hierarchy model. Four factors with 25 sub-factors are, on the other hand, in the consumers’ hierarchy model. The data used in the analysis are gathered through interviews of EV experts and consumers. The results demonstrate that the Government Support factor is the most significant factor perceived by manufacturers, especially in terms of taxes and subsidies. Battery cost is also found an important concern in EV production. On the other hand, Individual Judgment and EV Performance factors are the two most significant factors from consumers’ perspectives. The focus should be on the vehicle price and battery issues, with specific consideration to driving range and charging time. Consumers also request the government to provide adequate charging stations to facilitate the use of EVs. The government may promote the EV market through a number of subsidies and tax reduction campaigns. Engineering and production managers may, on the other hand, focus on technical issues of battery performance to increase driving ranges and decrease charging time to attract more EV consumers.