The latest data from our study reveals a discernible shift, with Chinese original equipment manufacturers (OEMs) commanding 9% market share by the first half of 2025, upending the longstanding dominance of their Japanese counterparts who have seen their share whittle down to 59%.
The evolving narrative signifies an impending redefinition of competitive dynamics and consumer choice across ASEAN’s largest automotive markets. Incumbents risk being trapped by their own success. For industry stakeholders, their next moves are clear: optimise operational excellence, redesign business models and forge strategic alliances—or cede the market’s most dynamic growth to new champions.
Sales
ASEAN-6 car sales recorded a slight decline of just 0.4% in H1 2025. Drops in Indonesia, Thailand, and Malaysia were balanced by strong growth in Vietnam, the Philippines, and Singapore.
EV adoption
Electric vehicle (xEV) sales grew by 63% in H1 2025, led by Vietnam, Indonesia, and Thailand. Adoption rates varied significantly—from 71% in Singapore to just 4% in Malaysia, with an ASEAN-6 average of 18%.
Market share
Dynamic changes in the ASEAN-6 competitive landscape with Chinese OEMs rapidly gaining market share (9% by 1H25) mainly on the expense of Japanese brands (down to 59%).
Vehicle production capacity
ASEAN-6 vehicle production capacity is expected to increase by 1.55 million units by 2030, driven by Chinese investment in Thailand and Indonesia.
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Overview of the ASEAN-6 automotive market: 4th market snapshot
