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.
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Overview of the ASEAN-6 automotive market: 4th market snapshot
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