Growth has returned to the ASEAN‑6 automotive market. Volumes have risen 1.9% to approximately 3.5 million units in 2025, with demand varying by country. In a continuing trend from our last market snapshot, Chinese OEMs expanded to around 11% market share in 2025, while Japanese brands declined to approximately 57%. Manufacturing footprint led by new entrants and policy exposure are becoming central to commercial strategy across ASEAN.
Electrification has now reached mainstream momentum, transforming ASEAN into a two‑speed region. Yet, adoption gaps are widening sharply, from around 44% in Thailand to roughly 5% in Malaysia.
In an uneven market, value pools are shifting quickly. Leading players are optimising operational excellence, redesigning business models, and forging strategic partnerships—rather than relying on a one‑size‑fits‑all ASEAN approach.
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Overview of the ASEAN‑6 automotive market: 5th market snapshot
