Overview of the ASEAN-6 automotive market: 6th market snapshot, highlighting a region where growth remains resilient but is becoming increasingly concentrated. Total industry volume (TIV) of the region rose 11.1% year on year in the first half of 2026, led by Vietnam, Indonesia and Thailand.
The report is developed by PwC’s Automotive ASEAN Centre of Excellence (CoE), brings together more than 50 professionals across ASEAN-6, connected to a wider Asia-Pacific network of more than 1,000 automotive specialists.
Vietnam is not just growing fast – it is growing up. A few years ago, buying an EV was a statement. Now it is a practical choice, and that changes everything. The winners will not be the ones who sold the most cars this year. They will be the ones who built the charging networks, the financing options and the aftersales trust that keep customers coming back. That is the harder job, and it is the one that actually matters.
Regional growth is concentrating in leading markets
ASEAN-6 automotive sales reached approximately 1.76 million vehicles in the first half of 2026. Momentum varied sharply by market: Vietnam grew by 31.1%, followed by Indonesia at 15.9% and Thailand at 15.1%.
In Vietnam, growth was supported by robust GDP momentum, an 83% rise in hybrid sales and 23% growth in imported-vehicle demand.
Growth remains resilient, but momentum is concentrating
Market divergence continues to widen, reinforcing the need for targeted country strategies.
Localisation is becoming a strategic advantage
ASEAN-6 production is projected to approach 6 million units by 2030. Footprint and localisation choices will increasingly influence cost, pricing, and profitability.
Competitive dynamics continue to shift
Chinese OEMs increased their ASEAN-6 market share to 15.7% in 1H 2026, while traditional leaders faced continued pressure.
Commercial vehicles are recovering
However, competition remains intense as customers continue to prioritise operating costs, uptime, and financing solutions.
Electrification becomes a mainstream market force
Electrification has entered a new phase, with xEV penetration reaching 32% across ASEAN‑6 in 1H2026. Yet adoption remained highly uneven, ranging from 86% in Singapore to 13% in both Malaysia and the Philippines.
The spread reinforces a central finding of the report: there is no single regional pathway to electrification.
Highlights of Vietnam's xEV market
Three strategies to adapt in the current dynamic environment
The next phase of growth will be defined by how effectively businesses turn momentum into durable value.
The report identifies three priorities for manufacturers: operational excellence, business-model redesign and strategic alliances. Together, they will shape which businesses can compete profitably as the automotive market matures.
Three strategic priorites to remain agile:
