Thailand’s motorcycle market is steady. Year to date April 2026 sales have been 603.026, up a, positive although marginal, 1.3%. Electric two-wheeler segment remains marginal and without a real propulsion, reporting a 3.2% decline.
Motorcycle Industry: Trends and Perspectives
Thailand’s motorcycle market—the seventh largest globally—experienced a sharp contraction in 2024, when sales fell 15.8% to 1.58 million units, hit by a slowing economy and rising vehicle prices.
In 2025, the market rebounded decisively, with sales rising 9.8% to 1.73 million units, marking a near double-digit recovery and confirming the resilience of underlying demand despite a still-fragile macroeconomic environment.
In 2026, the market was not expected to shift ahead, considering the macroeconomic environment were still weak and the absence of specific local factors able to give combustion to the market, like EVs segment is doing in other countries.
However, year to date April 2026 sales have been 603.026, up a, positive although marginal, 1.3%.
Electric two-wheeler segment remains marginal and without a real propulsion, reporting a 3.2% decline.
Market Leaders and Competitive Dynamics
The country is totally dominated by Honda, which controls not only the 81% of the market, but even all lobbies with local politicians and has been able to block any new initiative in favor of EVs support, although Thailand is fast moving ahead in the “green policy” in several sectors.
So, while Honda performance so far this year is of course very close to the industry trend (-0.2%) the main competitors performance should be seen considering they act in a narrow 20% of the market.
And in this small market portion the leader is Yamaha, gaining sales by 12.4% followed by a steady Piaggio (-+0.8%) which will probably be overtaken during the rest of the year by emerging competitors, like Zontes, actually 4th with sales up 39.8%.
In fifth place, GPX posted strong lost(-26.7%), followed by EM (+9.7%), Lambretta (-26.7%), and Deco (-47.2%), underscoring a highly fragmented market with sharply diverging brand performances.
Overall Assessment
Thailand’s motorcycle market entered recovery mode in 2025, rebounding strongly after a difficult 2024. While macroeconomic growth remains modest and EV adoption is still marginal, renewed consumer demand and the disruptive entry of new players—particularly Chinese brands—are reshaping the competitive landscape and increasing pressure on established manufacturers.
