German carmaker Audi AG has appointed Meister Technik Co, owned by the Lamsam family, to be the authorised importer and distributor of Audi in Thailand, replacing German Motor Work Co, which is run by the Leenutaphong family.
Grisnagorn: Creating trust first priority
According to Meister Technik's chief executive, Grisnagorn Sawettanan, the company holds the rights to handle not only Audi's distribution and marketing and after-sale services, but also the appointment of local dealers for luxury cars in Thailand.
Meister Technik is majority owned by Krisada Lamsam, vice-chairman of the board of directors of Muang Thai Life Assurance, one of Thailand's leading life insurers, and a former vice-president of Kasikornbank, and Nualphan Lamsam, chief executive and president of Muang Thai Insurance.
Meister Technik was established on July 25 last year with registered capital of 40 million baht.
Mr Grisnagorn, formerly general manager for passenger car sales operations at Mercedes-Benz (Thailand), said the company would announce its business strategy in March together with high-ranking executives from the parent firm.
It plans to join the Bangkok International Motor Show in March.
Mr Grisnagorn said the first priority for Meister Technik would be to create trust for Audi owners in the country regarding after-sale services.
It has spent roughly 40 million baht to construct its first flagship showroom and service centre on a three-rai plot on New Phetchaburi Road, which is scheduled to begin operations in March.
"We will welcome all Audi cars in Thailand from both formerly authorised and independent importers," said Mr Grisnagorn, adding it plans to expand more new outlets and service centres in Bangkok and Greater Bangkok this year and provincial areas next year.
As of last year, there were 9,049 Audi cars registered in Thailand.
Audi sold 124 cars in 2016, compared to 142 units in 2015.
At present, other German rivals Mercedes-Benz and BMW control roughly 90% of Thailand's luxury car market. Other luxury brands include Sweden's Volvo and Japan's Lexus.
German Motor Work under the Leenutaphong family has held the rights to Audi for over 20 years. It used to operate an assembly plant for Audi cars in Thailand.
Audi boasted its best sales in 1996 and 1997 -- around 1,500 units.
Tunyanun Leenutaphong, German Motor Work's executive director, said the company will still be an Audi distributor, but it will not be able to appoint any dealers in Thailand.