Thai investigation into BYD EV discounts moves ahead despite cash-back offer

A Thai investigation into discounts from China’s BYD will continue, despite a cash-back program from its distributor aimed at addressing consumer backlash over perceived overpayments for their electric vehicles (EVs), a senior official said on Friday.

Thailand, a major auto assembly and export hub in the region, is BYD’s largest overseas market, where it stands as the top-selling EV brand. Recently, BYD inaugurated its first factory in Southeast Asia, located in Thailand.

Rever Automotive, BYD’s Thai distributor, announced a cash-back program and discounts at charging stations, valid until March 2025. Existing BYD customers can receive up to 50,000 baht ($1,382) in cash back on their next purchase of the ATTO 3 or BYD Seals models from July 18 to the end of August, as stated in a Facebook post by Rever.

Despite this, an investigation by Thailand’s Consumer Protection Board will persist, with new complaints now exceeding 100, according to Passakorn Thapmongkol, a senior official at the agency.

“We have another meeting next week where they can provide further explanations,” Passakorn told Reuters, detailing the ongoing discussions between the agency and Rever.

Rever, which operates over 100 dealerships across Thailand, clarified in a statement that the cash-back campaign is a promotion for previous customers and not part of a compensation program. BYD holds a 20% stake in Rever Automotive.

The issue gained governmental attention this month after Rever made significant price cuts to its cars, up to 340,000 baht ($9,400) for some models, prompting complaints from earlier BYD EV buyers.

Prime Minister Srettha Thavisin has requested BYD CEO Wang Chuanfu to ensure the protection of Thai consumers, to which Wang assured the premier that future pricing would be appropriate.

Shenzhen-listed BYD is part of a wave of Chinese automakers investing over $1.44 billion to establish new EV factories in Thailand, supported by government subsidies and tax incentives. Other pledged investments include $285 million from Changan Auto.

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