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In 2023, Honda had the highest market share based on the registration volume of motorcycles in Thailand, amounting to percent. For the past years, motorcycle sales in Thailand were dominated by Japanese manufacturers Honda and Yamaha. 

Honda’s way to market leadership in Thailand

While Yamaha and Kawasaki were Thailand’s market leaders until the end of the 1980s, A.P. Honda surpassed its competitors’ market share in 1989 with the two-stroke motorcycle Nova. Thailand’s financial crisis in 1997 brought another push to the sales of Honda’s fuel-saving and, therefore, more economical, newly released four-stroke models, Dream and Wave. Until the present day, the Honda Wave 110i is the most popular motorcycle in Thailand. In 2021, A.P. Honda, Thai Honda Manufacturing, and the shareholding company HPD amalgamated into a new company named Thai Honda Manufacturing Co. Ltd.

The current market leader in Thailand

For the 35th year in a row, Thai Honda has retained its position as the leading manufacturer and distributor of motorcycles with the highest market share in Thailand. Despite disruptions since 2020, such as supply chain issues due to the COVID-19 pandemic, the company could manage to recover Honda’s sales volume of motorcycles in Thailand to pre-pandemic levels.