Primus Group Sets New Record as EV Market Surges, Achieving Highest Booking Volume at Motor Show 2026
8 April 2026: Primus Group has achieved remarkable success and set a new record amid the rapid growth of the EV market, securing the highest booking volume of 1,649 vehicles and winning multiple outstanding awards at the Bangkok International Motor Show 2026 (BIMS 2026). This achievement reflects the strength of the automotive dealership business under TOAVH.
Nattavuth Tangkaravakoon, Chairman of Primus Group and TOA Venture Holding, stated that Primus Group, one of Thailand’s leading automotive dealer groups, achieved outstanding success by recording its highest-ever booking volume of 1,649 vehicles. The Group participated in the event with five leading automotive brands: Mercedes-Benz, Zeekr, MG, Deepal, and Aion at Bangkok International Motor Show 2026 (BIMS 2026), held recently at IMPACT Muang Thong Thani.
In addition, companies under Primus Group received several prestigious awards. ZEEKR PRIMUS won the No. 1 highest booking volume award in Bangkok and surrounding areas, while MG PRIMUS received the No. 2 highest booking volume award. DEEPAL PRIMUS also won the No. 1 highest booking volume award for the new S07 model, along with sales consultant awards, marketing awards, and many other honors.
This success was driven by strong support from the principal companies of all five brands, which continue to place great importance on the Thai automotive market. New vehicle models were introduced with attractive pricing and strong value propositions, together with compelling sales promotion campaigns. At the same time, global oil price volatility and the continued upward trend in fuel prices have encouraged more consumers to consider electric vehicles.
In particular, Chinese automotive brands accounted for more than 50% of total bookings at BIMS 2026, reflecting the growing demand among Thai consumers and the increasingly important role of electric vehicles in the future of Thailand’s automotive industry.
This strong performance also aligns with Primus Group’s business vision of building partnerships with high-potential brands that offer modern, diverse products capable of meeting the needs of Thai consumers. Combined with the Group’s core Customer Centric approach, which focuses on providing comprehensive luxury services and creating exceptional customer experiences beyond expectations, these factors have contributed to Primus Group’s rapid and sustainable growth.
Mr. Nattavuth added that Primus Group remains committed to further strengthening its organizational capabilities through network expansion, effective management, and the continuous enhancement of personnel and service standards. The Group aims to deliver high-quality experiences and create the highest level of customer satisfaction for customers across all segments, while setting new standards of premium service as a leading automotive dealer group in Thailand.
Jiraphon Rujiviphat, Managing Director of Primus Group, stated that BIMS 2026, held at IMPACT Muang Thong Thani, was an international motor show that received strong interest from Thai consumers. This year, total vehicle bookings at the event reached 132,951 units, representing a growth of 71.8% compared with the previous year, clearly reflecting consumer purchasing power and the recovery of Thailand’s automotive market.
At BIMS 2026, Primus Group delivered outstanding performance by setting a new historic record with 1,649 vehicle bookings. The Group also received awards for the highest vehicle booking volume, both overall and by vehicle model category, covering corporate and individual levels, as well as excellence in marketing awards and master awards from BIMS 2026. These achievements reflect the overall strength and operational capabilities of the organization.
“This achievement demonstrates the capability of our team across every function, from strategic planning and dealer network management to every stage of the sales and after-sales service process. Primus Group will continue to focus on improving efficiency and enhancing management standards in order to build customer confidence, deliver the best possible experience, and continuously raise the quality of our service standards,” Mr. Jiraphon said.