Nissan Motor Thailand remains committed to introducing its best-selling Leaf electric vehicle (EV) in the Thai market some time this year, even though the market remains weak and the infrastructure undeveloped.
Japan's Nissan Motor Co plans to begin selling the Leaf in seven markets in Asia and Oceania, including Thailand, during its fiscal 2018, which began last month. The company has yet to announce a timeline for any of the countries.
President Antoine Barthes said Thai customers need to be educated about the shift from internal combustion engines to EVs.
Nissan showcased its new-generation Leaf at the Thailand International Motor Expo last year, but the company has no plan to introduce that model for a test drive in the local market.
E-Power, Nissan's latest eco-friendly technology, was exhibited at the same event, offering a smaller battery than a gasoline engine, similar to a hybrid EV.
Mr Barthes said Nissan has yet to see further readiness in the local market's EV charging infrastructure, and the company wants to first make sure that Thai motorists are ready to rely on a Leaf for their everyday life.
Moreover, Nissan recently asked Frost & Sullivan to conduct research into the future of EVs in Southeast Asia. In Thailand, 44% of 300 respondents said they would undoubtedly consider EVs when making their next purchase decision.
In the research, the Philippines had the highest rate of interest at 46%; Indonesia came in third with 41%. The average rate in Southeast Asia was 37% who would consider an EV as their next car purchase.
"The survey is a part of Nissan's study, but it cannot be a general indicator that the overall market is ready for EVs," Mr Barthes said. "Nissan has 10 months left, but we do not compromise on our commitment despite the intangible market, and the Leaf will be introduced this fiscal year, as we believe that the EV is a game-changer in the auto market."
Global customers bought 54,451 Nissan Leafs in fiscal 2017, a 15% increase from 47,423 a year earlier. Nissan has sold more than 320,000 Leafs in 51 countries.
Nissan expects to sell 1 million electrified vehicles globally -- either 100% EV or E-Power -- each year by fiscal 2022, as part of the "M.O.V.E. to 2022" midterm plan.
In Thailand, Nissan has set an ambitious target to achieve a double-digit market share by fiscal 2020. The brand had anticipated a higher market share for several years, but Nissan has yet to successfully hits its targets.
Nissan had a 6.9% market share in fiscal 2017 and sold 62,300 cars, up 41% from 44,300 the year before. That market share was good for fifth place in Thailand, after Toyota, Isuzu, Honda and Mitsubishi.
Mr Barthes said Nissan aims to move up to fourth place when it achieves a double-digit market share in 2020.
Nissan expects 5% growth in overall sales in fiscal 2018, in line with a forecast of 950,000 units sold in the entire car market.
In addition, Nissan predicts an increase of 23% in its car output in fiscal 2018 at two plants in Samut Prakan that made 134,000 cars in 2017.
At present, Nissan's manufacturing in Thailand has an annual production capacity of 295,000 vehicles.
Of that, Nissan can produce 220,000 passenger cars. The remaining 75,000 vehicles are pickup trucks.