Chinese automaker DFSK is intensifying its push into Southeast Asia by rolling out new energy vehicles tailored for right-hand-drive (RHD) markets.
The company has identified Thailand and Indonesia as central to its regional strategy, aiming to leverage their automotive ecosystems to strengthen its foothold in the region.
DFSK president Amy Gong emphasised Thailand’s importance, describing it as both a consumer market and a regional export hub.
“DFSK’s manufacturing and export strategy for Thailand and Indonesia focuses on flexibility, local partnerships and utilising these countries as hubs for RHD markets,” she said.
Ms Gong noted that Thailand’s strong automotive infrastructure and supply chains make it a critical location for Chinese manufacturers, not only for domestic sales but also as a base for reaching other right-hand-drive countries.
TIE-UPS OVER FACTORIES
In Thailand, DFSK is in talks with a new partner to serve as its authorised dealer.
This partner will be responsible for strengthening the brand by building consumer trust, managing sales, and overseeing service and spare parts.
Despite its growing presence, DFSK has clarified that it has no immediate plans to build a factory in Thailand. Instead, the company is focusing on partnerships and customer service to establish credibility in the market.
Joe Zhou, deputy general manager overseeing sales and service, highlighted Thailand’s potential for affordable, mass-market vehicles.
He explained that DFSK is particularly interested in plug-in hybrid electric vehicles (PHEVs), which he believes are well suited for Thai consumers transitioning from traditional internal combustion engines to fully electric mobility.
“PHEVs are a good solution for Thai customers who want to try electric mobility technology, as cars powered by petrol ease concerns over long-distance travel,” Mr Zhou said.
Competition in Thailand’s new energy vehicle sector is fierce, with Chinese automakers dominating the market. However, DFSK remains confident, focusing on quality and technology to support customers’ daily lifestyles.
Mr Zhou welcomed the influx of Chinese competitors, noting that it would help expand the EV ecosystem, increase charging infrastructure, and provide consumers with more choice.
INDONESIA SCALES UP EVS
Indonesia represents a different strategy for DFSK, allowing the company to expand its vehicle production.
The company has operated a manufacturing facility there for more than a decade and now plans to scale up investment specifically for EV production and local supply chain development.
This long-term presence gives DFSK a strong foundation to expand its EV offerings in the Indonesian market, which is rapidly embracing electrification.
SUCCESS OF ES SERIES
DFSK’s ES model series has already achieved global success, with more than 100,000 units sold worldwide.
Building on this momentum, the company recently unveiled the ES Plus model at the 2026 International Automotive & Supply Chains Expo in Hong Kong.
The premium plug-in hybrid SUV, available in either five- or seven-seat configurations, is designed to combine daily electric commuting with long-distance driving, appealing to families and professionals seeking versatility.
SERVICE AND INNOVATION
Beyond vehicles, DFSK is investing heavily in service infrastructure.
The company has developed a global service ecosystem through its Learning Management System, an online platform that trains and upskills mechanics and technicians across multiple countries.
Additionally, its Digital Automotive Service Solutions and AI service network provide rapid technical support across 130 markets and in six languages.
DFSK has assured customers that private information shared through its digital platforms will be protected under data protection laws, reinforcing its commitment to consumer trust and safety.
GLOBAL AMBITIONS
Founded in 2003 as a joint venture between Dongfeng Motor Corporation and Seres Group (formerly Sokon Group), DFSK has steadily expanded its global footprint.
Its latest moves in Thailand and Indonesia underscore the company’s ambition to become a leading player in the Southeast Asian EV market.
By combining strategic partnerships, advanced technology and a focus on customer experience, DFSK is positioning itself not only as a competitor but also as a catalyst for the region’s transition towards sustainable mobility.
