Livanich has laid out its 2026 market plan targeting 650 million baht in sales, promoting three brands—Hi-Kool, Avery Dennison, and Chemical Guy—to capture consumer loyalty without fear of competition from Chinese products entering the market.
Ms. Chalida Vanitchakornpong, Director of Communications and Marketing at Livanich Co., Ltd., the importer and distributor of Hi-Kool window films, stated that in 2026 the window film market is expected to improve after continuous slowdown since the Covid-19 outbreak. The company anticipates a 5% growth in performance, reaching revenues of at least 650 million baht, compared to this year’s growth of about 2%.
The company’s growth strategy for 2026 will focus on launching new products and marketing those introduced this year, such as Avery Dennison’s line of paint protection and car wrap films from the U.S., the official distribution of Chemical Guy car care products, and new window film brands like First Class—a premium ceramic film offering excellent reflective performance—and CM PRO, featuring the latest advanced heat-blocking technology.
Currently, paint protection films are gaining popularity among general consumers. Previously used mainly for luxury and supercars, now vehicles priced around one million baht are increasingly being wrapped to prevent scratches. This expansion has grown the market to about 500-600 million baht. The company plans to focus on raising awareness of Avery Dennison to increase sales, which currently stand at about 10 million baht, with a 2-3 year target to reach 500 million baht by focusing on consumer recognition.
Regarding Chemical Guy car care products, previous distributors did not actively market the brand, but still built a substantial customer base. Since Livanich signed an official distribution agreement, it has formed a marketing team to promote these products seriously. Additionally, the company plans to introduce new products targeting the high-end market segment, which is less affected by the economy, as well as mid-range options to suit customer purchasing power and compete on price.
"Our 2026 marketing approach will emphasize new product launches and expanding sales channels, such as car detailing shops beyond traditional auto accessory outlets. Brand building and awareness efforts will focus on billboards, TV ads, influencers, presenters, and consumer outreach to foster brand trust, since 70-80% of Thai consumers still prioritize purchasing from trusted brands," she said.
In 2025, the overall automotive window film market was impacted by a slowdown in car sales due to stricter lending by financial institutions. New car sales fell by 27%, especially pickup trucks, which dropped by 40%, affecting window film demand as well. The total automotive window film market is now valued at about 2 billion baht, down from a previous high of 2.4 billion baht, with Livanich holding approximately a 30% market share.
"This year’s automotive market has been challenging, with vehicle sales dropping 26% from January to October compared to last year. Fewer cars sold mean a shrinking window film market, especially in the commercial vehicle segment, affected by economic difficulties, high non-performing loans, and tighter financing," she explained.
As for Chinese window film products currently entering the market, the company has not been affected because consumers trust the Hi-Kool brand. The company’s brand-building and communication efforts focus on product quality, performance, a 7-year warranty, and using presenter DJ Petchja to enhance brand recognition effectively.
Mr. Patipol Vanitchakornpong, Director and Sales Manager, said that beyond the domestic market, the company also markets window film products in neighboring countries including Laos, Cambodia, Vietnam, and Myanmar. Myanmar is showing strong sales growth.
In Laos, the market remains stable but faces challenges from numerous Chinese products and counterfeit goods. In Vietnam, the company recently signed a major distributor contract with a real estate and car dealership firm, expecting increased sales next year. The company also plans to expand into Dubai, United Arab Emirates, due to existing customers purchasing its products for resale there.
Regarding participation in Motor Expo 2025, the company received positive feedback, expecting to sell window films for 350 cars—an increase of 10% over last year, exceeding projections. The company’s focus at the expo is not primarily on sales but on brand building and raising awareness of its product lines.