Honda aims to sell 76,000 vehicles in Thailand in 2026, upgrading its brand with a new H mark logo, new car models, and new technology, while committing to customer care at every touchpoint through comprehensive after-sales services.
On 13 Feb 2026 GMT+7, Mr. Koji Iwanami, President and CEO of Honda Automobile (Thailand) Co., Ltd., said that despite economic challenges, Honda continues to earn the trust of Thai consumers, recording total vehicle sales of 74,044 units in 2025 (including Honda's multi-purpose vehicles), ranking second in the market.
Additionally, Honda holds an 18% market share in passenger cars and sold 55,495 electric vehicles (xEV) in the automotive market, capturing around 20% market share. Most sales came from the e:HEV - The EXCITING Hybrid lineup. Honda also leads in three main passenger car segments:
- City Hatchback in the B-ECO & B-Hatchback segment with sales of 16,690 units (34.1% market share in B-ECO & B-Hatchback segment).
- Civic in the Compact Car segment with sales of 11,751 units (33.1% market share in Compact Car segment).
- HR-V e:HEV in the M-SUV segment with sales of 25,240 units (30.7% market share in M-SUV segment).
For 2026, Honda forecasts the total Thai automotive market sales at 630,000 units and sets a target of 76,000 units for Honda. This year, Honda plans to excite the market with three strategies:
1. Elevating brand image by updating the H mark logo. Honda is entering a new era by officially adopting the latest H mark design to represent the modern identity of its automotive business in all dimensions. The plan includes applying the logo across electric vehicles (EV) and hybrid vehicles (HEV) in key models.
This also covers various customer touchpoints that create experiences, including showrooms, service centers, marketing communications, and motorsport events. Moreover, Honda aims to strengthen its dynamic image through the Honda Brand Story, creatively conveying brand values to better connect with customers.
2. Expanding its lineup across multiple segments, covering xEV vehicles including hybrids (e:HEV) and electric vehicles (EV). In 2026, Honda is set to create excitement by introducing at least four new models that meet diverse needs in various segments, including hybrids and EVs, and plans to surprise the market with models not previously offered in Thailand.
The return of the Honda STEP WGN e:HEV SPADA exemplifies such a surprise, bringing back a beloved and eagerly awaited model to genuinely meet the desires of Thai customers.
Additionally, Honda announced it will maintain the prices of all vehicle models until 6 April 2026 GMT+7, offering special campaigns to make it easier for customers to own a Honda. After this date, Honda will focus on efficient cost management alongside delivering superior value to remain a standout and worthwhile choice in any market condition.
3. Driving innovation to enhance driving experiences and organizational capabilities. Honda is committed to delivering world-class automotive technology to elevate every journey by introducing new technologies through upcoming product launches in Thailand.
Examples include next-generation full hybrid drive systems, S+ Shift driving technology, and advanced safety technologies. Honda also plans to incorporate artificial intelligence (AI) to enhance business processes in manufacturing and sales.
This year, Honda will continue collaborating with Thai Honda to present the most comprehensive range of products and technologies, reinforcing the brand's strength in the Thai market. Honda plans to unveil and showcase new electric vehicle models at the event.
Honda remains committed to creating quality products that deliver happiness and confidence throughout ownership, supported by a network of over 221 showrooms and service centers nationwide, serving as a trusted companion on every journey sustainably.
Furthermore, Honda will keep vehicle prices stable for all models until 6 April 2026 GMT+7, despite new excise tax restructuring. It will offer a special campaign called Honda Pro Surprise, locking prices with added benefits up to 85,000 baht, 0% interest, or affordable installments starting at 2,500 baht per month for up to 84 months, for bookings from 1 Feb 2026 to 6 April 2026 and deliveries by 10 April 2026.