Thonburi Phanich enhances the Motorsport experience by developing a Thai F1 Community, pushing Mercedes-Benz into a full-fledged speed lifestyle.
Mr. Paphon Viriyapanich, Chairman of Thonburi Phanich Co., Ltd., said the company has pioneered Mercedes-Benz assembly and dealership for more than 85 years, operating four branches across Bangkok. Recently, they have elevated their Motorsport Experience strategy into a lifestyle platform.
They built a Thai Formula 1 community to connect customers with Mercedes-Benz’s performance DNA. Recently, they organized the event FINAL PIT ON STAGE AT CENTRAL CHIDLOM PRESENTED BY THONBURI PHANICH – Japanese Grand Prix Experience, which attracted over 700 participants, marking a notable case study in elevating the experience.
This move reflects a new direction in the premium automotive business, which no longer competes solely on products but also on experiences and communities—especially among high-end customers who value emotional connection and brand affinity more deeply.
A key highlight of the event was the Mercedes-Benz F1 Collection zone, which received enthusiastic response, reflecting the growing trend of Motorsport as a Lifestyle. This is particularly prominent among younger audiences who see F1 not just as a sport but as part of fashion, identity, and social media content.
Overall, the event demonstrated the clear shift of Thailand’s motorsport market from a niche to a mainstream lifestyle. It attracted new-generation F1 fans, influencers, and premium customers, creating an ecosystem that integrates Sport, Content, Community, and Commerce.
Mr. Paphon added that Motorsport is the DNA of Mercedes-Benz, and today Formula 1 is becoming a lifestyle for young people. Thonburi Phanich aims to continuously build platforms connecting customers with the world of F1. Their ongoing involvement in Motorsport Lifestyle spaces is repositioning the company from a car dealer to a clear Motorsport Lifestyle Enabler, with a long-term goal to become top-of-mind when F1 is mentioned in Thailand.
With over 85 years of experience in the Thai market, Thonburi Phanich reflects the transition of the modern automotive industry—from being a Mercedes-Benz dealer to becoming a tangible creator of experiences, culture, and communities.
The company emphasizes developing Lifestyle Communities in multiple dimensions, including Motorsport, Wellness Lifestyle, and Sport Activity, to connect the brand with customers’ lifestyles in the long term. Meanwhile, Thonburi Phanich continues expanding customer reach through four showroom and service centers—Lumphini, Ngamwongwan, Ratchadamnoen, and Bang Phlat branches—to support premium car market growth and evolve into a future hub for Lifestyle Communities.