Ploenchit Panich has launched LUKAS, a Thai electric motorcycle brand, aiming to captivate riders with a modern image and excellent performance, targeting sales of about 300-500 units per month.
Mom Rajawongse Sasiphan Chantratat, Executive Director and Founder of Ploenchit Panich Co., Ltd., the distributor of electric motorcycles under the LUKAS brand, said the electric motorcycle market in Thailand is at the beginning of its growth, with high potential as Thailand is among the countries with the highest motorcycle usage worldwide.
Although the transition from fuel motorcycles to electric motorcycles has been slower compared to electric cars, which clearly began shifting around mid-2025, Thailand currently has over 23 million registered motorcycles and is one of the world's leading motorcycle manufacturers.
However, in 2026, new registrations of electric motorcycles accounted for only about 1.3% of all new motorcycle registrations, totaling around 25,000 units annually, with a continuous and rapid growth trend. From an investor or entrepreneur perspective, the electric motorcycle business is still in its early stages with promising long-term growth potential.
Especially targeting delivery riders and urban users, the company aims for sales of approximately 300-500 units monthly and has partnered with leading financial institutions to offer consumer loans to interested buyers.
LUKAS was created through a partnership between two leading companies: Ploenchit Panich Co., Ltd. and Shanghai Launch Design Group, which possesses expertise across all areas covering every stage from research and development, product design, component selection, importation, to assembly.
Including product quality testing, Ploenchit Panich Co., Ltd. co-developed the product and is the exclusive distributor in Thailand, responsible for distribution, marketing strategy, and building the LUKAS brand in Thailand and the ASEAN market.
Mom Rajawongse Sasinan Chantratat, CEO of Ploenchit Panich Co., Ltd., added that their marketing strategy will have clear phases, starting with building buzz and teasers before the product launch, using comprehensive public relations and marketing to broadly reach target groups both online and offline, focusing communication across all social media platforms.
They also collaborate with KOL groups to generate interest and strengthen purchase decisions. Offline, the company plans to create direct experiences for target groups through continuous nationwide roadshow events throughout the year.
Beyond marketing communication, the company has systematically planned dealer support, including zoning layouts to provide wide-reaching delivery points and after-sales service, preparing sales promotion tools, an online spare parts ordering and stock management system, promotions, and financing services to fully support dealers' sales.
Mr. Wang Xun, Chairman of Shanghai Launch Design, said that as a Chinese company, they have over two decades of expertise in automotive research and development, offering comprehensive global services from design to electric vehicle R&D, trusted by leading car brands worldwide.
This marks an important step for the company to seriously develop electric motorcycles for market introduction. They are confident that partnering with Ploenchit Panich, which has strong national business and financial capabilities, will create new phenomena in Thailand's and ASEAN's electric motorcycle markets.
Therefore, with the professional expertise of both companies, the LUKAS electric motorcycle brand is expected to increasingly win over electric motorcycle enthusiasts with its luxurious and sleek design, excellent performance, and affordable pricing.
The LUKAS K-Series electric motorcycles consist of two main models sharing the same DNA, featuring distinctive dual round headlights symbolizing 'Light Your Future.' They offer advanced riding performance using high-quality battery technology comparable to top electric cars, designed with removable batteries for condominium residents, and intelligent technology fulfilling comprehensive usage needs. Currently, there are two models: LUKAS K1 and LUKAS K2.
The LUKAS K1 standard model has a 2000W motor, targeting customers seeking maximum value. The premium LUKAS K2 model delivers full power and performance with a 3000W motor and Fast Charging capability, allowing the battery to charge from 30% to 80% in just one hour.