Land Rover, represented by Inchcape (Thailand), is prepared for the new excise tax on vehicles that has caused prices to surge by 10%, with expected sales declines of 5-10% across the market.
On 19 Feb 2026 GMT+7, Mr. Chanchai Mahantakhun, Managing Director of Inchcape (Thailand) Co., Ltd., stated that they are the sole official importer and distributor of Jaguar and Land Rover vehicles in Thailand. This year, 2026, marks their 10th anniversary of business operations in the country.
Regarding the excise tax structure adjustment, the increased tax raises prices of imported Plug-in Hybrid vehicles priced between 5-6 million baht by another 10%, impacting premium imported cars as well. For Land Rover, this is expected to reduce sales by 5-10% this year, with a target to maintain sales close to last year's level, around 140-150 units.
However, we see this tax increase as detrimental to all parties—the consumers who must pay more and the government that may collect less tax if overall sales decline due to reduced purchasing power. After 1 Jan 2026, the tax rose by 15%, and by 2030, it will increase to 20%. Without adjustments, the impact in Q2 this year will be significant. Additionally, the arrival of luxury electric vehicle brands from China is clearly taking market share from European cars, reflecting a global trend.
Furthermore, the company is studying plans to expand its dealership and service network by opening one more showroom to enhance customer care and accommodate brand growth. Currently, Inchcape operates two showrooms at Siam Paragon and Rama IV, and also plans to enter the classic car market segment, a unique part of the brand with business units abroad.
Mr. Chanchai said the Defender 110 Trophy Edition is specially designed with adventure accessories, making it the perfect companion for every journey. It offers two exclusive body colors:
Deep Sandglow Yellow, an amber yellow reinterpreted in a modern style reflecting the historic Trophy racing identity, and Keswick Green, a dark green
evoking exploration of the British countryside, the birthplace of Defender. The exterior features gloss black highlights on key points such as the hood, lower body panels, and brake calipers to enhance a bold and distinctive look. The rear tow hook is also gloss black, symbolizing off-road capability and readiness for rugged terrain.
Additionally, the vehicle is adorned with Trophy decals on the hood, C-pillar graphics, and a Trophy badge at the rear to emphasize its special edition status. For challenging off-road driving, it features aggressive new 20-inch gloss black alloy wheels paired with all-terrain tires for superior grip, a dark rear skid plate, gloss black wheel arch protectors, and a front underbody skid plate.
The exterior is further equipped with adventure accessories such as an Expedition Roof Rack, foldable black roof side steps, and gloss black side storage bins suitable for muddy, wet, or sandy gear. Classic front and rear mud flaps and a raised air intake help filter dust. Inside, the cabin is finely detailed with a Trophy-engraved scuff plate,
enhanced ambient lighting for a premium feel, Ebony Windsor high-quality leather seats offering softness and durability, three-zone climate control, air purification system with air quality sensors, ClearSight digital rearview mirror, Head-up Display, electrically adjustable steering wheel, panoramic sliding roof, console cooler compartment, Matrix LED headlights with Daytime Running Lights (DRL), driver fatigue detection, and wheel theft deterrent devices.
The Land Rover Defender 110 Trophy Edition officially launched in Thailand at 7,799,000 baht, aimed at customers seeking a vehicle that truly reflects the spirit of adventure. It boasts powerful performance combined with advanced four-wheel drive technology, ensuring confidence on all terrains and landscapes.
The package includes Defender Care for five years, covering warranty, scheduled maintenance, and 24-hour roadside assistance, providing peace of mind throughout ownership. The edition is limited to just 10 units in Thailand for those ready to embark on valuable journeys and own a vehicle imbued with the true spirit of exploration.
Meanwhile, The New Defender MY26 has officially gone on sale in Thailand, featuring the latest exterior colors: Borasco Grey, a sparkling metallic grey inspired by silver ore from an ancient California mine, representing Defender's power and distinctiveness; and Woolstone Green, a deep green reflecting the natural beauty of the United Kingdom.
The exterior design has been refreshed with many details, including the Squircles-shaped hood panel symbolizing strength, new headlamp shapes with glowing rings, a new black Land Rover Oval badge, redesigned lower bumper, and darkened taillights, perfectly blending a rugged and contemporary image.
Inside, the cabin features a 13.1-inch infotainment touchscreen, a new ergonomically positioned gear selector, and intelligent safety systems such as a Driver Attention Monitor to enhance confidence on every journey.