For seven decades, Southeast Asia was Japanese car territory. Toyota, Honda, Nissan, Mitsubishi, and Isuzu built factories, cultivated dealer networks, and financed buyers across the region. Their market share reflected this. As recently as 2022, Japanese brands accounted for well over 80% of new car sales across Thailand, Indonesia, and Malaysia.
That share is now contracting quickly. Sales of Chinese-branded vehicles in Southeast Asia’s four main markets, Indonesia, Malaysia, Thailand, and the Philippines, rose by over 58% in the first quarter of 2025 to 67,558 units. Chinese brands now account for over 10% of total vehicle sales across those markets, up from 6% a year earlier. In Thailand specifically, the region’s largest and most EV-forward market, Chinese brands reached 22% market share in 2025. Among pure-electric vehicles, they dominate entirely. In Malaysia, Chinese EVs held 35% of pure-EV sales in the first half of 2025. In Indonesia, Chinese brands grew by 161% in Q1 2025 to reach 10% of the total market, up from under 4% a year earlier.
This guide covers every significant Chinese brand currently active in Southeast Asia; what it sells, which countries it operates in, whether it has local manufacturing, and how it is positioned. It is updated as of March 2026.
Chinese brand market share — Southeast Asia’s main markets, Q1 2025
| Country | Chinese brand share (total market) | Chinese brand share (EVs only) | Top Chinese brand | Q1 2025 YoY growth |
| Thailand | ~22% | ~90%+ | BYD | +27% |
| Indonesia | ~10% | ~93% | BYD / Wuling | +161% |
| Malaysia | ~8% (excl. Proton/Geely) | ~35% | Chery | +50% |
| Philippines | ~5% (growing) | ~60%+ | BYD | ~+3,700% |
| Vietnam | ~5–8% | Dominated by VinFast | MG / Chery | Growing |
| Singapore | ~6% | Growing | BYD / MG | Growing |
Sources: Just Auto, PwC ASEAN Automotive Centre, 36Kr Global, August 2025. EV share figures are estimates; total market shares are approximate. Philippines YoY growth reflects near-zero 2024 base.
Only 32% of Southeast Asian car buyers choose based on brand familiarity. Quality (62%), performance (57%), and price (54%) are the top three deciding factors. — Deloitte Consumer Survey
The Brands — Brand by Brand
BYD
BYD is the dominant Chinese brand in Southeast Asia by volume and by investment. In Q1 2025, it sold 24,569 units across the region, more than any other Chinese brand, with its sales more than doubling year-on-year. Thailand is its largest market (11,140 units in Q1 2025), followed by Indonesia (8,820), the Philippines (2,210), and Malaysia (2,397).
BYD opened its first manufacturing plant outside China in Rayong, Thailand, in July 2024 — a ¥6 billion ($900 million) facility in Thailand’s Eastern Economic Corridor with an annual capacity of 150,000 vehicles. A second plant in Indonesia is under construction, with a $1 billion investment commitment and 150,000-unit annual capacity, scheduled for completion in 2026. Vietnam is widely expected to be next, though BYD has not officially confirmed timing.
BYD — key models in Southeast Asia
| Model | Type | Markets | Notes |
| Atto 3 | Compact SUV BEV | TH, ID, MY, PH, SG | Flagship volume model; Euro NCAP 5-star |
| Seal | Mid sedan BEV | TH, ID, MY, SG | Main Tesla Model 3 rival in region |
| Dolphin | Hatchback BEV | TH, ID, MY, PH | Entry-level volume driver |
| M6 (Sealion 7) | Large SUV BEV | TH, ID | Star of GIIAS 2024; strong MPV competition |
| Sealion 6 DM-i | Mid SUV PHEV | TH, MY | PHEV entry; targets Innova replacement buyers |
| Song Max | MPV BEV/PHEV | TH | Large family MPV targeting Alphard segment |
| Denza D9 | Luxury MPV BEV/PHEV | TH, ID | Premium sub-brand; rival to Lexus LM |
TH = Thailand, ID = Indonesia, MY = Malaysia, PH = Philippines, SG = Singapore, VN = Vietnam
Chery (Omoda, Jaecoo, and Tiggo)
Chery is the second-largest Chinese brand in Southeast Asia and the most complex. It sells under four brand names simultaneously: Chery (traditional ICE models), Omoda (premium crossovers), Jaecoo (lifestyle off-road crossovers), and Tiggo (mainstream SUVs). Its largest Southeast Asian market is Malaysia, where it sold 6,826 units in Q1 2025, more than half its regional total, followed by Indonesia (4,554) and Thailand. Chery has been operating in Malaysia since 2022, where its market knowledge and dealer network give it a significant first-mover advantage over newer entrants.
In Vietnam, Chery is making its largest single regional investment: a $800 million joint-venture factory with Vietnamese conglomerate Geleximco in the coastal province of Thai Binh, targeting 200,000 EVs annually. Production is under the Omoda & Jaecoo brand. Chery also has manufacturing operations in Thailand through the EV 3.5 program.
Chery Group — key models in Southeast Asia
| Model | Brand | Markets | Notes |
| Omoda 5 | Omoda | TH, ID, MY, PH, VN | Premium compact crossover; Chery’s main volume EV export |
| Omoda E5 | Omoda | TH, MY, VN | Pure-electric variant of the Omoda 5 |
| Jaecoo 7 | Jaecoo | TH, MY | Lifestyle SUV; off-road styling, ICE and hybrid options |
| Tiggo 7 Pro | Chery | MY, VN, PH | Established ICE SUV; Chery’s longest-selling SEA model |
| Tiggo 8 Pro | Chery | MY, VN | Seven-seat family SUV |
SAIC Motor / MG
MG, the British sports car brand acquired by SAIC Motor in 2011, is the most internationally recognized Chinese car brand in Southeast Asia, largely because it does not present itself as Chinese in its marketing. The MG badge carries inherited British heritage, reducing the brand-unfamiliarity barrier for buyers in markets where Japanese dominance has made Chinese brands harder to sell. SAIC/MG sold 4,760 units in Thailand in Q1 2025 and operates across all six major Southeast Asian markets.
SAIC has established manufacturing in Thailand under the EV 3.5 program. The company also has a longstanding factory in Thailand for ICE models and is investing to expand into EV production locally. MG’s presence in Malaysia, Vietnam, and the Philippines is dealer-distributed from Thai-built CBU units.
MG — key models in Southeast Asia
| Model | Type | Markets | Notes |
| MG ZS EV | Compact SUV BEV | All 6 markets | Most widely distributed Chinese EV in SEA |
| MG4 Electric | Hatchback BEV | TH, MY, SG, VN | Euro NCAP 5-star; strong in premium-leaning markets |
| MG HS | Mid SUV ICE/PHEV | All 6 markets | Highest-volume ICE model; entry-level family SUV |
| MG5 Electric | Sedan BEV | TH, MY, VN | Entry-level EV sedan |
| MG Cyberster | Sports BEV | TH, SG | Halo model; limited volumes but strong brand-building |
GAC Aion
GAC Aion, the pure-electric sub-brand of state-owned Guangzhou Automobile Group, is the fourth-largest Chinese brand in Thailand and is rapidly scaling into Indonesia. It sold 3,091 units in Thailand in Q1 2025 and is building a second Southeast Asian factory in Indonesia, in partnership with local conglomerate Indomobi. Aion also operates a factory in Thailand. Its models are firmly positioned in the value-for-money bracket. The Aion Y Plus, in particular, has become a default recommendation for buyers in Thailand seeking a practical family EV at a competitive price.
Aion’s parent brand, GAC Trumpchi, also sells in some Southeast Asian markets, primarily in Thailand, but Aion is the primary export vehicle for GAC’s international ambitions.
GAC Aion — key models in Southeast Asia
| Model | Type | Markets | Notes |
| Aion Y Plus | Compact SUV BEV | TH, ID, MY | Flagship volume model; one of Thailand’s top-selling Chinese EVs |
| Aion V | Mid SUV BEV | TH, ID | Mid-size seven-seater EV SUV |
| Aion S | Mid sedan BEV | TH | Sedan for taxi and ride-hail fleets; strong in Bangkok |
Wuling (SAIC-GM-Wuling)
Wuling is the wildcard of Chinese brands in Southeast Asia. Technically a joint venture between SAIC Motor, General Motors, and Liuzhou Wuling Motors, it presents itself and is perceived as a Chinese brand in international markets. Its strength is Indonesia, where it has had a manufacturing presence since 2015 through a GM-era factory, and where its affordable small cars and MPVs have built genuine brand recognition over the past decade. It sold 4,882 units in Indonesia in Q1 2025, making it the second-largest Chinese brand in the country after BYD.
Wuling began Thai assembly of the Binguo EV in June 2025, using batteries manufactured locally by NV Gotion, making it one of the first Chinese brands to establish not just vehicle assembly but battery production in Thailand. The Air EV remains its most recognized model in Indonesia, where it became a common sight on Jakarta streets and laid the groundwork for Wuling’s EV transition.
Wuling — key models in Southeast Asia
| Model | Type | Markets | Notes |
| Binguo EV | Small hatchback BEV | TH, ID | Thai-assembled from June 2025; CCS2 charging; ~25% EV market share in Thailand |
| Air EV | Small hatchback BEV | ID, TH | Indonesia’s first affordable mass-market EV; foundational model |
| Almaz (Baojun 530) | Mid SUV ICE/HEV | ID | Hybrid variant launched 2022; established ICE volume driver |
| Cloud EV | Compact crossover BEV | ID, TH | Launched 2024; premium step above Air EV |
Great Wall Motor (Haval, Ora, and Tank)
Great Wall Motor entered Thailand more decisively than almost any other Chinese brand. In 2020, it acquired a conventional auto factory from General Motors in Rayong and spent 22.6 billion baht converting it to produce hybrids and EVs. The first hybrids rolled off the line in 2021, and EVs followed in 2024. The 80,000-unit-per-year factory now serves as Great Wall’s key production base for right-hand-drive vehicles across Southeast Asia.
Great Wall operates three distinct brands in the region: Haval (mainstream SUVs), Ora (affordable EVs), and Tank (premium off-road). The Haval H6 Hybrid has been particularly successful in Thailand, where it competes directly with Japanese hybrid SUVs at a lower price point. The Ora Good Cat (also called the Ora 03) is being locally assembled in Indonesia at the Inchcape factory in Bogor from mid-2025 onwards, competing with the Wuling Binguo, BYD Atto 3, and Aion Y Plus.
Great Wall Motor — key models in Southeast Asia
| Model | Brand | Markets | Notes |
| Haval H6 HEV/PHEV | Haval | TH, MY, SG | Thai-built; strongest-selling Great Wall model in SEA |
| Ora Good Cat / Ora 03 | Ora | TH, ID, MY | Retro-styled small EV; local assembly in Indonesia from 2025 |
| Tank 300 HEV | Tank | TH, MY | Premium off-road SUV; Land Rover Defender alternative |
| Haval Jolion HEV | Haval | TH, MY | Compact hybrid SUV; entry to the Haval lineup |
Changan (Deepal)
Changan is one of China’s largest state-owned automakers and one of the more recent entrants to Southeast Asia, operating primarily in Thailand under the EV 3.5 program. It began factory operations in Thailand in 2025, producing for the local and export markets. Changan’s main international sub-brand, Deepal, is the primary product for EV-forward markets, while traditional Changan models (CS55 Plus, CS75 Plus) serve mainstream ICE buyers in markets such as Malaysia and Vietnam.
At the Thailand International Motor Expo 2024, Changan displayed its P201 REEV pickup truck concept, a range-extended electric pickup targeting the dominant Toyota Hilux and Isuzu D-Max segment, which would be a significant product if it reaches the Thai market.
Changan — key models in Southeast Asia
| Model | Type | Markets | Notes |
| Deepal S07 | Mid SUV BEV/EREV | TH | Premium EV sub-brand; Changan’s flagship export product |
| CS55 Plus | Compact SUV ICE | MY, VN, TH | Mainstream family SUV; ICE-only; strong value positioning |
| CS75 Plus | Mid SUV ICE | MY, VN | Larger seven-seat family SUV |
Neta (Hozon Auto)
Neta holds an unusual distinction in Southeast Asia: it opened what it describes as the first 100% EV-dedicated factory in Thailand in early 2024 before BYD’s Rayong plant. In Indonesia, it has signed an assembly agreement with Handal Motor, Chery’s local partner, to assemble EVs from late 2024 onwards. Neta’s products are positioned at the affordable end of the EV market and have found traction in Thailand’s taxi and ride-hail sectors, where total cost of ownership matters more than brand prestige.
Neta’s parent company, Hozon Auto, faced financial difficulties in China in 2025, including reported delays in employee salary payments and production suspensions. This has created uncertainty about the brand’s international investment trajectory, although its Southeast Asian operations have continued.
Neta — key models in Southeast Asia
| Model | Type | Markets | Notes |
| Neta V / V-II | Small SUV BEV | TH, ID, MY | Entry-level EV; popular with taxi operators in Thailand |
| Neta X | Compact SUV BEV | TH, ID | Mid-range crossover EV; shown at Thailand Motor Expo 2024 |
Xpeng
Xpeng has taken a different approach to Southeast Asia from most of its peers. Rather than leading with affordable volume models, it shipped the first batch of 300 right-hand-drive X9 MPVs to the region in February 2025, targeting Thailand as its primary market. The X9 is Xpeng’s flagship, not an entry model. It is a large premium MPV with advanced autonomous driving capability, competing in a segment where the Lexus LM and BYD Denza D9 are the main alternatives. In a further regional commitment, Indonesia became the first country globally where Xpeng implemented local production, with the first locally manufactured X9 delivered to an Indonesian customer in 2025.
Xpeng’s bet is differentiation on software and ADAS rather than price. It is not trying to undercut Japanese brands; it is trying to establish a technology premium. Whether that strategy works in markets where brand recognition is low and consumer price sensitivity is high remains to be seen.
Xpeng — key models in Southeast Asia
| Model | Type | Markets | Notes |
| Xpeng X9 | Large MPV BEV | TH, ID | Right-hand-drive; first locally produced Xpeng outside China (Indonesia) |
| Xpeng G6 | Mid SUV BEV | TH (expected) | European-proven model; potential 2026 SEA expansion |
Geely and the Proton Relationship
Geely’s Southeast Asian story is largely told through Proton, the Malaysian national car brand that Geely acquired a 49.9% stake in during 2017. Proton holds roughly 30% of the Malaysian car market, and many of its current models are right-hand-drive versions of Geely platforms. The Proton X50 is based on the Geely Binyue; the Proton X70 uses the Geely Boyue platform. Malaysian buyers purchasing a Proton are, in most cases, purchasing a Geely-engineered vehicle with local branding and a local dealer network, making it the deepest market penetration of any Chinese automotive group in Southeast Asia.
Separately from Proton, Geely’s own brand has begun entering Southeast Asian markets directly. Zeekr, Geely’s premium EV sub-brand, was displayed at the Thailand International Motor Expo 2024, signaling the brand’s regional ambitions. Geely also established its first overseas subsidiary in Thailand as part of its globalization drive.
Lotus, also owned by Geely, sells its Eletre electric SUV in Singapore and Thailand through official importers, though volumes are limited.
Geely Group — key models in Southeast Asia
| Model / Brand | Type | Markets | Notes |
| Proton X50 (Geely Binyue) | Compact SUV ICE/MHEV | MY (dominant) | One of Malaysia’s top 5 selling cars; sold as Proton |
| Proton X70 (Geely Boyue) | Mid SUV ICE | MY, TH (as Geely) | Malaysia’s best-selling mid-SUV; sold as Geely in Thailand |
| Zeekr 001 | Large fastback BEV | TH (limited) | Premium positioning; officially present Thailand Motor Expo 2024 |
| Lotus Eletre | Large SUV BEV | SG, TH | Ultra-premium; low volumes; brand-building role |
Leapmotor
Leapmotor is the newest significant entrant to Southeast Asia, and it has a structural advantage that no other Chinese brand in the region possesses: a global distribution partnership with Stellantis. Under the agreement, Stellantis handles sales, marketing, and after-sales for Leapmotor vehicles outside China, giving Leapmotor access to Stellantis’s existing dealer networks in Thailand, Malaysia, and beyond without needing to build distribution infrastructure from scratch. This directly addresses the after-sales gap that has limited other Chinese brands.
Leapmotor’s models are positioned at the affordable end of the EV market. The T03 is a compact city car, and the C10 is a mid-size crossover, making them natural competitors for BYD’s Dolphin and the Wuling Binguo.
Leapmotor — key models in Southeast Asia
| Model | Type | Markets | Notes |
| Leapmotor C10 | Mid SUV BEV | TH, MY (via Stellantis) | Stellantis-distributed; strongest SEA proposition |
| Leapmotor T03 | City car BEV | TH (via Stellantis) | Ultra-affordable; city commuter target |
Other Active Brands
The following brands have confirmed sales operations or official presence in at least one Southeast Asian market as of March 2026:
| Brand | Parent | Markets | Notes |
| Avatr | Changan / Huawei / CATL | TH | Luxury EV; present at Thailand Motor Expo 2024; limited distribution |
| Deepal | Changan | TH | Changan’s EV sub-brand; premium positioning |
| Seres / SF Motors | Seres Group | ID | E1 small car assembled by Sokonindo in Indonesia; Seres 3 under consideration |
| JAC Motors | JAC / Volkswagen | MY, VN | Primarily light commercial; some passenger models in Malaysia |
| BAIC | Beijing Automotive | TH (limited) | Presence through select distributors; small volumes |
| Juneyao / Sehol | Juneyao Group / JAC | TH | Present at Thailand Motor Expo 2024 |
| Foton | Foton Motor | TH, ID, PH | Primarily commercial vehicles; limited passenger car presence |
Country by Country — What Each Market Looks Like
Thailand
Thailand is the engine of Chinese automotive expansion in Southeast Asia. It is the region’s second-largest total car market (around 800,000 units annually), and Chinese brands have achieved 22% of total vehicle sales, the highest penetration of any major Southeast Asian market. In pure EVs, Chinese brands account for over 90% of the market.
The Thai government’s EV 3.5 program has been the primary driver: brands that begin local EV production in Thailand by 2027 receive up to a 40% reduction in import duties and reduced excise duties during the ramp-up phase. The result has been the largest concentration of Chinese EV factories anywhere outside China: BYD, Great Wall, GAC Aion, Neta, Changan, and SAIC all have or are building manufacturing operations in or near Rayong.
Among the top ten car-selling companies in Thailand in 2025, five were Chinese: BYD, MG, Great Wall, Changan, and GAC. Japanese brands still lead the overall market. Toyota alone accounts for around a third of total sales, but its EV lineup is thin, and its losses in that segment are accelerating.
Indonesia
Indonesia is Southeast Asia’s largest car market (around 900,000 units annually) and the one where Chinese brands have grown fastest. Q1 2025 growth of 161% took Chinese market share from under 4% to over 10% in twelve months. Approximately half of the Chinese brands active in Indonesia entered the market only in 2024. The government’s national EV program provides tax incentives for locally assembled vehicles, a policy that has driven BYD, Chery, Aion, and Great Wall to commit to Indonesian manufacturing. BYD’s $1 billion Indonesian factory, due in 2026, will be the largest single Chinese automotive investment in the country.
Indonesia’s challenge for Chinese brands is financing. Toyota’s loan approval rate for second-hand vehicles in Indonesia is 85%; Chinese brands average 37%. Without competitive auto finance, which requires deep relationships with local banks and a proven track record of residual value, a significant portion of potential buyers cannot access financing.
Malaysia
Malaysia is the most unusual Southeast Asian market for Chinese brands because the largest Chinese automotive presence is invisible: Proton, which holds around 30% of the Malaysian market, is majority-owned and platform-supplied by Geely. Outside Proton, Chery is the dominant independent Chinese brand; its Omoda and Tiggo models have built genuine dealer networks and brand recognition. Chinese EVs held 35% of pure-EV sales in Malaysia in the first half of 2025, though EVs remain a small fraction of total vehicle sales. The government provides road tax exemptions for locally assembled EVs, creating an incentive for brands to localize production.
Philippines
The Philippines is the earliest-stage market for Chinese brands, but has shown spectacular percentage growth from a low base. BYD grew from 57 units in Q1 2024 to 2,210 in Q1 2025, a 3,777% increase. The market is smaller than those in Thailand or Indonesia and is predominantly ICE, but the government has been supportive of EV adoption through reduced import duties. MG has the broadest established distribution network among Chinese brands and remains the default entry point for most buyers. Infrastructure, such as public charging and service centers, is the primary constraint on EV growth.
Vietnam
Vietnam is the outlier in Southeast Asia: it has a domestic EV champion, VinFast, which is actively supported by the government and outsold Toyota in Vietnam in 2025. Chinese brands operate in a market where the most credible EV competitor is local. MG and Chery have established distribution; Chery is investing $800 million in a joint-venture factory. But VinFast’s government backing, brand recognition, and aggressive pricing make Vietnam significantly harder for Chinese brands than markets without a domestic champion.
What to Watch in 2026
Three developments will shape the Chinese brand landscape in Southeast Asia over the next twelve months:
1. BYD’s Indonesian factory. Due to open in 2026 with an annual capacity of 150,000 units, this will be the largest Chinese automotive manufacturing investment in Indonesia. If it opens on schedule and production quality meets the Rayong standard, it removes BYD’s main vulnerability in the region’s biggest market, import tariff exposure.
2. The auto finance race. Toyota’s 85% loan approval rate versus Chinese brands’ 37% in Indonesia is the single biggest structural barrier to Chinese brand growth, unrelated to product quality. The brands that build credible auto finance operations, either through partnerships with local banks or through captive finance arms, will accelerate their growth substantially. Watch for BYD Finance and Chery’s financial services announcements.
3. Neta’s stability. Hozon Auto’s financial difficulties in China create genuine uncertainty for its Southeast Asian operations. The Thailand factory and Indonesian assembly operation are running, but investment commitments and new model introductions depend on the parent company, which is under financial stress. Watch for news of restructuring or acquisitions in China as indicators of Neta SEA’s trajectory. The hope is that it doesn’t end up as one of those Chinese barnds that failed internationally.
Editor’s Take
The narrative around Chinese cars in Southeast Asia tends to focus on market share percentages and growth rates, which can make the situation sound more settled than it is. Chinese brands now dominate EV sales across the region. That part is accurate and probably irreversible. But Southeast Asia is still predominantly an ICE market.
Japanese brands sold more cars in Thailand in 2025 than in any year before 2020. They are not being replaced; they are being slowly eroded in the EV segment while their ICE dominance continues. The Chinese brands winning in EVs now need to build the financing infrastructure, after-sales networks, and brand equity to compete across the full market, not just the premium, policy-driven EV slice.
The Leapmotor-Stellantis partnership is worth watching more closely than it currently receives. The distribution gap (not the product gap) is what has limited Chinese brands most severely in markets like the Philippines, Vietnam, and Malaysia. Leapmotor entering through Stellantis’s existing networks bypasses the most expensive and time-consuming part of international expansion. If that model produces sales at scale, expect other Chinese brands to seek similar OEM distribution agreements rather than building ground-up dealer networks.
The brand that has the largest actual footprint in Southeast Asia is not BYD; it is Geely, through Proton. A buyer purchasing a Proton X50 in Kuala Lumpur is driving a Geely-engineered vehicle. They probably know this. What they are also getting is local pricing, local service, local warranty support, and a brand with thirty years of Malaysian presence. That is the template that every other Chinese brand in the region, whether consciously or not, is trying to replicate.
Sources: Just Auto, 36Kr, PRNewswire
Hillary started his automotive writing journey at HotCars, and has written for CarNewsChina, GlobalSUV, and many other top auto blogs.
He loves to read, play chess, and supports Liverpool during the weekends