EPISODE · Dec 3, 2025 · 23 MIN
EP 39: What attracts Thai consumers to automotive brands
from Auto Ethnographer with John Stech · host John Stech
Do Thai citizens love cars? And what attracts them to different brands? Those are the questions that John Jörn Stech, host of The Auto Ethnographer, set out to answer at a large motorshow in Bangkok, Thailand.This week the 42nd Thailand International Motor Expo is bringing car fans and curious consumers from around the country to the IMPACT Challenger show hall. A wide range of brands hail from Europe, Japan, South Korea, the United States, and increasingly, from China.John speaks with representatives from eight different brands – European, Japanese, American, and Chinese – to understand what attracts their customers to their brands. These are Volvo, Toyota, Audi, BMW, Chery, Ford, Great Wall Motors, and Zeekr. Listeners may be surprised what the brands think the consumers find attractive.John speaks with Auteneo founder, Krzysztof Tokarz, about his company’s foray into social listening. This involves using AI-driven tools that “listen” to thousands of social media conversations about the automotive industry and specific brands. Using this social listening technology, automakers can learn what consumers are saying about their products and address the concerns, either tactically or with strategic product changes. To learn more about Autoneo’s capabilities, visit their website at https://www.auteneo.comand be sure to follow them on LinkedIn at https://www.linkedin.com/company/auteneo.John also speaks about the increasing number of Chinese competitors in the market, with special focus on Changan’s luxury Avatr brand, whose show stand is directly adjacent to Mercedes-Benz. Is this a threat to the vaunted German luxury brand?Auto shows are exciting, full of energy, and able to answer questions for inquisitive consumers. There is no doubt that Thailand’s show is in its prime and set to grow each year with new brands entering the market.To learn more about The Auto Ethnographer, visit our website at https://www.auto-ethnographer.com.You can also follow on social media:FB page: https://www.facebook.com/profile.php?id=61567929329364IG page: https://www.instagram.com/auto.ethnographer/LinkedIn: https://www.linkedin.com/company/the-auto-ethnographer
What this episode covers
Do Thai citizens love cars? And what attracts them to different brands? Those are the questions that John Jörn Stech, host of The Auto Ethnographer, set out to answer at a large motorshow in Bangkok, Thailand. This week the 42nd Thailand International Motor Expo is bringing car fans and curious consumers from around the country to the IMPACT Challenger show hall. A wide range of brands hail from Europe, Japan, South Korea, the United States, and increasingly, from China. John speaks with representatives from eight different brands – European, Japanese, American, and Chinese – to understand what attracts their customers to their brands. These are Volvo, Toyota, Audi, BMW, Chery, Ford, Great Wall Motors, and Zeekr. Listeners may be surprised what the brands think the consumers find attractive. John speaks with Auteneo founder, Krzysztof Tokarz, about his company's foray into social listening. This involves using AI-driven tools that "listen" to thousands of social media conversations about the automotive industry and specific brands. Using this social listening technology, automakers can learn what consumers are saying about their products and address the concerns, either tactically or with strategic product changes. To learn more about Autoneo's capabilities, visit their website at https://www.auteneo.com [https://www.auteneo.com/]and be sure to follow them on LinkedIn at https://www.linkedin.com/company/auteneo. John also speaks about the increasing number of Chinese competitors in the market, with special focus on Changan's luxury Avatr brand, whose show stand is directly adjacent to Mercedes-Benz. Is this a threat to the vaunted German luxury brand? Auto shows are exciting, full of energy, and able to answer questions for inquisitive consumers. There is no doubt that Thailand's show is in its prime and set to grow each year with new brands entering the market. To learn more about The Auto Ethnographer, visit our website at https://www.auto-ethnographer.com [https://www.auto-ethnographer.com/]. You can also follow on social media: FB page: https://www.facebook.com/profile.php?id=61567929329364 IG page: https://www.instagram.com/auto.ethnographer/ LinkedIn: https://www.linkedin.com/company/the-auto-ethnographer
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EP 39: What attracts Thai consumers to automotive brands
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