Yontrakit to Reintroduce Peugeot Vehicles in Thailand

Thai vehicle-distributor Yontrakit Automobile Co. Ltd. will re-launch domestic assembly of Peugeot-brand vehicles at a TB100 million ($2.9 million) plant near Bangkok, the Bangkok Post newspaper reports.

Yontrakit will assemble the Peugeot Expert van using semi-knocked-down kits imported from France. The vehicles will be exported to Malaysia and Indonesia under the Association of Southeast Asia Nations free-trade agreement.

If the program is successful, other Peugeot models are expected to be built at the new plant.

Yontrakit ended assembly of the Peugeot 405 in Thailand after the Asian financial crisis in 1997.

The Bangkok Post says the new plans for Peugeot follow a restructuring earlier this year by the Leenutaphong family’s Yontrakit Group, which also imports and distributes Audi, Volkswagen, Citroen, Skoda, SEAT, Kia and Mitsuoka vehicles.

The newspaper says the restructuring has each brand operating separately, with Peugeot taken over by Ponkrit Leenutaphong and his brother Phasupong – sons of Attaphong Leenutaphong, who founded the Yontrakit Group with his brother Attaphorn.

Peugeot cars currently are imported by European Motor Cars Co. Ltd. and distributed by Yontrakit Automobiles. Ponkrit is chairman of both companies.

Ponkrit tells the newspaper he aims to raise Peugeot sales to 200 units this year and 300-500 vehicles over the next three years.

Yontrakit is building a TB700 million ($20.3 million) head office and integrated service center in Bangkok that is expected to open early next year. Showrooms and service centers in Lampang and Chiang Mai in northern Thailand are under construction, and Ponkrit says additional branches are planned in other locations, as well.

All Peugeot centers will follow Yontrakit’s “Blue Box” template, with its uniform look and standards.

“Previously, Peugeot cars shared showrooms with other Yontrakit Group brands,” Ponkrit is quoted as saying. “But the exclusive center will boost (Peugeot’s) brand image and give easier access to its customers.”