A new study indicates car buyers' confidence is returning and that automakers should gear up for a potential recovery next year.
London-based research consultancy TNS conducted the study among Thais intending to buy a car in the next 12 months and found a quarter planned to complete their purchase by the end of 2014.
But there could be a slow start to 2015, with just 21% committing to a new car in the first quarter, compared with 27% who plan to buy in the second quarter and 28% in the third quarter.
TNS conducted the survey in August and September by interviewing more than 500 potential car buyers in Greater Bangkok, Chiang Mai, Khon Kaen, Chon Buri and Songkhla, exploring how economic and political factors would affect their decisions.
Thailand was seen as an interesting place for a study because of increasing competition in the car industry, new mobility solutions and a complex business environment that has included incentives for first-time car buyers.
TNS is part of Kantar, the data investment management division of WPP and one of the world's largest insight, information and consultancy groups.
"It's encouraging to see that people are still considering completing their new car purchase before the end of the year," said Apiruk Ratanavichien, TNS's automotive research director.
"Those manufacturers introducing new models at the Thailand International Motor Expo may be concerned by the slow start to 2015.
"However, for those that can put the right pricing and promotion in place, there is still scope to stimulate the market."
Getting the finance model right can encourage people to bring their purchase forward. Low down payments and low interest rates were appealing to 42 and 38%, respectively.
The reassurance of good after-sales service is also a key deciding factor for potential car buyers, with free 24-hour roadside assistance (54%) and a replacement when their car is being serviced (48%) carrying strong appeal.
Despite the political instability seen this year, potential car buyers in Thailand do still feel optimistic about their outlook, with 62% feeling their standard of living will improve.