Italian luxury car manufacturer Maserati plans to join the crowded Thai electric vehicle market by launching two battery EV models here next year, with a focus on LGBTQIA2S+ customers.
Grecale Folgore and GranTurismo will be introduced to Thai enthusiasts in the second half of 2024, the company said. The battery-operated Grecale is its best-selling model.
The electric version of luxury cars is expected to appeal to drivers who like high-performance vehicles, but want them to be more environmentally friendly with no carbon dioxide emissions.
Thailand has high growth potential for luxury cars and its EV market is rapidly growing, said Ana Paola Reginatto, Maserati's global head of e-Mobility.
"We are focusing on Asia-Pacific because of a rapid increase in demand, high purchasing power and a new generation of people able to afford the cars," she said.
In addition to Thailand, Singapore, Vietnam, Indonesia, Japan and South Korea are also target markets.
Ms Reginatto says electric Maseratis are coming to Thailand next year.
At present, 30% of Maserati car sales come from European countries, especially England, France, the Netherlands, Portugal and Nordic countries, with 70% from other regions, including Asia-Pacific.
Maserati acknowledged the global economic slowdown, but believes it will not affect its customers as they have high income and strong purchasing power.
The company announced earlier this year a greater focus on LGBTQIA2S+ customers because this group wants to buy very unique and modern cars.
In Thailand, men make up half of all customers, with 30% women and 20% LGBTQIA2S+.
"LGBTQ can become an important customer group. We have to keep following its growth," said Ms Reginatto.
Maserati expects its sales of cars with internal combustion engines (ICE) in Asia-Pacific this year to increase to 4,000 units, up from 2,500 last year.
"We cannot estimate the proportion of ICE cars and EVs under the Maserati brand in 3-5 years because that will greatly depend on future demand," she said.