Market research firm Differential Thailand surveyed 2,651 car owners across 2567–2569, finding Thai consumers are becoming more discerning. Key findings: brand loyalty to Japanese vehicles remains strong (69%), but hesitation is rising; Chinese brands face trust challenges despite growth (46% repeat purchase vs. 44% undecided, 11% switching); nearly 40% of buyers remain undecided on powertrain type (ICE, EV, hybrid); and EV buyers now prioritize residual value more (up from 2% to 6%). For car makers and dealers, the shift signals consumers want proven service, reliability, and coherent positioning over hype.