Thai Rung to produce its own autos
Thailand's top vehicle modifier is branching out and building its own car, with the first rolling off the assembly line in mid-2007.
Thai Rung Union Car said last week that diversification was necessary. "This company cannot rely only on modifying Isuzu pickup trucks for its long-term business development. The new strategy will encourage the company to penetrate a niche market," said managing director Sompong Phaoenchoke. The 'TR' brand vehicles will include natural-gas-powered cars, taxis and buses. Models are being designed with a Chinese partner. Sixty per cent of each vehicle will contain locally made components. Thai Rung went unsuccessfully down this road in 1992 with the Cheetah, but it had learned from its mistakes and would aim for a niche market this time, Sompong said. The new models will be sold from Thai Rung-owned showrooms and dealerships. Sompong said he wanted the government to encourage people to "buy Thai" and make state departments purchase 30 per cent of their vehicles from the company.
Watcharapong Thongrung The Nation
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