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Published on September 28, 2007

The company hopes to strengthen Thule's image as a lifestyle brand for well-off sports enthusiasts and families who love travelling, deputy managing director Supawadee Vitoonrapakorn said yesterday.

Despite the economic slowdown, there is still plenty of room, particularly for car-rack systems. Not many consumers use them yet, she said.

Roadshows started early this year together with other marketing activities.

Thule's 1,500 products come in five categories: car-rack systems, bike carriers, roof boxes, baskets and water-sport carriers. Car-rack systems and baskets contribute 60 per cent of total sales. Prices range from Bt3,000 to Bt70,000.

The new store will help boost sales of all categories while serving as a centre for Thule information, training and communications. The firm also has 300 car-accessory shops and auto dealers nationwide as its distribution network.

When Aeroflex was appointed two years ago as Thule's sole distributor, its marketing budget was less than Bt10 million, increasing to about Bt20 million last year.

Thule's sales reached Bt40 million last year and, with more marketing activities and the new store, are expected to achieve at least Bt50 million this year.

Nitida Asawanipont

The Nation