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Published on February 27, 2008

In Thailand the market is unique in many ways that are difficult for foreigners to understand. This week I have an e-mail from a foreigner who calls himself amadius_pro, who doesn't understand the local market.

I am an American who is married to a Thai lady, and I have been living in Thailand for five years. I have been married for 12 years, and after spending five years in Thailand, I love this country and its people, and I also consider myself a foreigner who understands the Thai people quite well.

Last month my family and I decided to buy a second vehicle. We already have a Honda Accord sedan, but increased business made it necessary for us to have another vehicle capable of carrying things, so we decided to buy a pickup truck.

My wife and I agreed that we should buy an Isuzu, because of the good fuel economy and availability of service centres, and everything seemed fine. However, the problem started when my brother-in-law visited us and learned that we were going to buy a pickup. He suggested that we buy a four-wheel-drive model.

I didn't like the idea of spending additional money for the four-wheel-drive model, since we just needed the truck as a secondary vehicle to carry stuff around occasionally. At first I was thinking about buying the Highlander 2,500cc model, but I ended up buying the four-wheel-drive automatic, which was much more expensive than my first choice.

I don't have any problem with the money, but I'd like you to explain to me why the Thai people I talked to about buying a truck suggested that if I didn't have any money trouble, I should buy the four-wheel-drive model that my wife wanted.

A: I am on your side about this, and I am happy that you didn't turn this subject into an argument with members of your family.

This kind of thinking by Thai people (which can also include me) is the reason why foreign marketing and product-planning experts fail miserably in Thailand.

The first reason why your friends say that you made the right choice is simply a matter of peace in the family. Everybody knows that when you drive the truck, your wife will be sitting beside you. How would you feel if your wife was always ready to say: "See! I told you to buy the four-wheel-drive model, and here we are stuck in this because you didn't believe me."

This would surely affect the atmosphere in the truck, so by compromising you improved the atmosphere within the family.

Another reason is that Thais always like to be prepared. For example, when they go on a three-day trip, they will take enough clothes for four days.

People in other countries may think that a two-wheel-drive truck, which is Bt50,000 cheaper than a four-wheel-drive version, is quite adequate, because it is not intended to be driven off-road.

But Thais will think that if one day they want a four-wheel-drive truck, it will then cost more than that additional Bt50,000. So to them it is a wiser choice to spend Bt50,000 more in the first instance for a four-wheel-drive system, because it may come in handy when they need to drive over rough terrain, even though they have no idea when that need may come. However, they neglect to think about the additional maintenance costs and wear on a four-wheel-drive system.

If you look at car sales in Thailand, you will see a reflection of this: with models like the Toyota Camry or Honda Accord, more people choose the 2,400cc version than the 2,000cc or 2,200cc versions.

In every car model in Thailand, lower-priced models that come with a slightly smaller list of equipment and extras do not sell as well as the fully equipped top versions. The ratio of top models to lesser versions sold is about 80:20, or even worse. Look at standard cab pickup sales, and you'll see that they have trouble selling them.

The characteristic, where consumers like to go for top versions, is unique to the Thai auto market.

Thanks for your love of Thailand and its people, and I wish you a pleasant stay in this wonderful country.

n E-mail your motoring questions to

Pattanadesh@nationgroup.com.

By Pattanadesh Asasappakij

The Nation

Ultimate in Luxury

The Luxury LS 460 is a wonderfully comfaortable car fitted with all mod cons, althoough not necessarily the most fun vehicle to drive.