The first 10 years of New Somthai Motor Work Co.,Ltd was rapidly expanded with the strong supports from the influx of Japanese motorcycle manufacturers in Thailand. The company was driven by the founder’s entrepreneurial spirit.

Increasing importance of motorcycle in Thai daily life, together with a rebound of Thai economywereessential factors to the business during this period.

 

The accelerated implementation of Thailand government’s policy was benefiting the domestic motorcycle. Unfortunately, ‘Tom Yum Kung’ crisis knocked the economy off the rails, and it has never fully recovered. The company then turned this crisis into a good opportunity to reengineer its internal operation processes to enter the global competition.

As Thai motorcycle sector is largely dependent on the domestic market and this was subject to instabilities. The company decided to put less emphasis on domestic motorcycle market, but more focus on industry diversification.

The world automotive and electrical industries are promising, and Thailand has been dubbed the ‘Detroit of Asia’.  Strong global low-cost competitors like China and India become keen rivals for OEMs.