Recognized to be the largest producer of cars and commercial vehicles in Southeast Asia, Thailand reportedly occupies a large piece of the market share pie in the sales of EVs, as of the third quarter of 2022, as indicated by a recent analysis by Statista. However, leadership in EVs involves more than just showing remarkable sales counts. Spearheading a transformation in the EV sector requires the prowess of a passionate leader who knows the industry, the perks of the EV, and the concerns of consumers, all the while walking the talk in building a solution.
Suvicha Sudchai, an astute professional, digital connoisseur, and CEO of the prominent EV ownership experience platform named EVME Plus, is a perfect example of such a visionary. As a key pillar of EVME Plus, Suvicha is proactive in ushering Thailand into the EV-driven future through the 2-year-old startup.
A Look into the ‘X’ Factor
EVME Plus is the go-to-market arm of Arun Plus, a company specializing in EV production, battery manufacturing, vehicle assembly, infrastructure development, and market outreach. Arun Plus is established as a part of Thailand’s largest oil & gas company, PTT Group, and works in alignment with the group’s overarching vision, ‘powering life with future energy and beyond’. Fueling the same principles, EVME Plus has also been propelling EV adoption in the country through rental, subscription, and trial-led purchase models.
The startup caters to B2B as well as B2C, helping them seamlessly transition from Internal Combustion Engines (ICEs) to EVs. But what sets it apart is its feature that enables users to experience EVs before they rent or buy. Led under the dynamic leadership of Suvicha, the venture, which started its journey with 10 models, has achieved a milestone of owning 100 cars in its first year and will have 1200 cars in the fleet by the end of 2023.
The efficiency of EVME stands as a testament to Suvicha's proficiency and deep-rooted commitment to developing the EV market. Having worked across various sectors, Suvicha brings extensive acumen to lead the digital transformation throughout his career trajectory in the IT and banking industries in Thailand.
He further joined a fintech startup, which subsequently led him to navigate the domain of EVs through his financial and digital expertise. “I believe this diverse background has equipped me with a holistic understanding of both digital and real-world services, particularly in revolutionary product lines like EVs,” adds Suvicha.
Exploring the Strengths
Suvicha places a great emphasis on alleviating skepticism of consumers when switching to an EV, which is exemplified in his strategies to help them reap the best product as per their needs. To achieve this, the expert team at EVME consults with users, be the individuals or companies, to know their vehicle requirements and current energy consumption requirements. “We will make sure that we find the right fit, even if it requires waiting or collaborating with Original Equipment Manufacturers (OEMs),” shares Suvicha. While the company consistently looks forward to partnering with OEMs that are becoming EV-only companies, like from China, it has also been in discussion with established yet traditional OEMs to assist in designing EV vehicles. “Basically, we want to partner with the OEMs who want to drive the EV market locally in Thailand,” specifies Suvicha. With over 300,000 platform downloads, he believes that EVME is the perfect hub for OEMs seeking insights, marketing, and sales support in the Thai EV market.
EVME also provides a comprehensive membership package as a part of the EVME Club. Even if the members choose not to rent from EVME, they can avail of the benefits of the package, which include discounts on rental and charging fees, an extended battery warranty, and emergency roadside assistance. Besides, Suvicha also endeavors to streamline the charging infrastructure, mitigating the challenges centered around the location and the availability of charging stations, which are often faced by sustainability-focused corporations. “We are going to consolidate the charging points available under the PTT Group and other Charge Point Operators into our app so that people will have only one app for charging and digitizing fleet management, in turn minimizing the use of fleet cards and associated expenses,” proclaims Suvicha.
Suvicha places a great emphasis on alleviating the skepticism of consumers when switching to an EV, which is exemplified in his strategies to help them reap the best product as per their needs Electrifying the Future
As per Suvicha, the accelerating EV adoption rate in Thailand can also be attributed to the recent government-led reforms, which aim at impacting not just consumer purchasing behavior but also the participation of OEMs in building EVs. Along with the reduction in long-standing hindrances, Suvicha is also optimistic that the range anxiety of most consumers will also diminish as charging infrastructure and battery technology evidently improve. “The future looks fun in a market consisting of over 40 million users with a rough sale of around 700,000 cars per year with the total of 10,000,000 cars on the road. Right now, we are preparing for potential growth opportunities, and government policies will only help. EVME Plus has been the number one EV lifestyle platform in Thailand, and we will continue to stay the same. Once we drive the market in Thailand, we plan to expand across ASEAN,” envisions Suvicha.
Suvicha Sudchai, CEO
Acknowledged for his forte in technologies and technicalities, Suvicha possesses a management degree from UT Dallas, Texas. He has also held key positions, encompassing senior VP, EVP, and strategic advisor, in different companies in varied industries, including IT, Banking, and Fintech, prior to powering EVME Plus.
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