Primus Group Expands Aggressively into the Luxury EV Market
Invests 120 million Baht to Launch New Zeekr House Flagship on Ratchaphruek Road

Primus Group continues its strong momentum, capitalizing on the booming electric vehicle (EV) market. The company has driven TOAVH’s revenue to 12 billion baht and is accelerating its business expansion by investing over 120 million baht to launch the new Zeekr House Primus flagship showroom on Ratchaphruek Road. At the same time, it is preparing to penetrate the northern market with plans to open an additional showroom in Chiang Mai, targeting the premium EV segment.

 

Mr. Nattavuth Tangkaravakoon, Chairman of TOA Venture Holding Co., Ltd. and Primus Group, revealed that Thailand’s overall economy in 2025 has experienced only modest growth, causing a slowdown in many sectors. However, the EV industry continues to expand steadily, driven by key supporting factors such as consumers accelerating purchase decisions ahead of the expiration of the government’s EV 3.0 incentive measures, along with strategic marketing by EV brands offering a wider range of new models at more accessible price points. As a result, Thailand’s EV market has grown by more than 74%.

Similarly, Primus Group has achieved continuous business success, becoming the number one sales leader across several brands under its management. In 2025, total vehicle sales reached 5,321 units, representing a 70% increase from 3,211 units in 2024. This growth contributed to over 20% expansion for TOAVH, generating total revenue exceeding 12 billion baht. The automotive dealership business remains the core segment, accounting for approximately 50% of total revenue.

The strong performance of its dealership business reflects Primus Group’s operational excellence and the trust customers place in the brand. The company prioritizes elevating premium, end-to-end service standards to deliver truly customer-centric experiences, guided by its vision to become a “Top of Mind Brand.”

Most recently, Primus Group has continued expanding its business network with the opening of Zeekr House Primus, a new flagship showroom and service center for Zeekr on Ratchaphruek Road one of the most strategic and high-potential locations in western Bangkok. The showroom is designed according to the brand’s latest corporate identity (CI) standards, embracing a premium-luxury concept that seamlessly blends elegance, modernity, and functionality. It also enhances service standards across both sales and after-sales support to deliver a superior customer experience and maximum satisfaction.

In addition, to support future EV market growth and strengthen long-term sustainability, Primus Group has been officially appointed by ZEEKR Thailand as an authorized dealer to serve customers in Chiang Mai and nearby provinces. The company plans to open another Zeekr House Primus branch in Chiang Mai by August this year.

 

Mr. Jiraphon Rujivipat, Managing Director of Primus Group, stated that the company operates under three core principles: providing a comprehensive one-stop service, maintaining a team of experienced automotive professionals, and striving to achieve the highest level of customer satisfaction. The company focuses on delivering the best possible experience at every stage from consultation and vehicle selection to delivery and after-sales services, including body and paint repairs continuously raising service standards to meet customer needs with maximum efficiency.

These business principles have led to Primus Group’s continued success, reflected in numerous customer satisfaction awards and top sales rankings from multiple brands it represents. This underscores the company’s high service standards and the expertise of its automotive professionals. The same approach will be applied to managing and developing Zeekr House Primus to ensure the highest level of service for Zeekr customers.

Zeekr House Primus is a new flagship showroom located on Ratchaphruek Road, a key area in western Bangkok. Spanning over 2 rai, the facility is designed with a modern aesthetic that clearly reflects the Zeekr brand identity. The front area showcases a full lineup of more than six Zeekr models, complemented by an exclusive customer lounge and dedicated product consultation services. Carefully selected refreshments are also provided to create a distinctive, premium experience tailored to customers’ lifestyles.

Special attention has been given to the vehicle delivery area, which is uniquely designed to create a memorable experience during the important moment when customers receive their vehicles and become part of the Primus Group family.

The after-sales service center at Zeekr House Primus is fully equipped to provide comprehensive services, including inspection, repair, maintenance, and body and paint work. All services are delivered under high-quality standards by specially trained technicians certified by Zeekr, supported by advanced tools and technology to ensure maximum efficiency. The facility includes eight service bays and can accommodate up to 600 vehicles per month.

“The opening of Zeekr House Primus on Ratchaphruek Road marks another significant milestone for us in setting a new standard for premium EV services in Thailand, while supporting the continued growth of the Zeekr customer base in the future.”

Zeekr House Primus Ratchaphruek is now officially open for both sales and after-sales services. The sales department operates daily from 8:30 AM to 6:00 PM, and on Sundays from 10:00 AM to 4:00 PM. The service center is open Monday through Saturday from 8:30 AM to 5:30 PM. For more information, please contact 02-935-1555 or visit: https://linktr.ee/Zeekr.Primus.Ratchaphruek