Throwback Spotlight: SweCham Member Volvo’s 30-Year Journey in Thailand

‘Volvo Celebrates 30 years in Thailand’ from STEP Magazine Vol. 10/No. 6, December 2001

Past October did Volvo celebrate its third decade of successful operations in the Kingdom.

Volvo’s first big step into Thailand came in 1971 when Volvo Thailand Limited (VTL) was registered. VTL was a wholly owned subsidiary of Volvo Car Corporation, Sweden.

Swedish Motors Corporation (SMC) was established in 1973, becoming the only authorized distributor of Volvo cars, parts and accessories nationwide.

Three years later, Thai Swedish Assembly Co., Ltd. (TSA) laid the foundation of its assembly factory off the Bang Na Trad Highway to manufacture Volvo cars locally.

During the years that followed, the success of Volvo in Thailand was marked by increased sales and an impressive reputation. By 1989, Volvo cars had captured over a third of the luxury car market, and that same year, SMC became a publicly listed company on the Stock Exchange of Thailand.

In 1997, when the economic crisis hit Thailand and the region, consequently affecting the automobile industry, parent company Volvo Car Corporation stepped in to restructure SMC by investing 1,000 million Baht into the local Volvo operations.

Volvo Car (Thailand) Limited (VCT) was then established in Thailand, assuming full responsibility over the nationwide dealer network. SMC became the exclusive dealer of Volvo cars in the Bangkok metropolitan area.

Throughout three decades of continuous presence in Thailand, Volvo has maintained a privileged image amongst the Thai public, giving the company a solid reputation firmly linked with its core values – safety, quality and care for the environment.

“Volvo has become a leader in the country’s luxury car market. After three decades, Volvo and Thailand have become true partners – sticking together through good times and bad. But it has all paid odd because today, there are so many things we can be proud of. Volvo is the only luxury car brand in the market that offers a complete range of premium cars built to suit the needs and tastes of ALL customer segments. It is the only luxury car brand with a complete assembly operation in Thailand – TSA, which incidentally, is also celebrating its 25th anniversary. And last but not least, Volvo’s name has become synonymous with the sponsorship and organization of sports and recreational activities, illustrating the ‘Volvo For Life’ concept which encourages people to live life to the fullest,” says Mr. Karl Johan Sandesjo, President of Volvo Car (Thailand):

Thai Swedish Assembly (TSA) which is wholly owned by Volvo Car Corporation of Sweden, was the first complete Volvo engine assembly plant outside Sweden.

In 1982 and 1992, it received the “Highest Quality Performance Award” by Volvo Car Corporation, and was the first assembly plant outside Europe to achieve ISO 9002 recognition.

In addition, TSA was awarded the ISO 14001 certification and the ISO 9001L2000, followed by the Golden Medal Award for Health Workplace from the Ministry of Public Health.