This study investigates the determinants of electric vehicle (EV) purchase decisions in Thailand by integrating dealer insights with a structured consumer preference model. Although Thailand’s EV 3.0 (2022–2023) and EV 3.5 (2024–2027) policies substantially reduced battery electric vehicle (BEV) prices through subsidies and preferential excise taxation, limited research has examined how consumer priorities evolve beyond financial incentives and differ across age segments. To address this gap, a mixed-method design was adopted. Semi-structured interviews with authorized automobile dealers were conducted to capture market perspectives, and the Analytic Hierarchy Process (AHP) was applied to model and prioritize consumer decision criteria based on a survey of 27 respondents. The results show that Serviceability and Warranty (22.60%) is the most influential factor, followed by Vehicle Utility and Features (18.25%) and Real-World Range Reliability (16.24%). Purchase Price / Total Cost of Ownership (14.53%) and charging-related considerations receive moderate emphasis, indicating that post-purchase assurance and real-world performance remain salient alongside cost. Age-based analysis reveals distinct generational differences in EV purchase priorities. Consumers aged 35–54 prioritize warranty coverage and operational reliability; consumers aged 55+ emphasize functional value and service support; and younger consumers place relatively greater importance on usability and charging accessibility (with the respondent age composition skewed toward 18–25). These findings are exploratory and sample-composition dependent; the pooled priorities reflect the preferences of the participants in this study. Overall, the results suggest a market transition from subsidy-driven purchasing behavior toward risk-mitigation-oriented decision-making. Sustaining EV adoption in Thailand, therefore, requires strengthening after-sales service capacity, enhancing warranty transparency, and addressing long-term ownership concerns alongside continued policy support.

Keywords

Electric vehicle purchase decisions, Analytic Hierarchy Process, Consumer preferences, Dealer insights, Thailand.