I help industrial companies grow and transform
their business in Thailand and Southeast Asia
For industrial machine and equipment suppliers, manufacturers and service providers
The machinery business is changing. In Thailand and beyond.
Your installed base in Thailand
The center of gravity is shifting. From new machine sales to aftersales and service. From the point of sale to the entire lifecycle of your machines.
A machine you sold ten or twenty years ago is still running, still needs parts and service. It still represents revenue, if someone is paying attention to it.
Yet, that revenue doesn't sit at your headquarters. It sits where your machines and customers are: with your local entities and partners on the ground.
As new machine business slows, this periphery isn't a side note anymore. It becomes a vital source of your future growth. If you tap it.
What headquarters can't see
For many established OEMs, this periphery is still a blackbox, nowhere more so than in Tier-2 regions like Thailand and Southeast Asia, while Tier-1 markets such as China, India, or the US get the attention and resources they command. That imbalance is exactly where a closer look pays off.
Why Thailand & Southeast Asia
Thailand imports machinery and automation equipment worth around USD 27 billion a year, up from USD 20 billion in 2019. The map shows where it comes from: each line is a country of origin, and its width follows that country's share of imports in 2025.
Thailand is also the industrial hub of mainland Southeast Asia. From here, machines, parts and service reach the neighbouring markets, shown as dotted lines. A strong position in Thailand is a base for the whole region.
Shares of Thailand's import value for machinery and automation equipment in 2025, by country of origin. Source: UN Comtrade, 33 HS codes, first published figures. Factory data: DIW and IEAT, 2026.
Imports of machinery and automation equipment grew by 22% in 2025 alone, after a flat 2024. Factories in Thailand are investing in new equipment right now.
Around 49,600 licensed factories with 20+ workers or 200+ horsepower of installed machinery, plus around 5,900 factories in 75 industrial estates. Thailand is a mature production location, not an emerging one.
More than 60% of the 13,600 factories in six core sectors, from food to automotive, were licensed in 2015 or earlier. Machine parks of that age need service, retrofit and connectivity.
China's share of these imports rose from 30% to 50% between 2019 and 2025, while Germany's fell from 6.7% to 4.2%. Whoever knows their installed base and customers now keeps them.
Industrial intelligence and transformation. From headquarters to the shop floor.
I like to keep things simple. And I like to ask questions. Here are four you should ask yourself before you make your next move in Thailand and Southeast Asia. Each one comes with a module that answers it.
Do you really know what's happening in your market?
I map prices, factories, machines and competitors in your market from my own database, so your decisions for the region rest on evidence instead of assumptions.
Are you getting what you should out of your installed base?
I map the machines you have sold by location, age and value, and put a number on the service and parts revenue that currently goes to others.
Do your systems actually talk to each other?
I trace how data flows between machines, your local entity and headquarters and show where it gets stuck, because what is not measured does not get seen.
Is your local entity performing, or just present?
I take an honest outside look at go-to-market, business model, partners and governance, because a stable subsidiary is not automatically a competitive one.
My own market database on Thailand's industry: factories, machines, imports and prices. Publicly available data, AI-enabled gathering, processing and provision. Every module starts here, so you get facts instead of assumptions.
Ready to open the blackbox?
I'm your independent advisor, strategic sparring partner and operational workbench on the ground. Based in Thailand. Rooted in German Mittelstand. From a sales office in Thailand to a local-for-local business.
Let's talk about your business in Thailand & Southeast Asia.