Bangkok: Motor Field Marine has announced a significant milestone for the Thai marine industry after being appointed as the exclusive distributor in Thailand by Mercury Marine, a leading global manufacturer of outboard engines from the United States. This appointment covers all Mercury Marine product lines and brings world-class technology, innovation, and service standards to elevate the market and support the growth of marine tourism, commercial shipping, and the expanding blue economy.
According to Thai News Agency, Mr. Suthiwat Chaisirivichien, Chairman of Motor Field Marine Co., Ltd., a subsidiary of Motor Field Thailand, stated, "Being entrusted by Mercury Marine to be their sole official distributor in Thailand is a significant step for the company. It allows us to further our expertise in Marine Solutions, bringing world-class products, a comprehensive service network, and a team of expert technicians to meet the needs of business, government, and recreational boating clients, as well as elevating the after-sales service standards of the Thai marine industry." Mercury Marine is a global leader in marine engine innovation and holds the number one position in the United States with over 50% market share. They are distinguished by innovations that set new standards for the industry, including the development of V10 and V12 outboard engines specifically for boats, capable of delivering over 600 horsepower, along with lightweight construction to enhance performance and fuel efficiency. They also offer Joystick Piloting, an intelligent boat control system directly from the manufacturer, which allows for precise, safe, and easy steering and mooring.
This collaboration allows Motor Field Marine to expand its business from leisure boats to government vessels, commercial ships, speedboats, tourist boats, and passenger vessels. This supports the growth of marine tourism and the blue economy, which is estimated to have a high demand for approximately 2,000 engines per year. This results in a significant increase in the demand for high-performance, durable, and cost-effective engines, creating long-term market growth opportunities. To support this expansion, the company has developed a network of 13 authorized service centers and dealers strategically located in Rama II, Pattaya, Phuket, Nonthaburi, Pathum Thani, Samui, Trat, Chachoengsao, Nakhon Ratchasima, Lamphun, and Samut Prakan, with plans for nationwide expansion to increase service accessibility and build customer confidence.
The Thai boat market has high potential and is attractive to foreigners because the Thai government supports the import of boats from abroad, with simplified documentation procedures. Importantly, import duties for privately owned boats are 0%, a major factor attracting many foreigners to use their private boats in Thailand, especially in popular tourist destinations like Phuket and Pattaya. The commercial boat market is also large due to increased marine tourism, leading to higher demand for boats and engines. Therefore, the Thai market still has significant growth potential. Regarding after-sales service, the company prioritizes the availability of genuine spare parts for all models sold, along with a Fast Parts Delivery system that imports critical parts by air weekly. This reduces waiting times from over 45 days to no more than 15 days, minimizing downtime for commercial boats, increasing operational readiness, and lowering costs for operators. Furthermore, the company collaborates with Mercury Marine to conduct continuous technical training to develop the capabilities of its Thai technicians to efficiently handle advanced engine technologies.
Mr. Enrique, General Manager for Australia, New Zealand, and Asia of Mercury Marine, stated, "Thailand is one of Mercury Marine's key strategic markets in Asia. We have been operating in Thailand for over 50 years. The appointment of Motor Field Marine marks the beginning of a new chapter in Thailand. We are confident that their 20+ years of experience, market understanding, service network, and customer-centric approach will strongly support Mercury Marine's long-term growth in Thailand." Mercury Marine indicated that its growth strategy in Thailand will be driven by three key pillars: Product Leadership (innovation and product performance), Effective Distribution (efficient distribution and service network), and Delightful Customer Experience (creating the best possible customer experience and after-sales service). They see high growth potential in Thailand due to its diverse customer base, including commercial vessel operators, boat manufacturers, government agencies, and recreational boaters.
At the Mercury Marine Thailand Official Launch event, the V8 300 HP Four-stroke Outboard Mercury and the new 5.7L V10 400hp AMS Outboard engines were also unveiled. These new 5.7-liter engines offer high torque, quiet and smooth operation, a Quad-Cam system, and intelligent digital control. They are compatible with readily available 87-octane gasoline, enhancing operational efficiency and reducing costs for operators. This collaboration between Motor Field Marine and Mercury Marine is not just about introducing a new distributor, but about elevating the Thai marine industry ecosystem in terms of products, technology, service standards, and personnel development. It reflects confidence in Thailand's potential to become a regional hub for maritime business and services in the future.