Redefining the Test-Drive Experience and Connecting the Comprehensive Automotive Ecosystem
Krungsri Auto, a leader in automotive finance under Bank of Ayudhya PCL, reaffirms its position as a market shaper by demonstrating excellence in experiential marketing. Krungsri Auto was honored with the Bronze Award in the Excellence in B2B Marketing category at the Marketing Excellence Awards 2025, in recognition of the success of its “Krungsri Auto Ultimate Test Drive & Ride,” marking the first-ever all-in-one test drive and ride experience in Thailand. The event also created a comprehensive automobile user ecosystem, further strengthening collaborations among automakers and dealer partners, driving sustainable growth within Thailand’s automotive industry.
Krungsri Auto stands as a market leader and pioneer in organizing Thailand’s first and only all-in-one test drive and ride event, “Krungsri Auto Ultimate Test Drive & Ride.” The event offers customers the opportunity to test-drive and ride a wide range of car and motorcycle models from multiple brands all in one place, while also receiving loan services with financial advisors from Krungsri Auto. The advisors provide tailored recommendations on products and services that best suit individual needs, to create a comprehensive and sustainable automobile user ecosystem and aligned with Krungsri Auto’s Sustainable Responsible Lending principle, which enhances customers’ confidence in vehicle purchasing decisions. The campaign delivers a fully integrated online-to-offline experience, from campaign promotions, online test-drive registration, and personalized preliminary financial assessment, to the on-site test-drive experience with over 70 models from 29 leading car and motorcycle brands, and receive immediate loan consultation and services during the event.
Mr. Pornthep Tirasuntrakul, Executive Vice President, Head of Krungsri Auto Marketing Division, Bank of Ayudhya PCL, stated, “The “Krungsri Auto Ultimate Test Drive & Ride” event designed to address the insights and pain points of both consumers and automotive brand partners, creating a seamless and positive experience in buying and selling new cars. We understand that test-driving a vehicle is a critical step in purchasing decisions. However, there are several limitations, such as the limited number of models available for test drives, the inconvenience of traveling to multiple showrooms, and the preparations required before applying for financing. These steps can take several days, while automotive brand partners and dealers also face high costs in organizing such activities.”
“In addition to delivering an exceptional experience for consumers, this initiative also extends Krungsri Auto’s B2B marketing strategy, aiming to seamlessly connect consumers with business partners, including automotive brands and dealers, within a unified ecosystem. This creates shared value, benefiting all parties in terms of sales, business opportunities, and consumer behavior insights that can be used to develop more targeted marketing strategies in the future. Receiving the Excellence in B2B Marketing at the Marketing Excellence Awards 2025 is a proud milestone for Krungsri Auto, reflecting our commitment to elevating marketing standards and creating sustainable value for Thailand’s automotive industry,” Mr. Pornthep added.
The Marketing Excellence Awards is organized by MARKETING-INTERACTIVE, Asia’s leading source of advertising, marketing & media news in Singapore. The awards serve as a prestigious platform that recognizes marketing campaigns and strategies demonstrating excellence across all dimensions — including innovation, creativity, and results that deliver value to both business and society.
