Disclaimer:This article represents an analysis and opinion from a Thai Tesla user based on publicly available information and personal observations. It is intended for discussion and feedback purposes only and should not be interpreted as official statements from Tesla or its affiliates.
Tesla has been expanding its Supercharger (SC) network in Thailand, but the approach taken has raised some questions among local users. Based on user experiences, here is an analysis of the current situation and its possible impact on the Tesla community.
Targets Set by Tesla HQ
It is believed that Tesla HQ has set specific targets for how many Supercharger stations must be established in Thailand each year. The Thai team is likely working to meet these targets to align with global KPI requirements, ensuring the deployment of SCs on schedule.
Challenges with Standalone Supercharger Stations
One key challenge observed by users is that building standalone Supercharger stations along highways—where they might better serve long-distance drivers—seems to be more complicated. This could be due to factors such as:
The need for high-voltage electricity permits.
Higher costs involved in constructing additional infrastructure.
Potential difficulties in negotiating with landowners and handling complex business conditions.
However, some users feel that this reasoning might not fully hold up. For instance, Shell has successfully opened their EV charging stations with 800V capability near highways in Thailand, which allows Tesla users and other EV drivers to reach their destinations, such as traveling from Bangkok to Chiang Mai, without deviating from the main route. This shows that, with proper planning, high-voltage charging stations can be established in strategic locations that better serve long-distance travelers.
In a recent example from an Xpeng G6 long-range trip from Bangkok to Chiang Mai, the driver stopped at Shell Recharge in Tak province, charging from 26% to 46% in just 8 minutes using a 180kW charger. Although the station limited the power to 130kW, the ability to quickly charge on a highway route without entering malls or cities demonstrates the convenience of well-placed highway chargers. Later, they charged at PT Thoen, utilizing a 150kW charger for another 9 minutes. These highway chargers enabled them to complete the 679 km journey smoothly, showcasing the benefits of well-positioned EV infrastructure along main routes.
Focus on Central Department Stores
From a user’s perspective, it seems that Tesla has prioritized installing Superchargers in Central department stores. While this may have been a practical choice to expedite the installation process and meet targets, some Tesla drivers have expressed concerns that it impacts convenience.
Out of the 22 Supercharger locations in Thailand, 15 are located inside department stores. This can present a few issues for users:
Many of these SCs are far from highways or main intercity routes.
Charging at department store locations can require users to enter restricted areas, obtain parking tickets, and deal with mall opening hours, which can be inconvenient for those traveling early in the morning or late at night.
With 15 out of 22 SCs located in department stores, a significant portion of Thailand’s Superchargers may not be as accessible for drivers looking to charge along highways or on long road trips.
Customer Feedback from above post :
From a user’s perspective, it appears that Tesla has focused on installing Superchargers in Central department stores. While this may have been a practical choice to speed up the installation process and meet targets, some Tesla drivers have raised concerns about the convenience of this approach.
Out of the 22 Supercharger locations in Thailand, 15—around 68%—are located inside department stores. This presents a few challenges for users:
Many of these SCs are far from highways or main intercity routes, making them less convenient for long-distance travelers.
Charging at department stores often requires users to enter restricted areas, take parking tickets, and adhere to mall hours. For example, if you need to charge early in the morning or late at night, you may find the station inaccessible since most malls open between 10 a.m. and 10 p.m.
An example is the newest Tesla Supercharger at Mega Bangna, which is located inside a department store with restricted hours from 10 a.m. to 10 p.m. This means that if I return from a road trip after 10 p.m., I won’t be able to use the Supercharger.
Additionally, the weekend traffic at these locations can be a nightmare. At Mega Bangna, it can take 40 minutes to get in, 60 minutes to get out, and about 30 minutes for charging, totaling 130 minutes—a considerable inconvenience for drivers.
This conversation, taken from Facebook comments, highlights the frustrations of Tesla users regarding the challenges of charging at mall-based Supercharger locations in Thailand. Users share their experiences of quickly charging their cars, only to spend excessive time searching for parking and dealing with heavy traffic when exiting the mall.
A: Charged quickly and had to move the car out, then spent another 40 minutes finding parking.
B: had to move the car… and couldn’t find a parking spot again… This mall’s parking is always full on weekends. 🤣
A: what I hate the most is when leaving the mall and having to drive toward Kingkaew, facing heavy traffic and cars squeezing together on the U-turn bridge. Then, after coming down, there’s more traffic coming from Ramkhamhaeng 2, and cars cramming to get onto the motorway. It’s torture.
B: true! Traffic is always jammed when leaving the mall. This place is more suited for AC charging. For Supercharging, after 1 hour, the car is fully charged, but finding a parking spot after that is tough. I wonder if the people deciding where to put these SCs even think about this?
Achieving KPIs Versus Meeting User Needs
It appears that the focus has been on meeting target numbers of Superchargers in Thailand, which allows the local team to report back to Tesla HQ that they have fulfilled the required KPI.
Tesla user analysis: However, some users feel this strategy might not fully address the practical needs of Tesla owners in Thailand. Global executives could eventually review utilization rates and notice that certain stations are underused, potentially leading to questions about how to improve the placement of SCs to increase convenience and efficiency for users.
The “7 17” Campaign: A Short-Term Solution?
In response to low utilization rates, Tesla Thailand launched the “7 17” campaign, which lowered the Supercharger fee to 7.17 baht per kWh (approximately $0.20 per kWh). The campaign seemed aimed at addressing concerns that higher electricity rates were discouraging users from utilizing Superchargers. However, some Tesla owners have suggested that this campaign, while potentially helpful, may be more of a short-term fix rather than a solution to the broader issue of accessibility and station placement.
Customer’s feedback : It’s all about location, not price. The strategy is seriously flawed. Making drivers detour off the main road to charge, then return to the main route, wastes 20-30 minutes going back and forth. It’s completely ridiculous and doesn’t make any sense at all.
Moving Forward: A Call for Strategic SC Placement
Looking ahead, it might be beneficial for Tesla Thailand to reconsider the balance between meeting KPI targets and ensuring the optimal placement of Superchargers. While it may take longer to establish standalone stations along highways, users believe that a more strategic approach could improve the overall charging experience.
A suggestion for Tesla:
To better understand the impact of location on Supercharger usage, Tesla could consider conducting A/B testing between different types of locations. This would help provide data-driven insights into whether certain locations are more effective and would guide future planning.
These are comments from real Tesla users that have not been heard by Tesla HQ or other Tesla employees, likely due to the language barrier. All of the comments are in Thai.
(translate to English) I bought a Tesla with the expectation of easy access to Superchargers, based on what I had seen abroad. I imagined being able to drive all over Thailand without worrying about charging stations. 😒 Even though I personally only charge outside the house 1-2 times a month, usually when I travel far from home, I still feel disappointed. For example, the route to Chanthaburi and Trat—do they really expect me to stop at Central Pattaya (Tesla Supercharger is located on the sixth floor, or the 13th floor if you drive up, since there are two parking levels per floor), to charge? Charging at a PEA,PTT, or Rever Charger(BYD) would be way more convenient. 😅🥲 I’ve even considered applying to work at Tesla Thailand because I wonder how things are being managed. There seems to be no customer-centric focus—it’s all about meeting targets and getting numbers easily.
(translate to English) It’s fine to have Superchargers in malls because they serve customers who live in condos or buildings without access to charging stations. However, you should focus on spreading Superchargers more widely, especially in areas outside the city, before prioritizing mall locations. Driving into a mall takes a lot of time, and it doesn’t make the charging process any quicker.
I didn’t mean that you need to place them at gas stations, but instead of partnering with malls, consider partnering with large restaurants that have parking spaces along highways. That would be much more convenient.
Note: Thailand has the PDPA law, so I have censored the names in the comments. However, I’ve provided the source link here(post1, post2, post3), which you can open to view the original comments. You can use Google Translate or Facebook’s translation function to verify the information.
BLINK DRIVE TAKE
The only Tesla Supercharger route that currently makes sense to Thai drivers is the one heading south toward Malaysia. The rest of the routes in Thailand are a bit of a mess. Below is a video showcasing the success of this particular route, which I believe Tesla has already presented to you, Elon.
As the author, I want to make it clear that I have no hard feelings toward Tesla. In fact, I love this company more than any other EV company in Thailand. I created the Blink Drive Page back in 2019. Thai people know me as a Tesla fan, not a Tesla critic.
For years, I’ve shared Tesla news from the U.S., Europe, and China with the Thai community, translating information daily from English to Thai. My contributions span across Facebook (with 76,000 followers), YouTube (32,000 subscribers), and this website. Tesla is like home to me, and that’s why, when things aren’t going right, I feel a responsibility to stand up and ask questions—to you, Elon, and Tesla HQ.
At Tesla Gigafactory Texas – I earned this entrance ticket myself (thanks to my friend, not as Media from Thailand).
My question is: Do you want to risk damaging Tesla’s brand image in Thailand? Right now, accessing Tesla Superchargers in Thailand feels more difficult than withdrawing money from a bank. For example, to access many Tesla Superchargers, drivers need to spend 10-20 minutes driving inside malls. Elon, is this the experience you envisioned for us? If so, by 2026, it may be time for us to part ways with your brand.
Chinese EV companies are making strong moves into Thailand, and while I’ve defended Tesla for a long time, I’m beginning to wonder if your team in Thailand is truly aligned with your vision. It’s becoming harder to support Tesla when other brands like Xpeng and Zeekr, though they may have fewer charging stations, offer far easier access to their chargers.
