As Thailand’s automotive market contends with a surge in electric vehicles and intense competition from new Chinese brands, local software leader Senior Com has launched a new digital platform aimed at modernizing the country’s car dealerships.
The new “DV Platform” is a cloud-based Dealer Management System (DMS) designed to overhaul and unify sales, after-sales service, and parts management. The launch signals a significant push to equip traditional dealerships with the digital tools needed to compete in an industry facing its most dramatic transformation in decades.
For over 10 years, Senior Com has been the market leader in DMS software in Thailand. Company executives state that this new platform is the result of a decade of development, built upon 30 years of experience navigating the specific challenges of the local auto market.
“We identified critical pain points in dealership management and developed a platform to solve real-world technical and strategic challenges,” said Supitcha Ungaree, CEO of Senior Com. “This is not just another system; it’s a complete business solution that will tangibly elevate a dealer’s competitiveness.”
The move comes as consumer expectations shift. Buyers now demand seamless digital experiences and reliable, transparent service, factors that are becoming as important as the vehicles themselves. The influx of over 10 new Chinese auto brands has further intensified the need for dealers to operate with maximum efficiency and customer insight.
A unified system for a changing market
According to the company, the DV Platform integrates three core dealership functions onto a single, real-time system accessible from any device:
Sales: The sales module consolidates everything from online lead generation and customer relationship management (CRM) to test drives and quotations into a single mobile application for sales staff.
Service: For after-sales service, the system introduces features like online appointment booking, real-time status updates for customers, and tablet-based work orders for technicians to improve workflow and transparency.
Spare Parts: An “Intelligent Spare Parts” module provides real-time inventory visibility across an entire dealer network, using data analysis to predict demand and allow for instant parts transfers between locations to prevent stock shortages.
“For dealer owners, the goal is to provide tools to ‘see the numbers, see the profits, and genuinely control quality’,” Supitcha added.
The platform also includes a “Central Application” that allows car manufacturers (OEMs) to monitor and standardize operations, track performance, and gather customer feedback across their entire network. Senior Com confirmed the system has already been adopted by a major electric vehicle brand operating in Thailand, signaling its readiness for the EV era.
Looking ahead, Senior Com intends to leverage its “Thailand First” strategy—a focus on developing local software solutions over imported ones—as a springboard for regional expansion.
“We are now ready to take this proven innovation and expand our partnerships,” said Supitcha.
“Our sights are set on the ASEAN and Asia-Pacific markets, preparing the industry for a future where competition is defined by data, speed, and quality.”
Credit : https://www.thestorythailand.com/en/24/07/2025/158728/