McLaren Bangkok 3.18

Niche Cars Group

It’s been almost 30 years since business tycoon Seree Chinabarramee, the president of Benz Nakarin Auto Group Co., Ltd., made his dream of creating a leading car business in Thailand come true, as a dealer and an importer of several top global brands, including supercars such as “Lamborghini” from Italy, the classic “Lotus” from the U.K., and the off-road king, “Hummer” from the U.S.

In the late 1990s, Seree launched a showroom on Bangna-Trad Road, which was considered as the largest in Thailand at that time. This icnoic showroom has the capacity of exhibiting more than 40 cars while operating the maintenance service for more than 100 cars at the same time.

In 2003, Benz Nakarin Auto Group Co., Ltd decided to make a bold move in strengthening its position as a niche market leader and rebranded as Niche Cars Group This emphasized its role as Thailand’s premiere distributor of exclusive car brands and ensured its commitment to service excellence with highly satisfied customers.

Later in 2005, Niche Cars Group took another daring step forward, engraving its name on an outstanding milestone for Niche Cars Group as it opened a standalone showroom for Lamborghini at the Siam Paragon Commercial Complex in Bangkok. Such a historical move has contributed to much of its success with a significant growth and a remarkable accomplishment of reaching the company’s annual sales target within the first 6 months of opening. As for Lotus and Hummer, Niche Cars Group has also been exponentially cultivating and expanding their markets.

In 2006, the second generation successor, Vittawat Chinabarramee or “Champ”, was officially appointed as Managing Director of Niche Cars Group, marking the grand opening of the new Lotus showroom at Siam Paragon Commercial Complex. His vision on management aspects resulted in the steady achievement of sales targets for all supercar brands in the subsequent years.

The end of 2011 indicated another highlight and pride for Niche Cars Group’s footprint as Pagani, the unique luxury supercar brand known for its super high standards and selecting process when screening for a distributor, appointed Niche Cars Group to be the sole authorised dealer in Thailand.

Later in 2012, Niche Cars Group was nominated as an official dealer for Koenigsegg, the Swedish hypercar manufacturer that set the Guinness World Record of 'Fastest Car in the World'.

In 2014, Niche Cars Group became a sole authorized dealer of McLaren with the following year launched the first McLaren Bangkok Showroom and the full selection of aftersales service centre in Thailand, located on Motor Way Km.1.