AP Sets Record Revenue of 19,960 Million, Highest Ever

Continuing with Plans to Transform Superior Townhomes

  • Growing Against the Trend with Total Revenue (100% JV) in Q2 of 13,140 Million Baht up over 114% from last year with a total revenue of 19,960 Million Baht in the first half, breaking the record for the highest revenue growth ever
  • Transforming Urban Townhouse Living into a New Superior Standard with THE LONGEVITY MATRIX concept for creating sustainable living spaces
  • Introducing a New Brand Positioning 'Urban Living' reflecting a lifestyle that combines aesthetics with urban homes with 5 new projects starting at 3.99 Million
  • 'Pleno - The Best First Home' addresses the needs of the younger generation with 8 new projects starting at 1.99 Million

AP Thailand proves its performance amidst a major crisis, breaking all previous records with total revenue (100% JV) in Q2 reaching 13,140 Million Baht, resulting in a total revenue of 19,960 Million Baht in the first half, reflecting the organization's readiness and the real demand that still exists amidst a significant market shift. The company continues its plan to transform urban townhouse living with THE LONGEVITY MATRIX, a concept for creating superior living spaces that connect aesthetic living with the design of communal areas for all ages, providing private and valuable living spaces, and creating a quality living community with 2 new positioning statements: 'Urban Living - The Best Living Standard' and 'Pleno - The Best First Home' through 13 new projects valued at 15,350 Million Baht, starting from 1.99 - 8 Million Baht.

Mr. Phamon Prasertsarn, Deputy Managing Director of the Townhome Product Development Business Group at AP Thailand Public Company Limited, stated, "In the first half of this year, AP Thailand has achieved significant business success with EMPOWER LIVING as the organization's key objective. Despite the crisis, the company has set a new record for revenue growth, with total revenue from horizontal products and condos (100% JV) reaching 19,960 Million Baht and a net profit of 1,830 Million Baht in the first two quarters. In Q2 alone, revenue reached 13,140 Million Baht, during a period of lockdown measures, yet the company managed to exceed sales and transfer expectations, reflecting consumer confidence and sustained purchasing power. We believe the real estate market will gradually improve."

"Today, we must acknowledge that horizontal products have become the superstar of the year, with the target demographic getting younger. Observing the trends in housing and purchasing decisions, we find that over 40% of townhouse buyers are aged 26-30. To reinforce our position as the market leader in urban townhomes, the company is moving forward with plans to transform urban townhouse living under THE LONGEVITY MATRIX, a concept to create living spaces that surpass traditional townhouses by connecting aesthetic living with the design of spaces in three key components: 1. Developing communal areas for all ages 2. Creating private and valuable living spaces, and 3. Building a quality living community, all reflected through the townhome brands, Urban Living and Pleno, in different dimensions according to brand positioning, with 13 new projects valued at over 15,350 Million Baht." Mr. Phamon added.

"For the brand 'Urban Living', one of AP's hero brands driving horizontal business, it has received positive feedback from urban customers in the upper-middle segment, maintaining its position as the leader in the high-end three-story townhouse market for over 29 years. We never stop challenging ourselves to achieve the best results. In the second half of this year, AP is resetting its brand positioning again to better meet the changing needs of customers under the concept 'Urban Living', reinforcing the finest living norm unique to Urban Living projects, reflected through three core values: (1) the value of privacy in living (2) the value of living close to nature in the city center, and (3) the value of living in a quality community. All of this is the result of crystallizing real insights from urban customers in the upper-middle segment when deciding to purchase a home, not just looking for a beautifully designed house or a house with technology that ultimately becomes a burden in the future. This customer group values seeking new value that enhances their living experience in a superior home. We have built upon this to create new value that is exclusive to Urban Living projects through the development of communal areas that harmoniously blend aesthetics, privacy, and nature, the design of homes, and the internal space functions that fully meet the needs of homeowners, as well as delivering a quality living community. We are launching a new lifestyle in the 'Urban Living' projects, totaling 5 new projects valued at 7,855 Million Baht, with prices starting from 3.99 - 8 Million Baht." Mr. Phamon stated.

"As for the premium two-story townhomes under the brand 'Pleno', which has gained customer trust, we have continuously achieved sales growth. Given the changing customer behavior and the increasing purchasing power of the younger generation, we have adjusted our communication strategy with a new brand positioning, highlighting the concept 'Pleno - The Best First Home', delving into the insights of this customer group who are ready to expand from their family's home. We focus on two main dimensions: (1) offering usable space that fully meets their identity within an affordable package, and (2) living in a quality, safe, and confident community, supporting this customer group in fulfilling their dream of owning their first main home. Additionally, we emphasize the design of communal spaces in each location, tailored to the real insights of customer lifestyles in each area. In the second half of this year, we are ready to launch a total of 8 new Pleno projects valued at 7,495 Million Baht, with prices starting from 1.99 - 6.8 Million Baht." Mr. Phamon added.

Overall, in the past 7 months, the company has achieved total sales of over 18,175 Million Baht, accounting for 55% of the set target (total sales target of 33,500 Million Baht), with 15,540 Million Baht coming from horizontal products, growing 11% compared to the same period last year, and accounting for 70% of the annual sales target for horizontal products of 22,500 Million Baht. The total sales from horizontal products come from over 85 projects currently on sale, with a remaining sales value of 46,750 Million Baht (including 14 new horizontal projects launched in the first half valued at 15,475 Million Baht). AP is confident that the overall horizontal market, especially the townhome projects under AP, will continue to grow well, as reflected in customer sentiment, visit rates, and bookings and transfers of AP townhomes returning to normal (averaging horizontal sales of no less than 500 Million Baht per week) since the easing of lockdown measures. Coupled with the organization's readiness and the team's commitment to customer needs at the heart of residential project development, we can deliver quality products that fulfill every aspect of life as desired by customers, earning their trust and confidence continuously, especially among the new urban customer segment looking for homes where every space is designed for their true identity. AP is confident that with the plan to transform urban townhouse living into a new superior standard, through the new brand positioning communication, both brands 'Urban Living - The Way of Urban Living' and 'Pleno - The Best First Home' will be able to reach a broader customer base, ensuring that the plan to launch a total of 13 new townhome projects valued at over 15,350 Million Baht, which will gradually open for pre-sale starting late August, will receive positive responses from customers in every location." Mr. Phamon concluded.