Mr. Ratchachayut Nuntachotisophon, Deputy Managing Director of the Single-Detached House Business Development Division at AP Thailand Public Company Limited, stated, "This is another achievement for the single-detached house business group, which has successfully overcome various challenges, especially in managing during the crisis of the pandemic. Today, AP's single-detached houses hold the largest market share, ranking number one, with the highest number of units sold in the single-detached house market in urban and suburban areas (from 2015 to 2021). This is coupled with continuous growth in both the quantity and value of new project developments. In 2022, the number of new single-detached house projects launched reached a record 23 projects, with a total value of approximately 32.65 billion baht, an increase of over three times compared to the previous year, including a wider distribution of projects covering more areas. It is expected that this year, AP will have over 50 projects in various locations, providing enough options for customers to choose a good life for themselves."

"The key drive that propels AP's single-detached houses to continuous growth comes from a clear product development direction that creates differentiation in terms of Product Offering and Price Package. We place great importance on developing the houses to ensure they provide value in terms of usable space, whether it be the exterior architecture impacting the interior space, as well as common areas and various amenities. AP's single-detached houses must deliver a feeling that goes beyond expectations, alongside a price package that customers find acceptable compared to the supply available in the same location," Mr. Ratchachayut added.

The company continues to implement plans to maintain its leadership in the single-detached house segment by launching new projects in familiar locations, either replacing old projects that have been sold out or expanding into nearby areas. This year's new challenge is to penetrate new markets for single-detached houses priced at 3-5 million baht under a Market Penetration strategy to achieve significant growth once again. This new market entry will involve locations that currently have no products in AP's portfolio, with a newly developed product brand called MODEN, which will adhere to the same standards as AP's other single-detached house brands.

Moden Single-Detached Houses Priced at 3-5 Million Baht

"The 3-5 million baht single-detached house market is another interesting market, as the supply from major developers is still limited. We want to leverage our expertise to create growth opportunities and competitive advantages for our AP single-detached house portfolio, while also providing new options for customers to choose a good life. We believe that the launch of the MODEN brand will receive a positive response, similar to our other successful single-detached house brands," Mr. Ratchachayut stated.

Ms. Pimphan Prechanont, Senior Director of Brand Management and Product Development for Single-Detached Houses at AP Thailand Public Company Limited, said, "Currently, the challenges in developing single-detached houses have reached a point where we need to elevate beyond just location and functionality. The way people use space has changed. COVID-19 has stimulated the trend of Home Nesting, where homes need to serve multiple purposes. The concept of a workspace has evolved beyond just a meeting table; it can now transform into a studio, a relaxation corner, or even a small café. This has led to a greater emphasis on designing homes with Flexible Spaces that can be adapted and used practically without feeling cramped."

Therefore, in the second half of this year, the AP single-detached house business group is ready to launch 17 new house models to deliver new experiences with 18 projects set to debut. These include the brand THE CITY, high-end single-detached houses with land sizes of 100-127 square wah and usable areas of 386-560 square meters, priced between 12-20 million baht; the brand CENTRO, modern-designed single-detached houses for starting families in the mid-range segment, with land sizes of 50-62 square wah and usable areas of 203-305 square meters, priced between 5-12 million baht; and the new brand "MODEN," single-detached houses for Gen Z, featuring 5 new house models with land sizes of 50-54 square wah and usable areas of 163-227 square meters, priced between 3-5 million baht.

"The heart of project design and development today and in the future is crucial for brands to revisit their homework in space design, as well as understanding the insights of how different family members use space. If we decode the actual space usage needs of a house, we will find that gender, age, lifestyle, and the need for private and communal spaces within a home have details that design must address. Importantly, today customers are looking for homes with new spaces that feel fresh and create experiences in living from a new perspective," Ms. Pimphan emphasized.

The philosophy of FUNCTIONAL IS BEAUTIFUL remains a key stance in the development of single-detached houses across all AP brands, ensuring that AP's single-detached houses understand every life, under three key concepts that have always driven the success of AP's single-detached houses:

  1. Harmonious Living for All: Creating private spaces alongside communal areas. This concept emphasizes designing AP houses not just as "usable space" but as "spaces that cater to everyone in the home." For example, creating private areas is not just about having a personal bedroom but involves designing various corners within the house to serve as private spaces in communal areas.

For instance, the new design of THE CITY not only features a first floor layout with Double Volume connecting vertical spaces, but also wide-front houses that reflect connectivity within all internal areas, serving as reading spaces, work areas, guest reception areas, or dining tables for all members, all in an open, airy, and comfortable environment that welcomes natural light. Additionally, it accommodates the trend of aging populations by placing bedrooms on the first floor closer to parking spots, or for the first time, designing attic rooms in THE CITY Charan-Pinklao project, which represents a concept to create new spaces that add vibrancy to living in the house.

  1. Spaces with Function-led Aesthetic: More than just aesthetics, every space must be practically usable. This is another challenge for the design team, considering practical usability starting from the project layout process to create Smart Space Smart Layout. For example, the new design of the CENTRO brand rethinks the arrangement of three main functions on the first floor, such as parking space, outdoor storage, and a new entrance perspective, resulting in new usable spaces from overlapping areas. Similarly, the MODEN brand house designs the second floor to include Pocket Space connected to the Family Area, allowing customers to adapt the space for various activities without limitations.
  2. Meaningful Innovations for Life: Integrating technology into living to create value and meaning in life. This concept is based on the belief that innovation enhances the harmony of living, leading to the concept of HYBRID LIVING, which is integrated into every detail of living in AP's single-detached houses, including Security innovations for home safety, Comfort innovations for convenience with smart control systems, Cost-saving innovations for managing communal areas, and Community innovations that care for the community 24 hours a day.

"A positive response is a significant encouragement for the team because we are confident that we are a brand that continuously develops homes. We see it not just as acquiring land and building to sell based on old concepts and designs, but we emphasize designing new homes, usable spaces, and aesthetics that align with the context of the location. We also study changing trends continuously, especially during the COVID situation, examining behaviors and needs deeply, including how family members can have connected and private spaces that are perfectly balanced,"

In the third quarter, the company plans to launch 6 new single-detached house projects valued at 8.77 billion baht, including 1 project under the brand THE CITY, namely THE CITY Bangna, with 167 units valued at 2.15 billion baht, and 5 projects under the brand CENTRO valued at 6.62 billion baht.

The third quarter will also see a vibrant marketing campaign called THE NEIGHBOR, inviting you to live together. This campaign builds on last year's successful MINI SERIES YOUTUBER, where we invited celebrities and YouTubers who are actual AP residents to share their experiences of using space in AP homes.

THE NEIGHBOR MINI SERIES #InvitingYouToLiveTogether this year features a lineup of celebrities and real AP resident YouTubers, such as Pumpui-Kwin, Som-Mari, March Chutavuth, Nat Thephasadin, Nupen, Beer The Voice, Captain-Kwin, and Mod-Napapach, who will open their homes and for the first time, they will tour the spaces in a Virtual Home, providing exclusive access to happiness at www.ap.com/home and Facebook APThai Home.

Additionally, the MODEN brand projects are set to launch in the fourth quarter with 3 projects valued at 3.55 billion baht, including MODEN Bangna-Srinakarin, MODEN Rama 2, and MODEN Bangna-Theparak, all priced between 3-5 million baht.