"AP Thailand" is charging into the Year of the Tiger with plans to launch 65 new projects, aiming for sales of 50 billion baht by highlighting the strengths of horizontal housing, revamping 20 new designs of townhomes, and introducing PLENO TOWN, a new brand of two-story townhomes, targeting the peripheral market with prices starting at just 1.89 million baht. For the single house segment, the company is aggressively entering the 3 - 5 million baht market with a new brand aimed at Gen M and Gen Z featuring new house designs.

            Mr. Witakarn Janthawimon, Deputy Managing Director of Corporate Strategy and Creativity at AP (Thailand) Public Company Limited stated that the real estate business over the past two years has shown that the demand for buying and renting in the real estate market still exists, albeit with changes in format according to the situation. In 2021, the company is expected to have the highest property transfer value in the market, around 40 billion baht.

            The key strategy that creates a competitive advantage comes from managing a diversified portfolio of ready-to-sell products across various locations to create opportunities. From 117 projects, it can generate sales of up to 35,050 million baht, including Cash Flow Management that maintains financial stability, resulting in a continuously decreasing net debt-to-equity ratio. As of the end of 2021, the company had a low net debt-to-equity ratio of only 0.58 times, and Digital Competency is one of the key roadmaps that AP uses as a key to drive business touchpoints with customers, partners, and employees.

 

AP charges into the Year of the Tiger, launching 65 new projects with a sales target of 50 billion baht

            In 2022, AP (Thailand) will continue with 65 new projects valued at over 78 billion baht , marking the highest number of new projects since the company's inception. This includes 29 townhome projects valued at 25.2 billion baht, 26 single house projects valued at 35.6 billion baht, 5 condominium projects valued at 13 billion baht, and 5 projects in provincial areas valued at 4.2 billion baht. This will result in AP having over 182 projects ready for sale in both Bangkok and provincial areas, valued at over 149 billion baht, with a sales target of 50 billion baht and total revenue target of 100% JV at 47 billion baht.

Additionally, there are plans to expand horizontal housing significantly into peripheral areas such as Samut Prakan, Samut Sakhon, Nonthaburi, and Pathum Thani. This not only replaces many old projects that have been sold out but also creates a greater competitive advantage by expanding products into new markets, thus reaching a broader target audience.

 

Revamping townhome designs in the city with 20 new models from 6 brands, targeting 30% growth

One of the highlights this year is the complete rethinking of townhome development within the AP network to maintain its position as the market leader in townhomes under the concept "Unlock urban living with AP townhomes, a vertical living space of your choice" with a growth target of over 30%.

There will be 20 new house designs launched from 6 quality townhome brands that have been completely revamped in terms of architectural dimensions and interior space to enhance the living experience in traditional townhomes, while also adding selling points with houses having a maximum width of 11 meters under the brands The Edition and Grand Pleno, and entering the two-story townhome market in peripheral areas with the new brand PLENO TOWN starting at just 1.89 million baht.

 

 

Launching the "Single House 3-5 Million" brand targeting Gen M and Gen Z with new house designs in the peripheral zone

        The "single house" segment continues with 3 quality brands: THE PALAZZO, a luxury mansion in the super-luxury segment, THE CITY, a newly designed single house in the high-end segment, and CENTRO, a modern single house design for starting families in the mid-upper segment.

In 2022, the company will penetrate new markets in peripheral areas such as Samut Sakhon and Samut Prakan by launching new products, single houses priced at 3-5 million baht under a new brand aimed at Gen M and Gen Z with new house designs.

Highlighting "ASPIRE" as the main fighting brand to penetrate the mass condominium market

            In the condominium market, some segments are showing signs of improvement, such as the mid to lower-middle segment. If economic activities return to normal, it could present a good opportunity for the condominium market. In 2022, AP plans to reclaim its position as a condominium leader in the city with plans to launch 5 new projects valued at 13 billion baht, highlighting ASPIRE as the main fighting brand to penetrate the mass market with the stance LIVE AS YOU ASPIRE, offering freedom in every dimension of life with 3 selling points: Modular Layout, adaptable living spaces; The Best of ‘ME’ Space, communal areas that cater to every identity; and Entry-Level Price, starting at just 1.99 million baht or an average starting price of 84,000 baht/sq.m. in 4 locations: Aspire Pinklao-Arun Amarin, which is ready for pre-sale on March 19-20, Aspire Ratchayothin, Aspire Sukhumvit-Rama 4, and Aspire On Nut Station.

For ready-to-move-in condominiums that cater to every segment in 2022, including RHYTHM Ekkamai Estate, LIFE Sathorn Sierra, ASPIRE Erawan Prime, and LIFE Phaholyothin-Ladprao.

 

 

            The company continues to operate its business plan with caution while being ready to adapt quickly through cash flow management, under the organization's overarching mission 'EMPOWER LIVING', which aims to deliver a good quality of life that customers can choose, with valuable and meaningful products and services.