Mr. Metha Rakthum, Deputy Managing Director of the Townhome Business Development Division at AP (Thailand) Public Company Limited, revealed that "In line with AP's business direction, we have set 2022 as the pinnacle year, pushing through all limitations in the townhome business segment. We are ready to contribute to the larger goal of delivering a better life that customers can choose for themselves, while continuously reinforcing our position as the market leader in urban townhomes through the development plan of 29 new projects worth a total of 25.2 billion baht, marking the highest number of new project launches and a six-fold increase in value from the previous year.


Mr. Metha Rakthum, Deputy Managing Director of the Townhome Business Development Division at AP (Thailand) Public Company Limited

In addition to replacing successful old projects that have been sold out, this expansion aims to create a competitive advantage and establish a new historical milestone for the industry. We have laid out a development roadmap under the core concept of 'UNLOCK VERTICAL LIFE: Customizable Vertical Living Spaces', transforming every limitation into the best offerings across all dimensions, blending aesthetics with a new lifestyle seamlessly. Our goal is for AP townhomes to be the first and best choice, covering all segments at the most valuable price points, responding to real demand in prime locations throughout Bangkok and its suburbs."

The AP Townhome Group sees the trend of new lifestyles requiring homes that accommodate all aspects of life, enhancing happiness in every form both today and in the future. Regardless of your lifestyle, AP townhomes are ready to fulfill your happiness through a commitment to creating a distinctive market presence. We are launching the market with full force, delivering the ultimate customizable vertical living spaces through three main strategies:

1. Launching 20 new house designs from 6 quality townhome brands that break through all design limitations in architecture and space functionality. We present a living experience in townhomes that responds to new lifestyle trends, highlighting the success of the 'Urban Home' brand, the number one urban townhome brand with the highest market share in sales, leading the upper market (B Segment) with a unique offering of 'customizable home designs' for the first time in the real estate industry. This allows customers to design their home's functional spaces according to their family's actual needs. This transformation will strengthen the 'Urban Home' brand, making it not just a residence but also empowering residents to choose their lifestyle more freely.

Additionally, we are expanding the core concept of homes, with spacious areas for relaxation, dining, and large kitchens on the second floor, innovatively designed based on real customer insights and the evolving new lifestyle. This enhances both privacy and open views for all household members at any time. The third floor features a special design accommodating a large Penthouse Master Bedroom space or the option to design up to two Master Bedrooms. The newly designed three-story Urban Home with a width of 5.5 meters and a usable area of 167 square meters will be piloted as the first flagship at Urban Home Phaholyothin - Vibhavadi starting at 4.99 - 9 million baht and Urban Home Ladprao 101 Station starting at 5.99 million baht.

“This year, AP is preparing to unveil the return of the brand 'Urban Home Classé' after 7 years, which will penetrate the luxury townhome market in the city center (A Segment) with a 3.5-story and 3-story design, 8 meters wide, and a usable area of 259 square meters, showcasing the best in private space functionality, catering to exclusive living. The design includes vertical connecting relaxation areas with ceilings over 6 meters high (Double-Volume Living), providing residents with a relaxing view that fulfills every experience of living in a city center home. The first pilot will be in Sukhumvit 77 with 120 units starting at 14.9 million baht,” Mr. Metha added.

Furthermore, to maintain growth in the two-story townhome market (C+ Segment) under the brand 'Pleno', we emphasize the best first home offering. In the first quarter, we launched two new house designs: Pleno Vibhavadi - Don Mueang and Pleno Ratchaphruek - Sathorn, presenting new design townhomes 7 meters wide with a usable area of 132 square meters, expanding all functional spaces. The response has been very positive, confirming ongoing customer demand. AP plans to launch 8 new projects worth a total of 6.73 billion baht.

2. Expanding the two-story townhome market into suburban areas AP sees a gap in the C Segment townhome market in suburban locations. Market surveys indicate that the townhome designs offered do not align with the new lifestyles of younger customers. This has led to the development of a new brand, “Pleno Town,” with the selling point of “spaces of happiness for life,” offering new two-story townhomes 5 meters wide with a usable area of 107 square meters, emphasizing complete functionality and adaptable design. The central area is fully equipped with a 24-hour fitness center, and the pricing package is accessible for customers looking for new townhomes to start their lives. This year, we are preparing to launch 6 major projects worth a total of 5.53 billion baht, covering all potential locations near the city, such as the eastern Bangkok zone – Bangna, Theparak, the western Bangkok zone – Pinklao, Phutthamonthon Sai 5, Nonthaburi, and the northern Bangkok zone – Lam Luk Ka and Rangsit Klong 5, etc.

3. Preparing to increase market share for three-story and two-story twin houses AP has successfully pioneered the three-story twin house market in the city through the brand “Urban Home The Edition,” leading the market with strong customer acceptance and continuous high sales. Recent market surveys show that the demand for twin houses in the city remains strong, with an average growth rate of 29% over the past two years (2020-2021) from customers seeking larger living spaces in urban locations at reasonable prices. For this market penetration, AP is ready to leverage its development experience to extend the concept of customizable vertical living spaces, presenting a new series of twin houses through the brand “Urban Home The Edition,” featuring new three-story twin houses 9.8 meters wide with a usable area of 218 square meters and “Grand Pleno,” new two-story twin houses 11.4 meters wide with a usable area of 145 square meters. We will expand the number of projects and penetrate new locations, piloting in four initial locations: Pinklao – Borommaratchachonnani - Salaya - Bangna and Phaholyothin - Vibhavadi.

“For the horizontal property market in the second half of the year, AP believes it will continue to be a market of interest with growth potential, reflected in strong sales from AP's horizontal products over the past five months, totaling 16.81 billion baht, growing 23% from the previous year and accounting for 45% of the annual horizontal sales target of 38 billion baht. This guarantees ongoing demand from customers looking for new horizontal homes across all segments amid a challenging market environment. We are confident that the development roadmap for the townhome segment this year, under the concept of 'Unlock Vertical Life: Customizable Vertical Living Spaces,' will create another significant turning point for the housing industry, especially with the launch of new big-batch pre-sales projects that will stimulate the home buying atmosphere and provide the best first options for urban families looking for new horizontal homes across all segments and locations throughout Bangkok and its suburbs,” Mr. Metha concluded.

 

Special campaign “Your Destinations” offers customizable vertical living spaces with new townhomes from AP. No matter your lifestyle, AP townhomes are ready to fulfill your happiness. Don't miss out on special pre-sale prices with great offers, including an iPhone for every unit, special interest rates of 0.99% for 2 years, and monthly payments starting at 3,000 baht. Plus, stand a chance to win the Your Destinations Trip worth over 5,000,000 baht. New project pre-sales will continue every month, with six new projects launching in June, including Urban Home The Edition Pinklao – Borom, pre-sale prices from 6.99 - 9 million baht, Urban Home Vibhavadi – Chaeng Watthana, pre-sale prices from 3.79 - 7 million baht, Pleno Phaholyothin – Sai Mai 2, pre-sale price of 2.79 million baht, Pleno Sukhumvit – Bangna 2, pre-sale price of 2.99 million baht, Pleno Suksawad - Pracha Uthit 76, pre-sale price of 2.99 million baht, and Pleno Town Pinklao – Sai 5, pre-sale price of 2.29 million baht. This special offer is available only on June 25-26.

 

AP Townhome Business Operation Plan
- In 2022, the AP Townhome business plans to launch the highest number of new projects, totaling 29 projects worth a total of 25.2 billion baht, with 13 projects worth 10.16 billion baht in the first half and 16 projects worth 15.04 billion baht in the second half.
- Covering all segments through 6 quality brands, including “Urban Home Classé,” luxury residences 3.5 stories and 3 stories targeting central urban locations, “Urban Home,” three-story townhomes with customizable designs, “Urban Home The Edition,” new design twin houses in the high-end segment with superior functionality, “Grand Pleno,” new luxury two-story twin houses with larger spaces, “Pleno,” premium two-story townhomes, the best first home offering, and the newest brand “Pleno Town,” two-story townhomes with complete functionality targeting suburban locations at accessible prices, responding to spaces of happiness for life.

Update on total sales of AP Thailand's horizontal products (as of May 31, 2022)
- AP's horizontal products (townhomes, twin houses, and single houses) have generated total sales of 16.81 billion baht, growing 23% from the same period last year and accounting for 45% of the annual horizontal sales target of 38 billion baht.

“AP Thailand - A Better Life You Can Choose”