Netherlands-based Pon Holdings has acquired a 75% stake in Audi’s Thai distributor, Meister Technik Company, which operates mainly under the Audi Thailand name, after two years of negotiations, according to local reports.

The Dutch company acquired Meister Technik from Thailand’s Lamsam family, which established the company in 2016 with a number of minority local investors. The family has retained a 25% stake in the company.

Pon is a key global distribution partner for Audi, responsible for around 100,000 Audi sales worldwide in 2025. The company aims to become Audi's strategic partner in the Southeast Asia, helping to improve the German premium brand’s competitiveness and reverse years of underperformance in the region.

In Thailand, Meister Technik sold around 760 Audis last year, according to industry data, most of which were imported from Germany. Pon has vowed to return Audi’s sales in Thailand to over 1,000 units per year by 2027. The company is expected to have access to a broader range of China-made models going forward, including battery electric vehicles (BEVs), which are expected to drive up growth in the coming years.

Gerard Jensen, vice president of Pon Automotive Asia, said in a statement: “Thailand has seen strong automotive industry development over the past four decades and continues to demonstrate strong spending power in the premium segment. Thailand is a key market in Southeast Asia.”