AP Thailand reigns supreme in single detached home market Set to unveil 17 new home models under 18 quality projects New brand ‘MODEN' conceived to sell for Bht 3-5 million

BackJul 25, 2022

Bangkok (25 July 2022) – Mr. Ratchayud Nunthachotsophol, Chief Business Group, Single Detached Home, an important key man of AP Thailand Public Co., Ltd., said, “It’s another achievement that our Single Detached Home Business Group managed to get over a number of limitations, particularly regarding our crisis management during the pandemic. Today, AP Single Detached Homes still hold the largest market share with the most number of units sold in the market for detached homes in Bangkok and its environs (2015-2021) and dynamic growth in respect to project number and value.”

“As for 2022, this year will see the most number of new projects launched at 23 worth around Bht 32,650 million. This is three times as many compared to the previous year. And we have greater distribution of locations too. This year AP’s single detached homes will be spread all over. There will be more than 50 projects, which is enough for customers to have Cheevit Dee Dee Tee Lueak Eng Dai”

“The key factor driving the dynamic growth of AP single detached homes is the clarity in our product development direction to differentiate in terms of product offering and price package. We attach great importance to the development of each house. It must be exactly right in its value for money, whether it be the space functionality or the exterior architecture that must have an effect on the interior or the common areas and facilities at AP single homes, they must deliver better feeling at a price package acceptable to customers in comparison to the supply available in the same location,” said Mr. Ratchayud.

The company remains on track to maintain its leadership in single detached homes with plans to launch new projects in well-explored locations to replace sold-out developments while also expanding into nearby areas. One of the new challenges for this year involves bringing AP single detached homes to new markets in a price range of Bht 3-5 million under its market penetration strategy to ensure a new series of quantum growth. In this entry into new markets, AP will go to new locations where there are no products in its portfolio. The company will enter new locations with newly developed brand called MODEN which will share the same high standards as other brands of AP single detached homes.

“The market for single detached homes at the price range of Bht 3-5 million is another attractive sector considering the fact that there are still not many supplies available from the major developers. So, we want to use the expertise and specialisation we have to create growth opportunities and competitive advantage for our SDH portfolio as we offer customers new choices to have Cheevit Dee Dee Tee Lueak Eng Dai. We believe that the launch of the brand MODEN will be well received just like our other successful SDH brands,”
Mr. Ratchayud said.

Mrs. Pimpun Preechanont, Senior Executive Vice President – SDH Brand Management and Development, AP Thailand Public Co., Ltd., said, “The challenge of single detached home development today goes beyond location and functionality. Today, the way people use spaces and functions has changed. COVID-19 has led to a home nesting trend.  It means people will go to any lengths to make their home everything.  There is more to the word workplace, which may not be just a table for meeting or work.  For example, it could be a studio, a relaxing corner or even a small café in your home.  You have to take into account space flexibility more when designing a home.  It has to be practically adaptable.”

Therefore, in the second half of this year, the SDH Business Group of AP is ready to unveil 17 new home models to deliver new feelings at 18 new projects to be launched during the period under the brand THE CITY, which will be a high-end single detached home development on a plot of 100-127 square wah, with a functional area of 386-560 square metres on offer at a price of Bht 12-20 million; CENTRO, which will be a modern single detached home in the upper middle segment for family starters on a plot of 50-62 square wah, with a functional area of 203-305 square metres on offer at a price of Bht 5-12 million; and the newest brand MODEN, a single detached home for Gen Z which will be made available in 5 feel-fresh models on a plot of 50-54 square wah, with a functional area of 163-227 square metres on offer for Bht 3-5 million.

“Project development today and the future requires brands to do more homework on space design and to understand consumer insight on the way spaces are differently used by each family member. This is because if you decipher the real need for space use in a house, you will find that gender, age, need for privacy and shared areas in a house are factors that need to be addressed design-wise. Importantly, today’s customers are looking for a house that offers fresh areas – ones which are not boring and which give living experience different perspective,” said Mrs. Pimpun.

The FUNCTIONAL IS BEAUTIFUL philosophy continues to be the cornerstone in SDH development under all AP brands to ensure that every single detached home from AP understands every life. It works under three key concepts behind AP’s successful SDH development, which are:

  1. Harmonious Living for All. With this concept, a private space is created together with a space for everyone. It attaches importance to designing an AP home that is not only a functional space but a space for everyone living inside it. This way, having a private space, for example, is not only having a private bedroom, but it means every corner in your home can be functional as a private space in a shared space. Take THE CITY in a new design, not only is its first floor designed to offer double volume with vertical space connection, its wide frontage also reflects interior space connectivity where family members can read, work, receive guests or dine in a comfortable, airy environment with natural light allowed to play a role. The design also supports a geriatric trend in that the bedroom is on the first floor near the parking spot or that for the first time an attic is added in the design of THE CITY Charan-Pinklao, an idea to create new spaces to make living in your home more colourful.
  2. Spaces with Function-led Aesthetic. It goes beyond beauty for every space can be really used. It’s a challenge for the design team. They have to think about functionality that starts from the project layout process in order to realise Smart Space Smart Layout. The interior layout of the new-design CITY home, for example, is a result of the change in thinking approach: how the three main functions on the first floor are laid out to give new functional perspective from overlapping spces to parking space, exterior storage space and house entrance.  Or take the company’s MODEN-brandded home model for another example. The second floor of its interior is designed to be a Pocket Space connected to Family Area where the customer can have the space adapted into different new dimensions to support other activities without limits.
  3. Meaningful Innovations for Life. Technology is integrated into living to create life value and meaning. This concept is based on the belief that innovations make for ideal living. It leads to the company’s Hybrid Living concept, which is integrated into every little detail of living in an AP single detached home, whether it be Security where you have an innovation to keep you safe and sound inside your home, Comfort from an innovation behind AP’s smart command system, Cost-saving with an innovation for common area management and Community, an innovation for 24/7 community surveillance.

“It is very encouraging to our team to be well received because we are confident that we are a dynamic brand of home developer.  In our opinion,our business is more than just acquire land and build houses for sale using the same ideas, the same models.  But our priority is that the houses we build we have to give them new designs, functional spaces and attractive looks in harmony with their locations.  We also study ever changing trends, especially during the pandemic.  We study the behaviour, the needs of today.  We look deeper and deeper into how interior spaces are used, how to give individual family members an ideal connected space or private space.”

In the third quarter, the company will launch six single detached home projects worth Bht 8,770 million, one of which under THE CITY brand: THE CITY Bangna with 167 units worth Bht 2,150 million, and five projects worth Bht 6,620 million under CENTRO brand.

The company will spice up its third quarter’s marketing through a campaign called THE NEIGHBOR. The campaign is a continuation of last year’s well received MINI SERIES YOUTUBER programme in which a number of celebrities and YouTubers who are real AP residents were invited to share the stories of how they use the spaces in AP homes.  These people purchased and live in the houses they purchased.

In THE NEIGHBOR MINI SERIES this year, real AP project residents such as Pumpui, Kawin, Zom Marie, March Chutavuth, Nat Thephasadin, Nubngern, Beer The Voice, Catian Quint and Mod Napapat will open their houses and, for the first time, they will go on an exclusive  tour inside AP’s Virtual Home at www.ap.com/home and Facebook APThai Home.

The company plans to launch in the fourth quarter three projects worth Bht 3,550 million under the brand MODEN. They are MODEN Bangna-Srinakarin, MODEN Rama 2 and MODEN Bangna-Theparak. All will be on offer at a price of Bht 3-5 million.

To download all photos and additional documents, go to

 https://drive.google.com/drive/folders/1zxW6iTD_IjSLW8y4hV6Hx0Ta7d30V08f?usp=sharing

“AP Thailand – Cheevit Dee Dee Tee Lueak Eng Dai”