“AP’s single detached home” enjoy strong growth
- Keeping growth momentum going, company set to launch 17 new SDH projects worth Bht 20,050 million as it pursues ‘AP Empower Living’ main mission to enable everyone in society to fulfill life purpose
- Sustainable growth targeted for 2020 with 2 main strategic components: Hybrid Living 2020 and Dynamic Personalized Model
Bangkok (10 Mar 2020) – AP (Thailand) Public Co., Ltd., the leader in the development of residential properties and innovation for urbanites, announced, today, that its ‘single detached home’ business has dominated the segment with the largest market share and highest sales during the last five years. The company has revealed offensive plans to keep growth momentum going in 2020, when 17 new single detached home projects worth Bht 20,050 million will be launched as it pursues the main ‘AP Empower Living’ corporate mission to enable everyone in society to fulfill their life purpose by integrating ‘Hybrid Living 2020’ innovative home concept with ‘Dynamic Personalized Model’ project development.
Mr. Ratchayud Nunthachotsophol, Chief Business Group, Single Detached Home, AP (Thailand) Public Co., Ltd., said, “AP single detached homes have been continuously accepted and gained a good trust thanks to demand from urban families. In 2019, the company hit top form with realized revenues edging closer to Bht 10,000 million, a record high for our single detached home business. We are now No.1 in the market for single detached home with the largest market of total sales in the past five years. We have enjoyed good reception in every niche of the market such as “The Palazzo” brand of new super luxury mansions that offer living aesthetics for a price range of Bht 35-60 million; “The City” brand of high-end detached homes in the Bht 11-30 million price range; and, in particular, “Centro” brand of 2-storey modern homes for those starting a family in the middle upper segment with a price tag of Bht 5-10 million. All of them meet exact living needs and gain customer trust. They form the most outstanding growing portfolio for products in the same price range last year.”
And to keep growth momentum going into 2020, AP - Single Detached Home business group is ready to embark on the main ‘AP Empower Living’ mission, which aims to enable everyone in society to fulfill their life purpose, and is set to get aggressive with plans to launch 17 new projects worth Bht 20,050 million, of which 10 projects worth Bht around Bht 12,105 million will be launched in the first half. The value of projects is higher than the previous year by 90%.
There are two main strategic components in the company’s development and delivery of single detached homes.
- Hybrid Living 2020 – innovative home that understands life. The strength of the concept lies in the insights on the real life of detached home residents who have different lifestyles and age spans in individual locations. The innovations are integrated into common areas to maximize benefits and comfort for residents. Also, life innovations are mixed into various spaces inside the home to ensure that every quarter of AP’s single detached home is ready to empower living to fulfill life purpose. There are four main areas of focus: Security – smart home security system e.g. door sensor, window sensor, motion sensor, digital door lock and emergency button. 2. Comfort – smart home instruction system connected to smart technology that enables control through applications e.g. lighting control system, Air Flow system, smart air filter control system, smart sprinkle control. 3. Cost Saving – eco-friendly technologies e.g. solar energy clubhouse and technology used to treat waste water for use in watering trees in AP projects to save common area expenses for residents, and 4. Community – design innovation for life quality keeps AP’s residential projects safe 24-7 using Katsan Platform to alert residents via mobile phone when there are guests at the door. The platform also screens suspected vehicles and follows movements.
- Dynamic Personalized Model – The design and development of projects responds to different living patterns of target customers in individual locations in terms of form and design concept. Not only does it take into account demographics or segment of customers, but it also uses design thinking to find unmet needs that allow the company to develop its products and living experiences for customers in each location. It offers a worthy result for both interior space functions and common areas as well as a price package management that is exactly what customers look for.
“Although the overall situation since the start if the year has presented a challenge beyond our control, we are confident that demand from people looking for ready-to-live-in single detached homes and new projects is still there judging from the number of customers who pay 280 visits to AP’s single home projects a week. We were well received, in particular, at our presale events in late February for four newest single detached home projects, namely (1) Centro Bangna-Kingkaew worth Bht 1,930 million – Everything is right about the functions of this new home series. It comes with a design that understands life. Built on an area of 61 rai, there are a total of 294 units. The location is only 10 minutes from Suvarnabhumi Airport and Mega Bangna. Prices start from Bht 7.5 million to Bht 12 million (2) Centro Chaiyapruek 345 worth Bht 870 million – Built on the best location at the nexus of Bangkok, Nonthaburi and Pathum Thani , there are 161 units on an area of 33 rai. The project is only 10 minutes from Srirat and Udonrattya expressways. Prices are from Bht 5.59 million to Bht 8 million (3) The City Mahajesadabodin Bridge worth Bht 1,165 million – This latest single detached home project near Mahajesadabodin Bridge is only 20 minutes from Chathuchak and only five minutes from Sai Ma BTS Station. There are 76 units on an area of 27 rai with prices ranging from Bht 15.9 million to Bht 25.9 million (4) The City Suksawat 64 – This new design of luxury single detached home project offers everything to make your life fulfilled. It is only 20 minutes from Sathorn. Valued at Bht 1,240 million, the project is located on an area of 30 rai. There are a total of 116 units with prices ranging from Bht 9 million to Bht 20 million,” said Mr.Ratchayud.
“With those contributions, AP was able to record Bht 3,780 million in low-rise presales (as at 29 February 2020). It reflected market demand and the confidence of families looking for new home projects as well as the confidence in the products from AP. We believe that the two strategic components for this year will be integrated into our products and services that will empower every aspect of life and will enable AP to sustainably maintain its growth and dominance in the market for single detached homes,” Mr. Ratchayud said.
AP Thailand Group is in pursuit of EMPOWER LIVING mission to fulfill every life purpose with valuable and meaningful product and service innovations