Luxury models—MG Cyberster and Maxus MIFA—debut in Bhutanese market
Dorji Choden
ST Motors is pushing new boundaries in the electric vehicle (EV) market in the country, introducing a range of cutting-edge luxury models.
During the two-day car show at Clocktower Square in Thimphu on January 11-12, the company unveiled two new luxury models—the MG Cyberster and Maxus MIFA. Both models are autopilot luxury cars equipped with advanced safety features and GPS systems.
“These cars can detect any potential dangers using their GPS, but since our country lacks a proper GPS system, this feature is currently unusable,” an ST Motors official said.
ST Motors is the authorised dealer for more than 10 global EV brands, which collaborates closely with its parent company.
The company boasts its own service centre, staffed with internationally trained technicians.
Sangay Tsheltrim, the owner of ST Motors, shared ambitious plans for the company’s future, including introducing electric flying logistics vehicles in the country.
“We haven’t yet discussed this with the government, but it could save a lot of time if approved,” he said.
The company is also exploring the introduction of electric trucks and machinery to diversify the EV market in the country.
To support the growing EV demand, ST Motors plans to establish 20 Direct Current fast-charging stations nationwide. These stations will include premium amenities, such as cafeterias for travellers, offering a seamless charging experience.
The maximum fee for a full charge will be capped at Nu 150. “This minimal charge ensures the station managers can maintain operations effectively,” the ST Motors official said. “Currently, many public charging stations are not functional because they are left unchecked, with no one held accountable.”
Sangay Tsheltrim also shared the challenges of importing vehicles directly as the government has stated its plans to let the public purchase vehicles directly from the company.
“The government makes it seem easy for customers to buy vehicles directly, but it’s not as simple or cost-effective as it sounds. International buyers face 30-50 percent higher costs from parent companies,” he said. “Additionally, smaller orders incur higher interest rates and expensive shipping fees. As authorised dealers, we receive certain concessions because we purchase vehicles in bulk directly from the factory.”
ST Motors deals with high end EVs as well as economic EVs.
The price of the vehicles depends on the features and the kilometre (Km) range. “The more the km range, the higher the price,” said the ST Motor official.
Currently, ST Motors offers electric vehicles ranging in price from Nu 2 million to Nu 6.5 million.
As a leading EV dealer, ST Motors plans to introduce innovative models that cater to both luxury and economy segments, making sustainable mobility accessible to a wider audience.
The company is set to introduce seven additional EV brands, including models with prices starting at Nu 1.6 million, ensuring electric vehicles remain within reach for a broad spectrum of consumers.
ST Motors has successfully sold every unit of EVs it has imported so far, reflecting the growing demand for EVs in the country.
Currently, ST motors deals with brands such as Neta, MG, Geely Riddara Pickup, Maxus (Mifa 7 and Mifa 9), KYC Bus (V5 & V7) and Avatr. The company will be bringing in AION V, Hyper HT Gull wing and Kingo high roof vip 11 seater in the coming months.