Why is Turkey gifting electric cars across Asia?

Since launching its national EV brand Togg in 2019, Turkey has put these cars in the spotlight through strategic gifts to Asian leaders. Pakistan's PM Shehbaz Sharif and President Zardari, Indonesia's head of state, Malaysia's leadership, and Kyrgyzstan's president have all received the Turkish-made EVs.

At $40,000, the base Togg model positions itself in a different segment from dominant players like BYD. Originally planned for a 2024 European market entry, Turkey's approach suggests a focus on premium positioning rather than competing directly with Chinese manufacturers in the affordable EV space.

The premium pricing and diplomatic distribution strategy suggest Turkey is targeting a higher market segment, raising questions about how Togg will compete in markets like Pakistan where Chinese EVs have already established a strong presence.