Long before Toyotas and Hondas filled driveways and dominated city traffic, Southeast Asia’s roads told a very different story. They were filled with the roar of American muscle, the hum of German engineering, and the charm of British saloons. Our grandfathers, if they were lucky enough to own a car in the 1950s or 60s, didn’t drive Japanese—they drove Chevrolets, Morris Minors, Austin Cambridges, and perhaps even the occasional Cadillac. This was the era before Japan became synonymous with reliability and efficiency—when the West reigned supreme, and every car on the road had a badge that hinted at colonial ties or post-war influence.
Let’s take a nostalgic drive back through time to explore what the streets of Manila, Jakarta, Bangkok, Kuala Lumpur, and Singapore looked like before Japanese automakers reshaped the industry. What follows is a portrait of a bygone era—of chrome, fins, long hoods, and handcrafted dashboards—when owning a car was more than transportation; it was identity, aspiration, and in many cases, power.
The Arrival of the Automobile
The first cars to arrive in Southeast Asia were not for the masses—they were elite luxuries, symbols of status, imported at great expense. In Singapore, the first car, a Benz, arrived in 1896. Malaya welcomed its first Mercedes in 1902, and in the Dutch East Indies, cars were seen as early as the 1890s. But for decades, these machines were limited to colonial administrators, European businessmen, and members of the local aristocracy. Roads were scarce, fuel harder to find, and most people still got around by foot, horse, or bicycle.
By the mid-20th century, however, the automobile had started to become more accessible, especially in urban centers. Post-war economic recovery, expanding cities, and new government policies encouraging industrialization and vehicle assembly turned the car from an exotic import into a viable aspiration. But the options available? Almost exclusively Western.
In the Philippines: American Steel and Muscle
In no country was the influence of American cars more pronounced than in the Philippines. Due to its deep-rooted colonial and post-colonial ties with the United States, the islands became a showroom for Detroit. Names like Ford, Chevrolet, Dodge, and Buick were not just car brands—they were part of everyday life, as much a cultural fixture as jukeboxes and American movies.
Popular models included the Ford Fairlane, Chevrolet Bel Air, and later, even the Camaro, which was assembled locally between 1967 and 1969. The Ford Fiera, a uniquely Filipino creation, was a workhorse van designed under the Progressive Car Manufacturing Program—an early national effort to localize production. Streets in Manila echoed with the rumble of V8s and the squawk of big engines, and the silhouettes of American cars became iconic on the archipelago’s rapidly modernizing streets.
In Malaya: British Motoring, Ford Dominance
In Malaya, which would later become part of Malaysia and Singapore, the influence came not from across the Pacific but from across the Indian Ocean. British cars ruled the roads—Morris, Austin, Hillman, and Vauxhall were the brands that people saw, bought, and relied on. The early establishment of Ford Malaya’s assembly plant in Singapore in 1941 gave the brand a massive leg up. By the mid-1950s, Ford reportedly held 80% of the Malayan market—a staggering dominance built on timely investment and strategic colonial alignment.
New Mercantile Bank, Kuala Lumpur | 1961 Holden | John Laurie | Flickr
Our grandfathers in Malaya might’ve driven a Ford Prefect, a Morris Oxford, or if they were truly lucky, a Jaguar Mark VII. The streets of Kuala Lumpur and Penang were filled with these British saloons, while the Cortina Mk1 became a family favorite in the 1960s. Many of these vehicles were also repurposed—like the Austin and Morris models that were converted into “oplets,” shared public taxis that served entire neighborhoods. Practicality met legacy in every drive.
Singapore: Assembly Line to Style Icon
Singapore’s unique position as both a port and production hub meant it experienced one of the most diverse automotive scenes in Southeast Asia. After its split from Malaysia in 1965, the city-state retained the Ford plant at Bukit Timah, which remained operational until 1980. British brands continued to enjoy popularity, but Singapore's cosmopolitan nature invited cars from across Europe.
It wasn’t unusual to spot a Mercedes-Benz 190SL next to a Renault Dauphine or a Fiat 1100. Even Porsches and BMWs made their way onto Singaporean roads, turning the island into an informal car show. The automotive landscape reflected the city’s economic ambition and openness. Yet even in this environment, change was coming fast. By 1970, Japanese cars had captured 50% of the new car market—a staggering shift that hinted at what was to come across the region.
Indonesia: A Continental-American Blend
Indonesia’s early automotive story is a blend of colonial history and Cold War realignment. In the 1950s, European brands were common—Morris and Austin vehicles were popular for both private use and as oplets. The government chose to import Opel Kadetts and Kapitan sedans for the 1955 Bandung Conference, along with a fleet of Plymouth Belvederes—signaling a desire to align with both European craftsmanship and American power.
Chevrolet’s 210-series gained a strong following in the 1960s, while Opel established early local assembly operations in Tanjung Priok. Although Japanese vehicles began arriving by 1959—starting with Mitsubishi Jupiter trucks—Western brands dominated Indonesian roads well into the 1970s. Indonesia’s rugged road conditions and tropical climate favored sturdy builds and reliable engineering—something brands like Chevrolet and Opel could deliver.
Thailand: A Global Showroom on Wheels
Thailand, having never been colonized, maintained a remarkably diverse car market. From Ford Mustangs to VW Beetles, Citroën DSs to BMW Isettas, the streets of Bangkok in the 1950s and 60s looked like something out of a global motor expo. Local public transport vehicles, known as songthaews, were originally built on Austin A30s before moving to Leyland and even Mercedes-Benz chassis.
American influence intensified during the Vietnam War, with Jeeps, Chevrolets, and Buicks pouring in alongside military and aid shipments. At the same time, Fiat, Peugeot, and even Alfa Romeo had dealerships in the capital. The Thai government’s push for local assembly began in the 1960s, with Ford, Fiat, and Nissan among the first to invest. By the end of the 1970s, however, Japanese brands had muscled out many Western assemblers—though not before leaving behind a rich and varied automotive legacy.
The Most Loved Cars of the Era
Across the region, a few standout models became part of everyday memory:
-
Ford Cortina Mk1 – The middle-class dream car in Malaysia and Singapore.
-
Chevrolet Bel Air & Impala – Luxury Americana, often seen in the Philippines and Thailand.
-
Morris Oxford – Workhorse of the oplet world.
-
Volkswagen Beetle – The beloved “Taotong” in Thailand, an icon everywhere else.
-
Austin Mini – A youth favorite, compact and cheeky.
-
Mercedes-Benz Ponton and Fintail – For officials, elites, and those who wanted to arrive in style.
-
Holden Torana – Australia’s contribution to the regional scene, especially in the Philippines.
Why They Dominated
Western cars didn’t just arrive—they stayed and ruled. Their dominance was built on several pillars: colonial trade privileges, early investment in local assembly plants, and the prestige that came with driving a “foreign” brand. American cars symbolized power and modernity; European cars signaled class and reliability. With little competition in the early decades, they had room to set the rules.
These brands weren’t just selling cars—they were selling aspirations. Whether you were a taxi driver in Jakarta or a diplomat in Manila, driving a Ford or Mercedes was about more than getting from A to B—it was about identity, status, and pride.
The Japanese Tipping Point
The shift began quietly. By the late 1950s, small Japanese trucks and affordable sedans started appearing in port cities. They were lighter, cheaper, and more fuel-efficient. While some scoffed at them—calling them flimsy or unrefined—these vehicles kept coming, and their quality kept improving.
By the 1970s, Japanese automakers had found the sweet spot: the right price, the right performance, and the right time. In Thailand, they grabbed 90% market share. In Indonesia, they pushed out American sedans. In Singapore, they won over the middle class in just a decade. The age of Western automotive rule was ending—but its legacy remains.
