The company sponsors Thai riders to compete in Grand Prix motorcycle racing (WorldGP), particularly Moto2 class such as Ratthapark Wilairot, Somkiat Chantra, and Thitipong Warokorn.

Things changed in 1989 with the introduction of the "Nova", a two-stroke bike that Honda rode to sales leadership in 1989.

In 1997, Honda faced ending production of two-stroke engines at its plant in Lat Krabang.

But in 1997, the 1997 Asian financial crisis struck, causing Thais to economise, and the new four-stroke "Wave" and "Dream" models became popular as they used less fuel than two-strokes.

In 2014, the market fell by 15% to 1.7 million due to political turmoil and delayed payments for farmers under the rice-pledging scheme.