- XAG is positioning Thailand, one of its strongest markets, as its strategic hub
- By 2028, XAG intends to localise production in Thailand, with the goal of making the country a regional hub for exporting agtech solutions globally by 2029.
- XAG stressed that its offerings go beyond agricultural drones to include smart farm IoT solutions, aiming to make advanced technologies affordable and accessible for smallholders.
The company said it was deepening its commitment to Thailand and Southeast Asia, announcing the move at Agritechnica Asia 2026 in Bangkok in May.
The company began laying the groundwork of its five-year plan in 2025, setting up service centres and demonstration sites known as SuperX farms.
These sites are designed not just to showcase the company’s technology, but to transfer knowledge and build local capabilities.
“Over the next five years, XAG is going deep – deeper into agriculture. It’s important to us that we do more than just sell products. We want to export knowledge and help locals build up the industry system and standards,” said Amro Ni, sales director of international business at XAG.
The company has worked to scale its presence in Thailand with larger local teams, including engineers and after-sales service staff.
XAG’s Thai ambitions
Ni illustrated XAG’s long-term commitment to Thailand and the wider SEA region, revealing that the company was aiming to develop highly localised products specifically for the Thai market by 2027.
Localisation would mean adapting systems to local farming practices, environmental conditions, and crop types.
“We started with rice as Thailand is a major exporter, but now, we are looking forward to other economic crops, high-value crops… We want to provide all the solutions to support all of them,” said Ni.
By 2028, the company plans to localise production in Thailand as it works towards transforming Thailand into a regional hub that exports to global markets by 2029.
“We are very ambitious for Thailand market and SEA. We are looking forward to producing locally in Thailand and making it a hub to go to the global market,” said Ni.
‘Advanced but adoptable and affordable’
Speaking to AgNavigator, Ni stressed that while XAG was widely known for its agricultural drones, the company described itself as a full agtech provider that provides “total solutions”.
At Agritechnica Asia 2026, the company showcased more than just drones, including autopilot consoles and various smart farm IoT solutions.
While acknowledging that some of the company’s solutions, such as irrigation systems, are not entirely new concepts, Ni stressed that its key differentiator was in making these technologies more affordable and accessible for smallholders.
“We’re not trying to make our technology super fancy, super high-level that nobody can use it. Our objective is to make technology advanced, but at the same time should be adoptable and affordable.”
And the numbers speak for themselves. According to Ni, the number of farms that have adopted XAG solutions has increased fivefold from 2024 to 2025.
In the same period, it has also seen the number of farms adopting its digital solutions increase, with its smart valves increasing 50 times to around 100,000 farms.
“We are confident this year that the numbers will be crazier,” said Ni.
The right people are hard to find
One of the main obstacles to XAG’s ambitions is the shortage of skilled talent, said Ni.
For instance, he elaborated that drones sit at the intersection of aviation, agriculture, and electronics, requiring multidisciplinary expertise that has proven difficult to find.
“You need a lot of talented people, and that’s hard to find. It’s ironic that people think drones and robotics take away their jobs when we are trying to put people in the right positions.”
