Bangkok--9 Aug--PR One Network The Emperor House launches a new “Emperor X” housing series Focusing on top professionals and executives and penetrating high-end luxurious housing segment in the second half of the year The Emperor House extends its product line by launching a new brand — “Emperor X” — a new housing series with prices ranging from 12-18 million Baht focusing on the “Courtyard” concept. The company expects to get a handsome share on top executive segment and plans to heavily penetrate the market in the second half of this year by initially launching the series at Home Builder 2007 to be held during August 15-19 at the Queen Sirikit National Convention Center with a special trendy promotion as those who reserve and sign contracts on site will instantly receive Jatukham Rammathep amulet along with a maximum discount of 2.8 million Baht. Mr. Suratchai Kunghakij, the Managing Director of The Emperor House Co., Ltd., a market leader in high-end premium housing segment, reveals about the company’s direction in the second half of 2007 that it is set to implement more aggressive strategy in order to secure its current customer base as well as to expand into new market segments. From the company’s success in being a market leader in premium home building in the past and solid record that is highly recognized in the market, the company can still maintain its status in high-end premium home building segment. No matter what the economy will be, whether up or down, it will only slightly affect this segment and there will be continued purchasing power from the market. As witnessed in the first half of this year, the company has already secured 125 million Baht in sales and expects to achieve its target of 200 million Baht in the second half of the year. From the company’s success in being the market leader in premium home building segment, this year the company is aimed to expand its market to cover more segments, especially top executives or CEOs of private companies, who have the demands to build houses with prices ranging from 10 — 20 million Baht as the company’s research reveals that this segment is estimated to share about 1,152 million Baht or accounted for 16% of the total home building market of 7,200 million Baht. In order to secure the chance to increase the company’s top line, as there has been a lot of requests from this segment, but there is no matching housing model to offer, the company decides to launch a new housing series under the “Emperor X” brand with prices ranging from 12.5 — 18.3 million Baht to capture this market. There will be totally 4 models under the “Courtyard” concept in contemporaryclassic style with designs focusing on nature and surrounding gardens, including 1. The Excelsior — with a usable area of 487 SQM for a 175 SQW plot of land. 2. The Extrema — with a usable area of 516 SQM for a 195 SQW plot of land. 3. The Exante — with a usable area of 500 SQM for a 195 SQW plot of land. 4. The Excellency — with a usable area of 740 SQM for a 220 SQW plot of land. All of which will still carry the uniqueness of The Emperor House, especially the contemporary classic design of the house and the high building standard that all “The Emperor House” will have. All four “Emperor X” models will be officially launched at the Home Builder 2007 to be held during August 15-19, 2007 and the company expects to receive good response from the segment and to have total sales of at least 3 — 5 houses by the end of the year. Talking about the home building market situation in the second half of this year, the company expects that the competition will be more intense as the majority of the buying decision will be delayed waiting for more certainty. Besides the fact that there has been no serious stimulating measure from the government, there are more home building companies or its subsidiaries in the market competing to serve the customers’ every need; therefore, it is imperative for every company to put more efforts on quality and services. Talking about Home Builder 2007, Mr. Suratchai further adds that the company has arranged a very special promotion only for those who sign contracts at Home Builder 2007 to be held during August 15-19, 2007. As those who are interested in one of the “Emperor X” series, put a down-payment of 50,000 Baht and sign their contracts within 2 months will receive either one Jatukham Rammathep amulet Prok 9 Batch or one Patiharnrachandum Batch (9 Niches Width). In addition, they could also choose to receive either a special gift or a cash discount with a maximum value of 2.8 million Baht. As for houses in C-Series, M-Series and P-Series, those who put a down-payment of more than 100,000 Baht will receive either one Jatukham Rammathep amulet Prok 9 Batch or one Patiharnrachandum Batch (9 Niches Width). There will also be special sales on “The House of The Emperor” and “Baan Koo Baramee” books at only 1,880 Baht (from 2,200 Baht) per copy. The purchase of each copy will receive a free gift (“Sing Bucha Koo Baramee“ Book) and every ten purchases of the books will stand a chance to win one Jutukham Rammathep amulet Sanpetch Batch. On top of all these, the company will also offer new special housing design as part of the promotion made by the Home Builder Association as well. Click for photo release at www.thaipr.net