Mr Somchai – who understandably declined to reveal his full name – decided to drive from Phuket Town to watch the sunset at Nai Yang Beach and hang out there for a while.
Things became considerably less romantic when he decided to leave. To his irritation, Mr Somchai got stuck in a sandy hole.
In his efforts to get out of the hole he accelerated wildly. No luck. He tried again, and this time the superheated tyres of his car set light to the tinder-dry grass on the border of the beach.
The fire rippled across the grass and up into the engine compartment. As the engine caught fire, Mr Somchai abandoned his lovely new car.
By the time local fire services got there the entire vehicle had been engulfed by flames.
It was not clear whether his insurance covers fire on a beach.