I'd be willing to believe the Chinese media because of a few reasons.
1. J-10CE (export version) uses much more advanced AESA radar and the glass cockpit is more advanced and can achieve lock-on to the Gripens way earlier than the Gripen C/Ds can. Now Gripen E/F situation I have no idea. By the way it is common knowledge that the older F-16's in Thai inventory are even lower-rung than their Gripens electronics wise.
2. Aerodynamically J-10CE's use a front set of canards which afford very maneuverable set of movements at all above-stall speeds - much more so than the Gripens.
3. Like @UKBengali bhai mentioned - PL-15 missile launch capability is a big consideration.
4. Americans were not pleased with the Thais considering the J-10 (or any other Chinese fighter for that matter). It is understandable that by buying these J-10's (which are half the cost of the Gripen C/D's), Thailand is getting a way better bargain than the Gripens, powered with American jet engines. Bye bye dependency on uncle Sam. And there goes the American influence in the Asia Pacific neighborhood, one-by-one. In fact China might even sweeten the deal further by offering a 'friendship price'. We could be 'swung' by that kind of thing too.
No need for "friendship price" with China as BD is well able to afford the 40 million US dollar unit cost of J-10CE.
Munitions such as PL-15 missile may come to half that of Western ones.
What posters do not realise is that Chinese electronics has been ahead of Russia for many years and the gap with the West is narrowing all the time.
An advantage that J-10C has over Rafale is that it is canard-delta and optimised for air superiority and with it's 140KN WS-10B engine will reign supreme over Rafale in high altitude manouverability. Even though it may be a little inferior electronically it will have advantage in getting out the first BVR missile shot.
I say buy 2 squadrons of J-10CE and 1 squadron of refurbished F-16 Block 50/52 for the same cost as 1 squadron of brand new Eurofighter Tranche 3 and then BAF has enough for next 5 years before it needs to think about anything else.
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