"The symbol of the Thai team is a war elephant, it puts fear in the hearts of anyone, it's unstoppable and that's what we need to strive for," Schaefer told reporters on Friday after signing a three-year contract agreed on June 22.
"We need confidence, courage and character. We need to work like professionals. When the players go on to the field, they cannot be afraid, they must go out like wild elephants."
The 61-year old former Karlsruhe coach, who steered Cameroon to victory in the 2002 African Cup of Nations, said he wanted to halt Thailand's slide down the FIFA rankings and build a team of tough players capable of reaching the 2014 World Cup in Brazil.
"I'm very positive and if I wasn't targeting the World Cup, I wouldn't have come here."
Thailand, 105th in the rankings two years ago, have fallen to 123rd. "We must stop this decline," Schaefer said. "I came here to work; I didn't come here for the beaches."
Known better by his nickname "Winnie", Schaefer is the sixth foreigner in eight years to coach Thailand and his predecessors include compatriot and former team mate Siegfied Held and Englishmen Peter Withe, Peter Reid and Bryan Robson.
