Driving your own car in Thailand is not for the faint-hearted, and many rental companies can supply drivers at a very reasonable price. Prices without insurance for a self-driven car start from around 800 baht/day for small cars, and from as little as 600 baht/day for open-topped Jeeps. Cars with insurance start at just under 1,000 baht/day, and come down to around 5,600 baht/week or 18,000 baht/month.
Driving is (usually, but not always!) on the left hand side of the road. Fuel at large petrol stations is 37-45 baht/litre. Small kerbside vendors who pump by hand from drums and/or pour from bottles charge a few baht more.
Cars can be rented without difficulty in many locations. It's worth paying a little more than the absolute minimum to use one of the international franchises (e.g. Avis, Budget, and Hertz) to minimize the risk of hassles, and to ensure that any included insurance is actually worth something.
More reputable agencies require that valid licences be produced. Foreigners who do not have a Thai driving licence must carry a valid International Driving Permit. Even if you manage to rent a car without an IDP, not having one will invalidate the insurance and count against you in the event of an accident.
A common rental scam involves the owner taking a deposit, and then later refusing to refund it in full on the basis that the customer is responsible for previous damage; the Tourist Police (dial 1155) may be able to help. Another common scam involves the owner having someone follow the rented vehicle and later "steal" it, using a set of spare keys. Always report thefts: a "stolen" vehicle may mysteriously turn up as soon as the police become involved.