Thailand is known as the “pickup truck kingdom” of Southeast Asia. Data from Marklines shows that the Isuzu D-Max and Toyota Hilux pickup models continue to top the list of the 10 best-selling cars in the Thai market in 2023, affirming the strong position of this vehicle type.
Thailand’s Pickup Truck Market: Dominated by Isuzu D-Max and Toyota Hilux
In 2023, the Isuzu D-Max achieved impressive sales with over 127,000 units sold, closely followed by the Toyota Hilux with more than 114,000 units. Total pickup truck sales in Thailand reached 325,024 vehicles, accounting for approximately 42% of total new car sales. This figure surpasses all other markets in Southeast Asia. Isuzu D-Max and Toyota Hilux alone accounted for 74% of the pickup truck segment market share and 31% of the total market share.
The sales performance of these two “giants” in Thailand is completely opposite to the situation in Vietnam. While the D-Max only sold 519 units and the Hilux 134 units in Vietnam in 2023, they are the most popular pickup truck models in Thailand.
Explaining the Appeal of Pickup Trucks in Thailand
Differences in consumer preferences and car usage culture between the two countries create a large disparity in pickup truck sales. According to Seaasia, lower special consumption tax policies for pickup trucks compared to passenger cars in Thailand make the cost of owning a pickup truck more attractive. Thai people favor pickup trucks for their versatility, ability to carry both people and goods flexibly across various complex terrains.
Pickup trucks also serve the work needs of small business owners, who account for a large proportion of the workforce in Thailand. Automakers also continuously launch many variants of pickup trucks, from affordable versions for business customers to high-end sports versions such as the D-Max X-Series, Hilux GR-Sport, and Nissan Navara Pro-4X…
Electric Pickup Truck Trends in Thailand
To expand market share, major automakers such as Toyota and Isuzu are accelerating product diversification. Thailand is the first market where Toyota introduced the Hilux Champ, a budget-friendly pickup truck with an attractive price. Toyota is also researching the practical application of the all-electric Hilux Revo BEV. On Isuzu’s side, the company has announced a plan to invest USD 900 million in the next 5 years for production and business operations in Thailand, focusing on research projects for a pure electric version of the D-Max, with production expected to start in 2025. The D-Max EV concept model was unveiled in Thailand in March 2024.
With the increasing demand for pickup trucks and strong investment from automakers, Thailand continues to affirm its position as the most vibrant pickup truck market in Southeast Asia.
Pham Trung
