The world’s leading automobile manufacturer, Toyota, is ready to beat the challenge from Chinese rivals by conducting tests of electric pickup trucks in Thailand. This is being done to promote the application of electric vehicle technology and meet the growing demand of the auto market in the country.
Toyota’s Careful Preparation
Toyota, one of the big names in Thailand with a 34% market share of new car sales, is getting ready to test electric pickup trucks. The move is seen as a response to competition from Chinese automakers, who have introduced many new electric vehicle models on the market.
It is worth noting that about half of the vehicles sold in Thailand in 2022 will be pickup trucks. This shows that the great potential for the electric pickup truck market has not been fully exploited. Toyota introduced an electric pickup truck in December 2022 based on the Hilux, and will soon bring this product to market.
Testing Electric Pickup Trucks In Pattaya
Executive Vice President of Toyota Daihatsu Engineering & Manufacturing, Pras Ganesh, has confirmed that the company will test a small fleet of electric pickup trucks in the city of Pattaya from early 2024, with the aim of using them as taxis. This will certainly mark a big step forward in bringing electric vehicle technology into everyday life in Thailand.
Chinese Competitors and Market Situation
Although Toyota is still the dominant player in the pickup truck market in Thailand with a 39% market share of 1-ton pickup trucks in the first 9 months of 2023, electric pickup models from China are highlighting and attracting attention. Names like BYD, Great Wall Motor and models like Atto 3, Dolphin, Seal, Ora Good Cat have created a new wave in the Thai auto market.
Although electric vehicles currently account for less than 9% of total new car sales in Thailand this year, Toyota has sent a clear message about its commitment to developing electric pickup trucks and promoting push the development of electric vehicle technology into the future.
