Toyota, which currently commands a massive 34% share of the new car sales market in Thailand, is preparing to conduct trials of an electric pickup truck in the country. This move comes in response to the introduction of several new electric vehicles by Chinese automakers, signaling Toyota‘s strategic response to emerging market trends.
Approximately half of all vehicles sold in Thailand in 2022 were pickup trucks so there is clearly a lot of untapped potential in the world of electric pickups. While recently speaking with Reuters, the executive vice president of Toyota Daihatsu Engineering & Manufacturing, Pras Ganesh, confirmed work is underway on a local electric pickup. He added that Toyota is building up its EV research and development capacity across the country.
Read: Toyota Showcases Electric Hilux Concept In Thailand
Eleven months ago, Toyota unveiled an all-electric pickup truck concept based around the Hilux. That unveiling fittingly took place in Thailand and it is this vehicle that is soon expected to hit the road. Ganesh says Toyota will trial a small fleet of its electric pickups in the city of Pattaya from early 2024 where they will be used as taxis with bench seats installed in their beds, or as Thais call them, ‘songthaews.’
Research firm MarkLines tells Reuters that Toyota had a 39% market share of the one-ton pickup truck market in Thailand through the first nine months of this year. While electric pickups have not yet started to reach local shores, a plethora of compelling new EVs from China have, including offerings like the Atto 3, Dolphin, and Seal from BYD as well as the Ora Good Cat from Great Wall Motor. Battery-electric vehicles are expected to account for just under 9% of total new car sales in Thailand this year.
Ganesh added that Toyota is also considering starting to test other EV pickups that could be used by last-mile delivery services.
