Toyota Motor is conducting tests on its new battery-electric Hilux pickup truck in Thailand to assess its performance under various conditions, as the company prepares to commence manufacturing of the vehicle in the country by the end of 2025. This move comes as Toyota aims to tap into Thailand’s critical pickup truck market, which accounts for more than half of total vehicle sales and faces increasing competition from Chinese electric vehicle manufacturers.
Pras Ganesh, executive vice president of Toyota Motor Asia, confirmed the company’s intention to produce the Hilux BEV in Thailand, stating, “Our intention is to be producing the Hilux BEV over here.” This model will mark Toyota’s first foray into the electric pickup truck segment. However, Ganesh did not disclose specific details regarding pricing or production volume for the Hilux BEV.
Toyota’s decision to test the Hilux BEV for various use cases, including different road and temperature conditions, reflects its commitment to ensuring the vehicle meets customer needs. Ganesh highlighted the challenge of balancing range and battery weight, stating, “The more range I have to put on it, the more battery I have to put on it, which means the weight of the vehicle also becomes significantly heavier, which means the loading can be much less.”
While Toyota trails behind industry leaders such as Tesla and China’s BYD in the electric vehicle market, the company has seen success in hybrid vehicles. Ganesh noted that Toyota expects hybrid sales to grow in Thailand and other Southeast Asian countries, despite facing increased competition from cost-competitive rivals like Great Wall Motor.
In 2023, Toyota sold over 30,000 hybrid cars in Thailand, accounting for about 11.5% of its overall vehicle sales in the country. The company’s move to introduce the electric Hilux pickup truck aligns with its strategy to expand its electrified vehicle lineup and cater to evolving consumer preferences in the region.
