An innovative Japanese all-electric pickup truck is poised to make its global debut, bucking the trend of being associated with Toyota. Isuzu announces plans to debut its inaugural all-electric pickup truck, the D-Max BEV, later this month. The rugged-looking four-wheel-drive electric vehicle is set to take on Ford’s F-150 Lightning in overseas markets.
The all-new Japanese electric vehicle pickup truck is set to hit the market.
After unveiling its latest D-Max truck in Bangkok last autumn, Isuzu President Shinsuke Minami announced that the company is “proactively working towards achieving a carbon-neutral society.”
According to Minami, Isuzu intends to provide a battery-electric vehicle (BEV) pickup truck in Thailand. Thailand has emerged as the Japanese automaker’s biggest market for pickup trucks, with demand for electric vehicles (EVs) remaining strong in the country since the introduction of new incentives.
While Thailand is a significant market, Isuzu’s D-MAX is actually sold in more than 100 countries and regions across the globe, including Europe, Asia, the Middle East, and Central and South America.
Isuzu’s pickup model emerged as the second most popular vehicle in Thailand in January, lagging just behind Toyota’s dominant Hilux. Toyota revealed its inaugural “electrified” iteration of the phenomenally popular Hilux pickup truck in December. The SUV also boasted a compact hybrid setup linked to its 2.8L diesel powerplant.
Toyota unveiled its Hilux Revo BEV electric vehicle concept at a Thai event in 2022, but subsequent updates have been scarce.
Although an electric Toyota pickup was spotted testing in Australia, Toyota’s European head of mild hybrid vehicles, Emmanuel Beaune, declined to comment in December, saying it’s still premature to discuss the possibility of an all-electric Hilux. “There exist ongoing inquiries,”
As Toyota lingers in neutral, Isuzu gains momentum, forging ahead with its own pace. Isuzu is set to officially debut its innovative D-MAX BEV pickup at the Bangkok International Motor Show, which commences on March 27.
Isuzu’s latest electric vehicle (EV) pickup is designed to cater to a wide range of both commercial and passenger vehicle needs, while retaining its rugged exterior design and robust underlying performance expected from pickup trucks.
The D-MAX BEV features a state-of-the-art 4WD system equipped with newly designed e-Axles at the front and rear, enhancing its capability to navigate challenging terrain while maximizing efficiency.
Isuzu’s inaugural electric vehicle pickup boasts an impressive “excessive towing capacity” exceeding 7,700 pounds (3.5 tons) and a maximum payload of approximately 2,200 pounds (1,000 kilograms). The electric truck is propelled by a robust 66.9 kilowatt-hour lithium-ion battery pack. The combined output of a 40 kW front motor and a 90 kW rear motor totals approximately 130 kW or 174 horsepower.
| Drive System | Full-time 4×4 |
| Battery Kind | Lithium-ion |
| Battery Capability | 66.9 kWh |
| Max Output | 130 kW (174 hp) |
| Max Torque | 325 Nm |
| Max Pace | Over 130 km/h (+80 mph) |
| Max Payload | 1,000 kg (+2,200 lbs) |
| Max Towing Capability | 3.5t (+7,700 lbs) |
The Japanese automaker intends to debut its newly designed D-MAX BEV pickup truck in select European markets, including Norway, starting in 2025. The service will further expand to the UK, Australia, Thailand, and other countries.
Isuzu’s electric pickup truck is set to rival Ford’s F-150 Lightning, with the latter making its European debut in Norway last month. Ford is expanding its electric vehicle reach by launching the Lightning in additional European markets, including Switzerland.
Electrek’s Take
Toyota’s recent opportunities are slipping away. Isuzu appears poised to outflank Toyota by launching its inaugural all-electric pickup before the latter.
Despite trailing Toyota’s Hilux in gross sales, the Isuzu D-MAX was just a whisker away, with 9,354 Hilux units sold versus 9,325 D-MAX units in January alone. Toyota’s indecision may leave it further lagging as electric vehicle (EV) manufacturers like BYD rapidly gain market share in the region.
In January, BYD’s Dolphin and Seal EV models held the impressive rankings of sixth and seventh best-sellers in Thailand. Since its entry into the market in July 2022, BYD has swiftly captured one-third of the country’s electric vehicle (EV) gross sales. The electric vehicle brand also accounted for a 4% market share in the latest car sales, encompassing both gasoline-powered and battery-electric vehicles.
Chinese automobile manufacturers, such as Geely’s Radar brand, are now expanding into international markets. According to reports, the Radar R6 EV pickup dominated the Chinese electric pickup market, capturing a significant 61.5% share over the past year. Radar began exporting R6 fashion collections towards the end of last year.
