As Chinese language automaker BYD eclipses Toyota’s market share in Thailand, the Japanese giant readies a comeback. Toyota is poised to unveil a revolutionary new electric pickup truck aimed at countering the growing threat posed by emerging competitors in the market.
To celebrate its 60th anniversary in Thailand, Toyota revealed its inaugural electric pickup, the HiLux BEV, nearly a year ago.
Pickup trucks play a crucial role in Thailand’s automotive industry, representing approximately half of the total vehicles sold in 2022. According to data from Reuters, through September, Toyota held a 39% share of the one-ton pickup truck market.
Thailand has the potential to become Toyota’s fourth-largest manufacturing hub, trailing behind Japan, China, and the United States. As the world rapidly shifts towards a more sustainable future, the nation is poised to make a bold transition to an electrical society.
Although Toyota, Isuzu, and Honda remain the leading automotive brands in Thailand, BYD and other Chinese electric vehicle (EV) manufacturers are experiencing a significant surge in popularity.
Since its market entry in July, BYD has already captured more than one-third of electric vehicle (EV) gross sales. According to data, the brand also surpassed Nissan, Mazda, and Mitsubishi to account for roughly 4% of recent car sales.
Toyota readies electric pickup truck for Thai market to take on BYD.
Toyota Thailand has successfully built a prototype of its HiLux battery-electric vehicle (BEV) and shipped it to Australia last month for rigorous testing purposes. The electric pickup was scrutinized by local engineers and enthusiastic Toyota HiLux owners seeking to offer their insights.
According to Toyota Australia’s gross sales boss Sean Hanley, who took the electric vehicle for a spin, he remarked that “The concept car’s all-electric powertrain yields an exceptional torque comparable to what one would typically expect from a diesel engine.”
Pras Ganesh, government vp of Toyota Daihatsu Engineering & Manufacturing, mentioned the corporate was adapting its electrical pickup to native situations. It’s additionally ramping up electrical automobile R&D within the nation to maintain tempo with incoming competitors.
Ganesh told Reuters that their initial focus would be on developing public transit. He also mentioned that in the following year, several electric pickups could be tested in Pattaya under the guise of “songthaews,” or shared taxis, for practical application.
Toyota may be considering testing various electric vehicles for diverse applications, such as last-mile delivery.
Meanwhile, BYD is actively working on its electric pickup truck. During the last stages of testing in November, the electric vehicle (EV) truck made its public debut with a prominent BYD logo prominently displayed on the front grille, flanked by chunky fenders and featuring four doors.
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BYD electrical truck (Supply: CarNewsChina) -
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A recently leaked patent has provided a glimpse into the design of a Ford F-150 Lightning lookalike. The upcoming Ford Maverick’s electrical pickup is rumored to measure around 209 inches long, roughly the same size as the Ford Ranger.
Toyota unveiled yet another electric pickup concept at the Japan Mobility Showcase last month. The Toyota EPU, an upcoming electrical pickup, could potentially compete with the Ford Maverick as a midsize electric vehicle (EV) pickup option.
Chinese automakers, such as Geely’s Radar brand, are now transporting electric vehicles to Thailand.
Electrek’s Take
Given its impressive sales record over the past seven years, it’s logical that Toyota would develop an electric variant of the HiLux.
By the end of the decade, Thailand’s government aims to have at least 30% of all cars manufactured domestically be electric vehicles. Electric vehicles accounted for more than 10 percent of total automotive sales, a significant increase from just 1 percent last year. As various automobile manufacturers collaborate with BYD, they are reaping the benefits of this transformative period.
As Toyota faces mounting pressure in a pivotal market, the company is acutely aware of the pressing need to transition to electric vehicles. Isuzu, a prominent Japanese automaker, intends to introduce an electric variant of its D-Max pickup truck in the domestic market.
While the electric HiLux might perform well in Thailand, Toyota should step up its game.
