Toyota Motor is currently testing a new electric model of its Hilux pickup truck, specifically designed to assess its performance under various environmental conditions. This initiative is a key part of Toyota’s strategy to start manufacturing this electric vehicle in Thailand by the end of 2025. Thailand is a critical market for Toyota, where pickup trucks account for more than half of all vehicle sales. The introduction of the battery-electric Hilux is in response to the increasing competition from Chinese electric vehicle manufacturers, signaling Toyota’s commitment to maintaining a strong presence in the region. The move was confirmed by Pras Ganesh, Executive Vice President of Toyota Motor Asia, at the Future Mobility Asia Summit. He highlighted Toyota’s intention to meet evolving market demands with innovative solutions like the Hilux BEV.

In addition to performance testing, Toyota is also examining how the increased weight of the larger battery impacts the vehicle’s loading capacity. This is essential to ensure the electric Hilux can meet the practical needs of its users. Despite facing stiff competition from industry leaders like Tesla and China’s BYD in the electric vehicle market, Toyota has effectively capitalized on its strengths in the hybrid vehicle sector. In 2023, Toyota’s hybrid vehicle sales comprised about 11.5% of its total vehicle sales in Thailand, with over 30,000 units sold. This focus on hybrid technology reflects Toyota’s adaptive strategy in a market that is swiftly gravitating towards more sustainable automotive options, positioning the company for continued growth in the evolving Southeast Asian automotive market.