Toyota Motor is testing a new electric version of its Hilux pickup truck to evaluate its performance in different environmental conditions. This initiative is part of Toyota’s strategy to start producing this electric vehicle in Thailand by the end of 2025. Thailand is an important market for Toyota, where pickup trucks make up more than half of all vehicle sales. The launch of the battery-electric Hilux aims to address the growing competition from Chinese electric vehicle manufacturers, demonstrating Toyota’s dedication to maintaining a strong market presence. Pras Ganesh, Executive Vice President of Toyota Motor Asia, confirmed this move at the Future Mobility Asia Summit, emphasizing Toyota’s goal to meet changing market demands with innovative solutions like the Hilux BEV.

In addition to performance testing, Toyota is investigating how the added weight from the larger battery affects the vehicle’s loading capacity. This is crucial to ensure the electric Hilux can satisfy the practical needs of its users. Despite facing significant competition from industry leaders like Tesla and China’s BYD, Toyota has successfully leveraged its strengths in the hybrid vehicle sector. In 2023, hybrid vehicles made up about 11.5% of Toyota’s total vehicle sales in Thailand, with over 30,000 units sold. This focus on hybrid technology illustrates Toyota’s adaptive strategy in a market that is increasingly moving towards sustainable automotive options, positioning the company for continued growth in the dynamic Southeast Asian automotive market.