Can electric pickups survive Thailand’s demanding roads?

Thailand’s pickup truck market is at a turning point as the world moves more and more towards electric automobiles. The scene is about to undergo a dramatic shift as big automakers like Toyota and Isuzu release their first electric pickups.

However, issues like cost sensitivity, the infrastructure for charging, and the requirement for thorough testing in real-world settings raise doubts about EVs’ viability in this crucial market.

The arguments

Producing electric pickups is more complex and costly than making EV cars due to the need for larger batteries to handle heavier loads and longer distances.

The lack of widespread adoption of EV pickups is attributed to price sensitivity and the poor charging infrastructure in rural locations.

Impact of Economic Downturn

The sector faces difficulties in the current economic environment, as evidenced by the fall in domestic market output and compact pickup production.

Toyota and Isuzu’s Future Direction

Thanks to their robust distribution networks and solid reputations, Toyota and Isuzu are in a good position to launch electric pickups. The key to success, though, will be overcoming “range anxiety” and demonstrating EV dependability in a variety of scenarios.

Real-World Testing in Pattaya

The Pattaya pilot programme is crucial for evaluating the Hilux Revo-e’s performance in diverse conditions. The move by Pattaya to convert around 700 songthaews to electric vehicles is a big milestone in the city’s green city transformation.

Drivers’ Perspectives

Long-distance and heavy-duty EV drivers shared the difficulties they face with Rest of World. Their experiences highlight the necessity of a dependable infrastructure for EV charging as well as the necessity of addressing range anxiety.

The facts

Toyota’s new electric vehicle (EV) songthaews are available to passengers landing at the Bali Hai dock in Pattaya as part of a pilot programme.

By late 2025, Thailand will serve as the manufacturing site for Toyota’s first electric pickup truck, the Hilux Revo-e.

The electric D-Max will be produced in Thailand by Isuzu Motors, with exports starting the following year.

The majority of cars sold in Thailand are compact pickups. As Chinese companies like Great Wall Motor, Geely Holding, and BYD gain market share, Toyota and Isuzu continue to dominate.

Incentives and tax exemptions are part of the Thai government’s 2030 plan to shift 30% of the country’s annual car production to electric vehicles. EV facilities in Thailand have seen significant investment from Chinese automakers.

Larger batteries are needed for electric pickups, which increases their complexity and production costs. Other difficulties include price sensitivity and a deficient infrastructure for charging in remote areas. During the first five months of this year, Thailand’s production of compact pickups decreased by 20%.

During this time, pickup production on the domestic market was almost half. In the pickup market, Toyota and Isuzu are well-known and have vast distribution networks.

The Hilux Revo-e will be tested in a variety of conditions as part of Toyota’s trial programme in Pattaya. By December 2025, Pattaya hopes to have converted roughly 700 songthaews to electric vehicles.