Toyota Launches Electric Hilux Revo Public Transport Pilot in Thailand
Toyota has launched a public transport pilot program in Thailand using nine fully electric Hilux Revo pickup trucks. The program, which began on April 25, 2024, marks a significant step for the Japanese automaker as it seeks to compete in the growing electric vehicle market in Southeast Asia.
The electric Hilux Revo trucks have been modified into "song-taews," a type of shared taxi popular in Thailand. These vehicles will operate on fixed routes in the seaside city of Pattaya, located about 100 kilometers east of Bangkok.
This initiative comes as Chinese electric vehicle brands are making significant inroads into the Thai market, which is a major hub for auto assembly and export in the region. The Thai government has implemented subsidies and tax incentives to attract investment from Chinese EV makers, resulting in over $1.44 billion worth of investments.
Toyota, which holds a dominant position in the Thai market with a roughly 33% share, aims to deliver a dozen electric pickup trucks to Pattaya for the pilot program. The city's mayor, Poramet Ngampichet, expressed his hope to eventually convert all 700 song-taews in Pattaya to electric vehicles.
This move by Toyota is part of its broader plan to mass-produce the battery-powered Hilux pickup truck by 2025. The company has not yet announced the location for this production.
Pickup trucks are highly popular in Thailand, accounting for approximately half of all vehicle sales. Isuzu, another major player in the Thai market, has also announced plans to establish a plant for the production of its electric D-MAX pickup truck, targeting both domestic and export markets.