Toyota Launches Electric Hilux Revo Pickup Truck 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 move by Toyota comes as Chinese electric vehicle brands are making significant inroads into the Thai market. Government subsidies and tax incentives have attracted substantial investment from Chinese companies, with BYD, Changan Automobile, and Great Wall Motors among those establishing a presence in the country.
Toyota, which holds a dominant position in the Thai automotive market, is aiming to maintain its leadership in the face of this growing competition. The company plans to mass produce the electric Hilux Revo pickup truck by 2025, with Thailand as a potential production location.
The use of electric pickup trucks for public transportation aligns with Thailand's efforts to reduce pollution. Pattaya's mayor, Poramet Ngampichet, expressed his hope to convert the city's entire fleet of song-taews to electric vehicles.
The pilot program in Pattaya is a significant step for Toyota as it seeks to adapt to the changing landscape of the automotive industry. The company's success in this endeavor will depend on its ability to compete effectively with Chinese rivals and meet the growing demand for sustainable transportation solutions.