Toyota Launches Electric Hilux Revo 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 in the Southeast Asian electric vehicle market.
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 comes as Chinese electric vehicle brands are making significant inroads into Thailand, a key auto assembly and export hub in the region. Japanese automakers, including Toyota, have dominated the Thai market for decades. However, government subsidies and tax incentives have attracted Chinese EV companies, with investments exceeding $1.44 billion.
Toyota, which holds a third of the Thai market share, plans to deliver a dozen electric pickup trucks to Pattaya. The city's mayor, Poramet Ngampichet, expressed his hope to convert the entire fleet of 700 song-taews to electric vehicles.
Toyota has previously announced plans to mass-produce the electric Hilux Revo by 2025, though the production location remains unspecified. Pickup trucks are highly popular in Thailand, accounting for nearly half of all vehicle sales. Isuzu, another major player in the Thai market, also plans to manufacture and export electric versions of its D-MAX pickup truck.
The launch of the electric Hilux Revo pilot program signifies Toyota's commitment to electrifying its fleet and maintaining its dominance in the Thai market amidst increasing competition from Chinese EV brands.