Biplab Das 
Toyota is road testing its battery-electric Hilux Revo pickup truck in Thailand, aiming to start manufacturing the vehicle in the country by the end of 2025. This strategic move comes as Toyota responds to the increasing penetration of Chinese battery electric vehicles (BEVs) in Asian markets, including Thailand, where pickups dominate vehicle sales.
Road testing underway
Since April, a test mule of the electric Hilux has been spotted on Thai roads, according to Reuters. The Hilux, popular in various configurations for both commercial and private use, is undergoing rigorous testing. This includes trials in different temperature regions to ensure the robustness of its battery management systems. Such testing is crucial for adapting the vehicle to the diverse climatic conditions in Thailand.
Competition and market strategy
Toyota’s decision to test and produce the electric Hilux in Thailand is also a strategic response to the anticipated competition from other automakers. Japanese rival Isuzu is reportedly planning to launch an electric version of its D-Max truck for the Thai market. Toyota’s well-established production facilities in Thailand provide a significant advantage in quickly adapting to market demands and outpacing competitors.
Pras Ganesh, Executive Vice President of Toyota Motor Asia, highlighted the company’s focus on meeting customer needs. “Our intention is to be producing the Hilux BEV here. The challenge is ensuring it meets customer usage needs, especially concerning the range and payload capacity,” he told Reuters. The balance between battery size, vehicle weight, and load capacity is a critical consideration in the development process.
Addressing market needs
The electric Hilux is part of Toyota’s broader strategy to stay competitive in the growing market for electric vehicles. Thailand’s automotive market, where pickups constitute nearly half of all vehicle sales, presents a significant opportunity. The shift towards electric vehicles is driven by both regulatory pressures and consumer demand for more sustainable transportation options.
Toyota’s extensive experience in the region positions it well to leverage this transition. By focusing on a popular model like the Hilux, Toyota can tap into its existing customer base while attracting new buyers interested in electric vehicles. The Hilux BEV aims to offer the same reliability and versatility that have made the conventional Hilux a staple in many markets.
Technological advancements
Ensuring the electric Hilux meets the rigorous demands of its users involves significant technological advancements. Toyota is focusing on enhancing battery efficiency and managing the additional weight that comes with larger battery packs. This ensures the vehicle can deliver adequate range without compromising on load capacity, a key factor for pickup truck buyers.
Pras Ganesh explained, “The more range we add, the heavier the vehicle becomes, affecting load capacity. We are constantly evaluating if the electric Hilux meets our customers’ needs.” This iterative process of testing and refinement is essential for delivering a product that aligns with market expectations.
Looking ahead
Toyota’s investment in developing and producing the electric Hilux in Thailand underscores its commitment to innovation and sustainability. By localising production, Toyota can better respond to market dynamics and regulatory changes in the region. This approach not only supports local economies but also positions Toyota as a leader in the transition to electric vehicles.
The road testing of the electric Hilux in Thailand represents a significant step in Toyota’s journey towards electrification. By focusing on a model with a strong market presence and adapting it to meet the specific needs of Thai customers, Toyota aims to maintain its competitive edge. As the automotive industry moves towards a more sustainable future, the electric Hilux could play a pivotal role in Toyota’s strategy to lead in the electric vehicle market.
