Thai Pickup Sales Plummet 62% in Three Years as Market Hits Historic Low

Key summary

Thailand's pickup truck market has contracted by over 62% over the past three years, with 2025 projected to record a historic low of approximately 140,000 units. While domestic sales for the first nine months fell 3.7% to 103,220 units despite overall car market growth driven by affordable EVs and SUVs, major manufacturers like Isuzu, Toyota, and Ford are launching new premium models and expanding into lifestyle segments to counter declining purchasing power, high energy costs, and strict loan conditions. Industry leaders are urging the government for stimulus measures such as trade-in schemes or tax reductions to support production and employment.