Isuzu Executives Outline Market Strategy, New Engine Launch, and EV Plans in Thailand

Key summary

On October 22, 2026, Isuzu Motors Thailand executives Hiroyasu Sato, Michimasu Kono, Panadda Jananawasin, and Wichai Sinanonpattham discussed market performance, the launch of the new 2.2 Ddi MAXFORCE engine, and future plans. In the first nine months of the year, total sales reached 52,829 units, a 1.3% decline compared to the same period last year, while the overall Thai car market grew by approximately 18%. The company set an annual sales target of around 70,400 units for all pickup and PPV/LCV models combined. Executives noted that the new 2.2-liter engine aims to expand the customer base. Currently, the standard 2.2-liter engine accounts for about 83% of sales, while the 3.0-liter engine holds roughly 17%. The 2.2 Biturbo version was recently introduced and is being evaluated separately. Production of the 1.9-liter engine for the Thai market ceased mid-year as customers shifted to the 2.2-liter options; however, the 1.9-liter engine continues production for export. Regarding electric vehicles (EV), Isuzu confirmed that diesel engines remain dominant in Thailand but highlighted ongoing battery swap trials with customers for medium-duty trucks (2 tons). The company does not have an official launch date for EVs yet and noted that the current market conditions are not ideal for widespread pickup EV adoption, though exports to regions like Europe show positive reception. Executives also addressed rising energy costs due to geopolitical tensions in the Middle East since February as a key pressure factor on sales.