Toyota edges out Isuzu as main Thai pickup manufacturer

- by Charles Runckel

Thailand’s top automaker, Toyota Motor Thailand Co., overtook competitor Isuzu in 2005 to become the nation’s largest pickup manufacturer with its Hilux one-ton pickup.  Toyota now holds the lead position in all three key auto manufacturing categories, as well as overtaking Mitsubishi Motors’ lead in auto exports, a position held for almost twenty years.  The Thai auto industry itself broke records, passing the one million mark, with 703,432 units sold domestically and Toyota accounting for almost half of the exports (151,867 units).  Toyota has total domestic sales of 277,000 units, with a target market share of 40%.  Toyota president Riyoichi Sasaki expects Toyota’s exports to rise by 51% in 2006 to 230,000 units worth 91 billion baht

            Sasaki attributes the 12.4% growth in domestic sales to increased demand in the pickup truck market, but predicted steadier growth of 5% would be seen in 2006.  Pickup trucks account for more than two-thirds of Thailand’s domestic sales at 471,000 units, with passenger cars at 214,000 units.  Pickup sales are expected to slow to 0.2% growth in 2006, however, with passenger car sales driving the market with 13.8% growth after a 10% decline in 2005 attributed to rising gas prices as compared to diesel fuel.

            Competitor Isuzu posted pickup truck sales of only 165,582 units, up 18.5% from the previous year but below Toyota’s 177,627 units after 44.2% growth from 2004.  Mitsubishi follows with 37,024 units after 24.7% growth.  Toyota maintained its lead in the passenger car field with unit sales of 90,298 despite a decline of 12.7% from 2004.  With a 48% market share, Toyota is well ahead of competitor Honda, whose 30.3% share (57,121 units) declined an even greater 19.2%. 

            Toyota also expanded its PR program with a 200 million baht education/entertainment complex in Bangkok’s Siam Square in a partnership with the Chulalongkorn University.  The “Style by Toyota” complex is a four-story building covering 1,000 square meters filled with multimedia presentations about trends in fashion, music and art.  The center’s stated aim is to encourage creativity and talent in teenagers.

 

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