Toyota Motor Corp. is preparing to roll out battery-electric vehicle versions of its popular Hilux pickup truck, aiming to expand into new markets beyond its traditional hybrid lineup. The global push marks Toyota’s next phase in electrifying critical segments of its vehicle portfolio.
Under the strategy, Toyota plans to begin mass production of the electric Hilux by the end of 2025, with the primary manufacturing hub in Thailand—a significant move as the region’s top-selling automaker seeks to maintain dominance amid growing competition from Chinese EV brands.
In Thailand, pickup trucks account for over half of all vehicle sales, giving strategic urgency to Toyota’s EV pilot program. Beginning in early 2024, the company deployed a small fleet of electric Hilux models in the seaside city of Pattaya, operating as “songthaews”—local minibuses—to test viability as public transit and commercial utility vehicles.
Experts note Toyota is adapting the electric Hilux to meet local use cases: balancing battery size, vehicle weight, and payload capacity. Executives emphasize the need to validate real-world performance in varied road and climate conditions before confirming pricing or volumes for mass-market release.
Toyota’s expansion includes launching roughly 15 EV models by 2027, aiming for annual production of 1 million units, with manufacturing extending to Thailand, the U.S., China, and possibly Argentina. This positions Toyota to compete globally while adapting to regional regulatory and trade pressures.
Despite slower EV sales relative to its hybrid business, Toyota is investing heavily in battery infrastructure, including a $14 billion plant in North Carolina and a dedicated EV battery venture in Shanghai expected to begin EV production by 2027. These moves align with broader efforts to address rising demand and regional incentives.
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