Chinese auto giants to sell hybrid, EV pickup trucks in Thailand

Electrification boom threatens Japan's grip on key market

Great Wall Motor unveiled a hybrid model of its Poer brand pickups at the Bangkok International Motor Show, which ends April 7. (Photo by Hiroki Endo)

KENYA AKAMA, Nikkei staff writer

April 6, 2024 14:25 JST

BANGKOK -- Chinese auto giants are poised to challenge Japan's dominance in Thailand's pickup truck market by rolling out hybrid and electric pickups, pointing to upheaval in the Thai automotive industry.

Japanese auto titans like Toyota Motor and Isuzu Motors hold nearly 90% of Thailand's pickup truck market, but Chinese automakers have set their sights on this lucrative territory.