Toyota debuts stripped-down Hilux pickup for emerging markets

Japanese automaker eyes shifting demand in Thailand and beyond

20231127N Toyota Hilux

Delivery of Toyota's Hilux Champ will begin in Thailand in January. (Photo courtesy of the company)

KENYA AKAMA, Nikkei staff writer

SYDNEY -- Toyota Motor unveiled a new commercial model of its Hilux pickup truck on Monday, taking aim at emerging markets in Southeast Asia and elsewhere with a price tag up to 20% cheaper than the standard model.

Delivery of the Hilux Champ will begin in Thailand in January. Starting at 459,000 baht ($13,100), the truck features a simplified cargo bed and interior. A concept car was displayed at the Japan Mobility Show in late October.

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