Japanese automakers Toyota and Isuzu have reaffirmed their commitment to maintaining pickup production capacity in Thailand as part of efforts to safeguard the automotive and parts industries, which together employ more than 900,000 workers nationwide.
The pledge comes amid a steep decline in domestic pickup sales that has placed significant financial pressure on parts manufacturers.
Toyota Motor Thailand president Noriaki Yamashita said both Thai and Japanese suppliers had been heavily affected, particularly tier-1 firms linked to global carmakers and tier-2 small and medium-sized manufacturers.
He noted that around 90 per cent of supplier output is tied to pickup assembly, making the slowdown especially damaging.
“We are working to support suppliers in sustaining their production levels so that they can continue hiring workers during these difficult times,” he said.
Toyota reiterated its alignment with the government’s policy to boost the use of locally sourced materials, reporting that over 80 per cent of its auto parts content is already produced domestically. The company expects the pickup market to gradually recover in the second half of 2026, supported by anticipated political stability and an improving global economic environment.
In the near term, Yamashita highlighted the government’s ‘Quick Big Win’ initiatives, the rebound in tourism and progress in agricultural trade agreements as key factors that could aid market sentiment.
Tri Petch Isuzu Sales president Takashi Hata acknowledged that the persistent downturn in pickup demand had affected production capacity and operations at its assembly plants. To cushion the impact, Isuzu has shifted towards increased production of electric pickup models for export and restructured working shifts to retain employees, amid challenges including high household debt and weak consumer purchasing power.
He urged the government to extend and revise its 5-billion-baht loan guarantee programme for pickup buyers to better respond to current market conditions.
Isuzu projects pickup sales in Thailand at 145,000 units in 2025, while overall vehicle sales are forecast at 595,000 units. Data from the Federation of Thai Industries showed pickup sales in the first 10 months of this year declining 14.6 per cent year-on-year to 117,272 units, underscoring continued pressure on the segment.
-HR HUB
