Thailand’s Pickup Truck Market: Chinese OEMs Advance into Japanese Dominated Segment

Thailand’s pickup truck market is undergoing diversification. The Thai government has given preferential treatment to pickups to foster industrial development and earn foreign currency and has also provided support to major users primarily involved in the agriculture and small enterprise sectors. The country’s pickup truck market has been a Japanese stronghold from around the 1960s, dominating the segment. However, just as the entry of Chinese companies into the passenger car market has become noticeable in recent years, the advancement of Chinese OEMs in the pickup truck sector has also accelerated.