Toyota’s ASEAN Strategy: Dominating Markets and Maximizing Value Chain Revenue

In 2025, Toyota Motor’s total sales across ASEAN (six countries: Thailand, Indonesia, Malaysia, Vietnam, Philippines, and Singapore) fell 1.4% year-on-year to 897,000 units, dropping below the 900,000-unit mark for the first time in four years. While Toyota maintained its top market share in Thailand, Indonesia, and the Philippines—all markets exceeding 200,000 units annually—and held third place in Malaysia (the top non-national foreign brand), market share declined in three of these four countries, excluding the Philippines. This downward trend has accelerated in early 2026, particularly in Thailand, Indonesia, and Malaysia. The primary cause is the expansion of Chinese OEMs, whose BEV and PHEV lineups offer aggressive pricing against ICEV and HEV models, alongside high-engagement features like advanced IVI (in-vehicle infotainment) that enhance the user experience. Younger consumers are increasingly drawn to the design and “excitement” provided by Chinese models.