In the first 10 months of 2025, Toyota sold 186,148 vehicles, earning the top spot in the country with a 37.6% market share. The two most popular models were the Yaris ATIV with cumulative sales of 45,902 units and the Hilux REVO with 50,402 units sold.
Mr. Supakorn Rattanawaraha, Senior Vice President of Toyota Motor Thailand Co., Ltd., said the car market in November 2025 remained stable as consumers waited for major year-end promotions at the 42nd Motor Expo 2025, which began late in the month, causing slower purchase decisions.
Meanwhile, the loan rejection rate remains high, continuing to pressure consumer confidence and purchasing power. However, the car market still has positive factors, such as year-end benefits from the “Pee Pickup” subsidy scheme via the Credit Guarantee Corporation (CGC), which expanded loan guarantees to non-bank lenders and captive finance companies, enabling small SMEs better access to financing services.
"Toyota continues to hold the number one position in the car market with cumulative sales of 186,148 units in the first 10 months of 2025, representing a 37.6% market share and a 2.1% growth, led by Yaris ATIV with 45,902 units and Hilux REVO with 50,402 units," he added.
The car market in October 2025 recorded sales of 47,032 units, an increase of 24.8% compared to the same period last year, indicating positive market signals.
Cumulative car sales for the first 10 months of 2025 reached 495,001 units, growing 3.9% compared to the same period last year. Of this, 40% were passenger cars and 60% commercial vehicles, showing that the commercial vehicle segment remains a key driver of Thailand’s automotive industry.
Hybrid Electric Vehicle (HEV) sales in October were 12,329 units, up 69.0% year-on-year, with a cumulative 10-month total of 114,701 units, accounting for 51.4% of the total xEV market.
1. Overall car market: 495,001 units sold, a 3.9% increase.
Rank 1: Toyota, sales of 186,148 units, up 2.1%, with a 37.6% market share.
Rank 2: Isuzu, sales of 58,781 units, down 17.6%, with an 11.9% market share.
Rank 3: Honda, sales of 56,686 units, down 9.2%, with an 11.5% market share.
2. Passenger car market: 193,395 units sold, up 4.3%.
Rank 1: Toyota, sales of 65,912 units, up 22.0%, holding a 34.1% market share.
Rank 2: Honda, sales of 32,210 units, down 13.7%, with a 16.7% market share.
Rank 3: BYD**, sales of 15,864 units, down 2.3%, with an 8.2% market share.
**Based on new vehicle registrations from 1–31 October 2025, according to the Department of Land Transport website.
3. Commercial vehicle market: 301,606 units sold, up 4.2%.
Rank 1: Toyota, sales of 120,236 units, down 6.3%, with a 39.9% market share.
Rank 2: Isuzu, sales of 58,781 units, down 17.6%, with a 19.5% market share.
Rank 3: Honda, sales of 24,476 units, down 2.5%, with an 8.1% market share.
4. 1-ton pickup truck market (Pure Pick-up and modified PPV*): 152,082 units sold, down 8.9%.
Rank 1: Toyota, sales of 68,670 units, down 10.1%, with a 45.2% market share.
Rank 2: Isuzu, sales of 50,506 units, down 18.6%, with a 33.2% market share.
Rank 3: Ford, sales of 15,235 units, down 12.5%, with a 10% market share.
*Sales volume of modified pickups (within the 1-ton pickup segment) totaled 34,810 units.
Rank 1: Toyota, sales of 11,861 units.
Rank 2: Isuzu, sales of 9,205 units.
Rank 3: GWM, sales of 6,228 units.
Rank 4: Ford, sales of 5,892 units.
Rank 5: Mitsubishi, sales of 1,329 units.
Rank 6: Nissan, sales of 295 units.
5. Pure pick-up truck market: 117,272 units sold, down 14.7%.
Rank 1: Toyota, sales of 56,809 units, down 14.1%, with a 48.4% market share.
Rank 2: Isuzu, sales of 41,301 units, down 20.3%, with a 35.2% market share.
Rank 3: Ford, sales of 9,343 units, down 13.3%, with an 8.0% market share.
Note: The data in this report is based on vehicle sales from 1–31 October 2025, sourced from Tri Petch Isuzu Sales Co., Ltd., Honda Automobile (Thailand) Co., Ltd., Mitsubishi Motors (Thailand) Co., Ltd., Ford Motor Company (Thailand) Ltd., MG Sales (Thailand) Co., Ltd., and Great Wall Motor Sales (Thailand) Co., Ltd.