Toyota has risen to number one in Thailand's automotive market for the first 11 months of 2025, having sold 205,453 vehicles out of total market sales of 546,045 units, holding a market share of 37.6%. The final results for 2025 are still awaited.
Mr. Supakorn Rattanaworaha, Senior Executive Vice President of Toyota Motor Thailand Co., Ltd., said that in November 2025, total vehicle sales in the market reached 51,044 units, a 20.6% increase compared to the same period last year.
The passenger car market recorded sales of 19,174 units, up 6.5%, while commercial vehicle sales totaled 31,870 units, up 31.1%. One-ton pickup trucks sold 15,226 units, increasing by 5.5%. Cumulatively, vehicle sales for the first 11 months of 2025 reached 546,045 units, growing 5.3% compared to the same period last year. Passenger cars accounted for 40% of the market, while commercial vehicles made up the majority at over 60%.
This shows that the commercial vehicle market remains a key driver of Thailand's automotive industry. Toyota has maintained its market leadership with a Pure Pick Up market share of 48.5% from January to November 2025.
Mr. Supakorn added that Toyota continues to hold the number one position in the automotive market with cumulative sales of 205,453 units in the first 11 months of 2025, representing a 37.6% market share and a 3% growth. This is led by the Pure Pick Up segment—including Hilux Champ, Revo, and Travo—with 62,502 units sold, and the Eco Segment—including Yaris and Yaris ATIV—with 56,471 units sold.
In the HEV segment, November sales reached 11,594 units, a 38.4% increase from the same period last year, with cumulative sales for the first 11 months totaling 126,293 units. This accounts for 51.1% of the entire xEV market.
The vehicle market in December 2025 is expected to recover, supported positively by the 42nd Thailand International Motor Expo 2025, where manufacturers showcased new models and year-end promotional campaigns. The event achieved bookings as high as 75,246 units, a 38% increase compared to last year, marking the highest booking volume in 12 years and potentially boosting December vehicle sales.
1. Total vehicle market: sales volume of 546,045 units, up 5.3%
Rank 1: Toyota with sales of 205,453 units, up 3%, market share 37.6%
Rank 2: Isuzu with sales of 65,171 units, down 15.8%, market share 11.9%
Rank 3: Honda with sales of 63,006 units, down 6.4%, market share 11.5%
2. Passenger car market: sales volume of 212,569 units, up 4.5%
Rank 1: Toyota with sales of 73,278 units, up 22.6%, market share 34.5%
Rank 2: Honda with sales of 36,321 units, down 11.8%, market share 17.1%
Rank 3: BYD** with sales of 17,120 units, down 4.6%, market share 8.1%
**Based on new vehicle registrations from 1 to 30 November 2025Source: Department of Land Transport website
3. Commercial vehicle market: sales volume of 333,476 units, up 5.8%
Rank 1: Toyota with sales of 132,175 units, down 5.4%, market share 39.6%
Rank 2: Isuzu with sales of 65,171 units, down 15.8%, market share 19.5%
Rank 3: Honda with sales of 26,685 units, up 2%, market share 8%
4. One-ton pickup truck market (Pure Pick Up and modified PPV pickups*) Sales volume of 167,308 units, down 7.7%
Rank 1: Toyota with sales of 75,541 units, down 8.9%, market share 45.2%
Rank 2: Isuzu with sales of 55,987 units, down 16.8%, market share 33.5%
Rank 3: Ford with sales of 16,541 units, down 13%, market share 9.9%
Sales volume of modified pickup trucks (within the one-ton pickup market) reached 38,456 units
Rank 1: Toyota with sales of 13,039 units
Rank 2: Isuzu with sales of 10,256 units
Rank 3: Great Wall Motors with sales of 6,995 units
Rank 4: Ford with sales of 6,420 units
Rank 5: Mitsubishi with sales of 1,451 units
Rank 6: Nissan with sales of 295 units
5. Pure Pick Up pickup truck market: sales volume of 128,852 units, down 13.5%
Rank 1: Toyota with sales of 62,502 units, down 12.5%, market share 48.5%
Rank 2: Isuzu with sales of 45,731 units, down 18.5%, market share 35.5%
Rank 3: Ford with sales of 10,121 units, down 13.8%, market share 7.9%