Toyota aims to sell 243,000 new vehicles in Thailand in 2026, competing for a 38.6% market share of the total market. Meanwhile, export targets to Asia and the Middle East continue with steady demand, with an expected export volume of 425,000 vehicles.
On 30 Jan 2026, Toyota Motor Thailand Co., Ltd. announced that Toyota the outlook for Thailand's automotive industry in 2026 is expected to remain stable. Attention will still be needed on the domestic economic and political situations, as well as global economic conditions that could impact vehicle sales and exports.
Additionally, financial institutions continue to enforce strict lending criteria for auto hire-purchase loans and monitor interest rate policies due to concerns about debt repayment capacity amid persistently high household debt levels.
Nevertheless, Toyota believes there is still demand support from business activities and investments, government policies encouraging accelerated spending, expansion of domestic-related investments and infrastructure,
along with government measures supporting the domestic automotive industry and the launch of new vehicle models accompanied by promotional strategies from various car manufacturers. These factors lead to a forecasted vehicle sales volume of 630,000 units in 2026, an increase of 1.4% compared to last year.
For Toyota Motor Thailand in 2026, the company targets total vehicle sales of 243,000 units, a 6% increase, aiming for a market share of 38.6%.
Projected sales Toyota vehicles in 2026 | Estimated sales volume in 2026 | Change compared to 2025 | Market share |
Toyota sales volume | 243,000 units | +6.0% | 38.6% |
Passenger cars | 80,550 units | -2.0% | 35.9% |
Commercial vehicles | 162,450 units | +10.0% | 40.1% |
One-ton pickups including modified pickups | 99,800 units | +18.0% | 48.3% |
One-ton pickups excluding modified pickups | 81,800 units | +17.0% | 51.4% |
Regarding Toyota's target for fully built vehicle exports in 2026, it is expected to remain stable in line with the overall global economic situation. However, there are positive signs from increasing demand among trading partners in Asia and the Middle East. This leads Toyota to set a vehicle export target of 425,000 units, a 19% increase compared to last year. The total vehicle production target for 2026 is approximately 633,850 units, a 12% rise from the previous year.
Toyota adheres to the 'Best in Town' philosophy, focusing on building long-term relationships with customers and delivering exceptional experiences throughout the vehicle ownership lifecycle, making Toyota vehicles a lasting part of customers' lives.
This includes developing products and services to meet customer needs at every stage, as well as enhancing sales, after-sales, and maintenance services to ensure continuous, high-quality care.
Toyota launched the 'Trusted by Toyota' campaign last year to build confidence and strengthen the brand's reliability image in Thailand. The campaign focuses on elevating service quality and creating positive customer experiences at every step—from purchasing to after-sales service and attentive customer care.
1. Enhancing brand trust by emphasizing transparent processes and quality services to build confidence in Toyota's products and services among Thai customers.
2. Offering automotive products and innovations tailored to Thai customers’ needs, focusing on new technologies and providing energy-efficient and eco-friendly options, such as leading the hybrid electric vehicle (HEV) market in Thailand and promoting clean energy policies.
This includes launching new electric vehicles in Thailand, like the Toyota bZ4X and Hilux TRAVO-e, both 100% electric models targeting customers seeking future technology.
At the same time, Toyota continues its Multi-Pathway approach to ensure no one is left behind by developing multiple automotive energy technologies to cater to diverse uses and comprehensively meet customer needs.
3. Developing after-sales services to high standards, enhancing quality alongside convenience and speed through a network of over 451 internationally certified Toyota service centers nationwide, plus the T-Connect application that facilitates service appointments, vehicle status checks, and 24-hour emergency assistance for Toyota customers.
Furthermore, Toyota is advancing and expanding the FIXFIT alternative vehicle repair service centers, operated under Toyota Motor Thailand's quality control, which serve all vehicle brands. This meets the needs of customers outside warranty periods seeking convenience, value, and reliable quality with skilled technicians and quality parts.
Currently, FIXFIT has 21 branches covering key areas nationwide, with plans to open more than 40 branches by 2026 to support after-sales market growth and enhance customer experience.
Meanwhile, Toyota remains committed to driving sustainable development in Thai society to improve livelihoods and quality of life while fostering a better environment, economy, and society through ongoing activities and expanded project initiatives.