After Toyota launched the HILUX TRAVO in November 2025, it not only received strong consumer response with numerous pre-orders but also became a source of pride as this pickup truck was developed and produced by Thais and exported worldwide.
. "Anyarat Sutthibenjakul" Regional Chief Engineer at Toyota Motor Asia (Thailand) Co., Ltd., is gaining global attention because this petite Thai woman leads the development team of the pickup truck under the global IMV (Innovative International Multi-purpose Vehicle) project.
Thairath Online news team had the opportunity to speak with P'Ae Anyarat about her work philosophy and the development of the IMV project that resulted in the HILUX TRAVO today.
P'Ae Anyarat began by saying she joined Toyota in 2004, the same year the Toyota Hilux Vigo was first launched and sold in Thailand. It seemed like fate. Upon joining Toyota, she worked on design quality control and research, mainly managing the IMV project, which included the Hilux, Fortuner, Innova, and Z Edition models.
Since 2004, her main responsibility was Quality Audit—overseeing design quality and long-distance testing. The pivotal moment came in 2010 during annual performance reviews held between October and November each year.
The key turning point was when the Vice President of Toyota, a Japanese executive, asked, "Where do you see yourself in 5 to 10 years, and what do you want to do?"
She replied, "I had been working in quality control and audits since 2004—about 6 to 7 years. My ultimate dream, if I stayed at Toyota, was to work on car development. At that time, my vision was narrower—I wanted to develop cars for the Thai or Asian market, not global models. This led my supervisor to transfer me in December to the Product Planning Department, where I’ve been working since 2011, about 15 to 16 years now, focusing on developing one vehicle—the Hilux."
Hilux development must consider diverse usage needs.
For the HILUX TRAVO, designed for global markets, customers’ uses vary widely with distinct expectations. For example, commercial users want an affordable pickup that prioritizes heavy-duty use and durability over comfort or advanced safety features. Easy maintenance is crucial.
The second group includes mixed-use families who can only afford one vehicle. Their pickup must serve both practical and personal needs, such as school drop-offs.
The third group uses the vehicle personally, for travel, small work sites, or recreational activities like camping or off-roading with friends.
Balancing this variety of uses under price constraints requires good functionality and adaptability—allowing the vehicle to be customized for different needs—making it a major challenge.
"Taking charge of a project with global customer expectations was pressure-filled but also exciting. It pushed me to understand markets and customers deeply, leading to extensive research and visits to real customer workplaces, such as mining sites for commercial users."
For instance, visiting a high-altitude mine in Chile, where oxygen levels and blood hemoglobin are critical, is not a place ordinary people can easily access; only the physically fit can endure such conditions.
I initially failed the health check and had to take supplements and return to the doctor to improve my blood oxygen levels to enter the mine. This allowed me to see firsthand how customers use the vehicle, road conditions, and weather across different areas, mostly by personal visits.
"From the heart, I want the Hilux Travo to be part of customers’ lives—whenever they think of doing something, I want Hilux Travo to come to mind. I want it to be a trusted companion in both urban and remote areas, enhancing customers’ quality of life."
Looking ahead to the future of Thai pickups in 5 to 10 years.
Anyarat believes combustion engines will remain due to their economic importance and role in farmers’ livelihoods. Within 10 years, electric and alternative engines will become more prominent following environmental regulations. Toyota will offer more options rather than replacements, focusing on affordability and practical use.
Endurance, positivity, and perseverance are core work principles.
Anyarat added that she is proud of all Thai engineers at Toyota, who are creative, outspoken, patient, and disciplined. They overcome challenges and improve products for customers.
"I’m proud to be the first Thai woman to lead an engineering team at this level at Toyota. This proves Thai engineers can develop globally competitive products. I apply Thai women's traits—patience, optimism, and persistence—to my work, while maintaining compromise and teamwork with calmness to keep our team moving forward."