Toyota Thailand has launched a new pickup truck, adding an entry level model in a top selling segment in the country which is a global production hub for multiple light truck brands including the automaker’s regular Hilux line.

The new Hilux Champ was designed to meet the needs of small businesses and consumers.

Go deeper with GlobalData

Data Insights

The gold standard of business intelligence.

Find out more

Discover B2B Marketing That Performs

Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.

Find out more

The range was unveiled first at the Japan Mobility Show last October and was launched in Thailand, the Hilux’s largest single market, at this week’s Bangkok International Motor Expo.

Toyota said development of the truck was led by Thai engineers after “thoroughly researching local customer lifestyles”.

The new truck is based on the IMV platform used for the regular Hilux line and also the long-running, low price entry levek Indonesian made Innova MPV. Since the IMV platform was first introduced in 2004, Toyota has sold 2.7m Hilux trucks in Thailand and exported a further 4m to 180 countries.

The Champ, codenamed IMV 0, was designed to be an affordable pickup truck and comes with a variety of customisable options to reach a broader customer base of business types and users.

GlobalData Strategic Intelligence

US Tariffs are shifting - will you react or anticipate?

Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.

By GlobalData

There are short and long wheelbase versions and a choice of three well proven Toyota engines: two-litre and 2.7-litre petrol plus a 2.4-litre diesel. There is also an entry level, low content model with a simple flat deck load tray. Prices range between THB459,000 and THB577,000 (US$13,000-US$16,400).

Toyota hopes the new model will help revive the overall Thai vehicle market which, according to the Federation of Thai Industries (FTI), declined 7% year on year to 586,870 units in the first nine months of 2023, driven lower mainly by a 29% drop in pickup sales to 208,699 units. Hilux sales were down 24% to 83,000 YTD.

Just Auto Excellence Awards - The Benefits of Entering

Gain the recognition you deserve! The Just Auto Excellence Awards celebrate innovation, leadership, and impact. By entering, you showcase your achievements, elevate your industry profile, and position yourself among top leaders driving automotive industry advancements. Don’t miss your chance to stand out—submit your entry today!

Nominate Now