Cars that are selling poorly in Vietnam are about to have an electric version, fearing that Chinese car manufacturers will take over market share

In the context that Chinese automakers are promoting electric vehicle market share, Isuzu has just announced that it will launch an electric pickup truck model based on the current D-Max in the Southeast Asian market in 2025 to keep market share in this area.

According to Isuzu’s announcement, the first electric pickup truck model will be produced and launched in Thailand because this is the Japanese automaker’s most important market in Southeast Asia.

Despite having flat sales in the Vietnamese market, Isuzu currently controls more than 40% of Thailand’s pickup truck market share. At the same time, this is also the key product line of the Japanese car company, accounting for about half of total global sales.

The company has set a plan to launch light, medium and heavy duty trucks and pickup trucks in the market by 2030. This new model will be Isuzu’s second electric vehicle, after the electric truck model. The lightweight N-Series was just announced earlier this year.

Currently, Chinese automakers are increasing their presence in Thailand. BYD is building an electric vehicle factory in Rayong province. In addition, Changan Automobile, a state-owned car company, will invest $279 million in an electric vehicle factory, while SAIC Group and Great Wall Motor also plan to produce in the country. Furthermore, Toyota also plans to launch an electric pickup truck in Thailand this year. This causes Isuzu to urgently launch new models to maintain market share.

However, a common difficulty is probably that building charging station infrastructure for electric vehicles will take a long time. So in the meantime, Isuzu will develop a variety of vehicles, including hybrid and plug-in hybrid pickups.

In the Vietnamese market, Isuzu D-Max is genuine distributed and imported from Thailand. D-Max sells 3 versions, priced from 630 850 million VND. Isuzu’s pickup model competes with Ford Ranger, Mitsubishi Triton, Nissan Navara, Mazda BT-50, Toyota Hilux.

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