Motor Expo 2026

Toyota unveils the world's first Toyota Hilux, a pickup truck that has long stood by Thais, under the new names Toyota Hilux Travo and Hilux Travo-e, with the concept "Greater Together…Towards Greatness Together".

In Thailand, pickup trucks reflect a deep bond, like a long-time travel companion. To this day, we see pickup trucks in every dimension of life, whether used for work, transporting goods, daily commuting, or fulfilling diverse lifestyles. It can be said that for Thais, a pickup truck is not just a vehicle, but a trusted companion and a part of life.

The beginning of a significant step that Toyota and the Thai people built together was the IMV (Innovative International Multi-Purpose Vehicle) project in 2004. IMV is a project to produce 1-ton pickup trucks under the name Hilux (7th generation), multipurpose vehicles Fortuner (and Innova minivans abroad), as well as engines and spare parts, for domestic sale and export, with an investment value at that time of 30,000 million baht. The objective was to produce high-quality vehicles that could meet the diverse needs of consumers. The vehicles in this project have undergone dedicated research and development to create cars that meet the varied needs of customers in all regions worldwide.

The IMV project transformed Toyota Motor (Thailand) Co., Ltd. from a production base focused on the domestic market into a center for pickup truck manufacturing and export. Currently, Hilux models produced in Thailand are exported to 133 countries worldwide, with cumulative exports exceeding 4.6 million units. Domestic parts are used up to 95%, creating jobs, careers, and income for Thais through the employment of over 275,000 people, including employees within the group, employees of 153 dealerships, and over 290 parts manufacturers nationwide. As a result, Hilux plays a significant role in strengthening the Thai automotive industry, accounting for over 30% of the total automotive industry, and contributes up to 3% of Thailand's GDP annually, reflecting the enormous economic value generated throughout the supply chain.

All of this proves that Hilux is not just a pickup truck, but a “people's pickup truck” that truly plays a crucial role in driving the country's industry and economy. 

Toyota Hilux Travo 9th Generation

Toyota Motor Thailand Co., Ltd. presents the new 9th generation Hilux pickup truck, a world premiere, under the name “Toyota Hilux Travo.” Led by a team of Thai engineers, the Hilux Travo was developed through close listening to the voices of Thai users in all dimensions, with the data then used to improve and further develop the vehicle to best meet the usage and lifestyle needs of Thais.

With a new design, both exterior and interior, under the design concept “Tough & Agile” which combines "Strength with Agility." It comes with a front design based on the “Cyber Sumo” concept, resembling the Shikiri Pose, a ready stance for battle, to demonstrate its Stability, Strength, and Steadiness. The interior design uses the “Robust Simplicity” concept, emphasizing simplicity yet power, with all functions practical and equipped with comprehensive and modern amenities, alongside the latest version of Toyota Safety Sense technology and numerous additional safety features.

The Hilux Travo places special emphasis on handling and driving smoothness, thus introducing "Dynamic Cloud" technology in the development of various components affecting the driving experience, to deliver a smooth ride, precise handling, and excellent stability.

And all Hilux Travo models will come with a 2.8-liter GD Super Power engine, offering high power and improved fuel efficiency, saving up to 5.8% more fuel than the 2.4-liter engine and 7.5% more than the previous 2.8-liter engine.

In addition to the diesel engine models, Toyota offers another option following the Multi-Pathway philosophy with the electric pickup truck “Hilux Travo-e,” which is Toyota's first commercially available Body-on-Frame electric vehicle. Developed based on the QDR (Quality-Durability-Reliability) principles, which are at the heart of Toyota, it maintains the performance and durability standard of the Hilux pickup truck and is enhanced with "Diamond Guard" technology to protect the battery and electric drivetrain, allowing you to use the Travo-e with confidence in its safety for personal use, hauling, and off-road driving.

Dr. Thanakorn Wangbunana, Minister of Industry, stated that over the past 60 years, Toyota has played a crucial role in developing Thailand's automotive industry. Not only as a major automobile manufacturer and distributor but also as a partner in developing Thai personnel, transferring technology, and continuously supporting the growth of domestic automotive parts entrepreneurs, making Thailand a significant global automobile production base.

Today's launch of the new Hilux is a testament to Toyota's research and development (R&D) capabilities in Thailand, demonstrating its ability to design, develop, and produce vehicles that meet both consumer needs and current environmental challenges, especially the development of high-efficiency, low-emission engine technology that supports clean fuels, which aligns with the Thai government's policy to drive the country towards the Next-Generation Automotive Industry.

The Ministry of Industry places great importance on promoting the transition to clean energy vehicles (Green Mobility) and reducing greenhouse gas emissions from the industrial sector, which is one of the key strategies towards Thailand's “Carbon Neutrality 2050” goal. Toyota's continued development of technology in the same direction reflects the collaboration between the public and private sectors in building a sustainable future for the country. It also emphasizes strengthening the domestic automotive industry's supply chain to support a sustainable transition to the Next-Generation Automotive Industry in terms of parts production, technology, logistics systems, and highly skilled personnel. Toyota's continuous investment and technology development in Thailand, whether in Hybrid vehicles, Electric Vehicles (EVs), or hydrogen technology, is a clear example of public-private sector cooperation in building a strong domestic manufacturing ecosystem, enhancing competitiveness, and elevating the Thai automotive industry to become a sustainable manufacturing hub in the region.

"I am confident that today's launch of the new Toyota Hilux will be another success for Toyota in responding to consumer demands in terms of performance, safety, value, and environmental friendliness, as well as reaffirming Toyota's confidence in Thailand as a regional automotive manufacturing hub.”

Simon Humphries, Chief Branding Officer of Toyota Motor Corporation, Japan, revealed that Toyota has a long-standing relationship with Thailand, spanning over 60 years. This relationship is not just a business investment but a partnership that has blossomed into friendship. Toyota always refers to the “Best in Town” concept, and Thailand is a clear reflection of this philosophy, as the first country in Asia where Toyota produced automobiles outside of Japan.

The seeds of friendship we planted in 1963 have been nurtured by the Thai people, with support from the Thai government, business partners, and our customers. This has transformed Thailand into a hub for manufacturing, innovation, and above all, excellent cooperation, leading to global success. This proves that the strength comes from Thailand, where people in 133 countries worldwide have benefited from the results of this collaboration, with over 14 million Toyota vehicles produced here in Thailand.

Akio Toyoda, Chairman of Toyota's Board of Directors, recognizes the strength of all partners very well, from his experience working with the IMV Project team in Thailand, which played a crucial role in shaping his leadership foundation: respecting local culture and emphasizing collaborative decision-making. The product that best reflects the connection between Mr. Akio and Thailand is the product under the IMV project from over 20 years ago. 

Although the story of Hilux began in 1968, it was in 2004, under the leadership of Mr. Akio as the head of the Asia region, that Hilux became part of the IMV series, a truly global platform. This reflects Toyota's Best in Town concept and its Monozukuri (craftsmanship) spirit, leading to the IMV project that made Hilux known worldwide.

It can be said that no other vehicle better demonstrates Thailand's importance to Toyota than the Hilux. We are proud to hear many people truly call the Hilux a “people's pickup truck.”

At Toyota  we adhere to the concept of “Mobility for All,” believing that mobility offers people opportunities to explore, work, connect, and enhance their quality of life. This philosophy has been upheld by IMV from day one: a commitment to creating vehicles that contribute to communities and empower everyone, whether farmers using vehicles to transport produce, families using cars for long journeys, or people working to build the growth of the communities they live in. Users acknowledge Hilux's reputation for quality, durability, and reliability, as a strong pickup truck for use on construction sites, providing peace of mind with safety for all family trips, and being a globally trusted vehicle.”

The new Hilux, which we announce today, is the 9th generation of this legendary vehicle. In each generation, the Hilux has been continuously strengthened through development based on real-world road use, the experience and expertise of engineers, and most importantly, listening to the voices of customers worldwide. The Hilux is a pickup truck that has evolved with the changing contexts of the world and society.

Toyota listens to voices ranging from miners who need toughness, families who desire more comfort, business owners concerned with fuel economy, to new adventurers who seek designs and technologies that fit their lifestyles. This leads to reliable and trustworthy vehicles, connecting people to various opportunities with strong, simple, and durable automobiles.

Looking ahead, Toyota is moving towards carbon neutrality, not limited to a single path, but aiming to offer diverse options (Multi-Pathway), because the truth is that no region or customer is alike. This diversity covers powertrains, body styles, and customization capabilities… all so that no one is left behind. Toyota continues to improve each Hilux model under the same promise: Hilux is a trusted companion and a part of life.

Simon mentioned Akio Toyoda, who believes that automobiles and automotive production are not merely parts of society and economic prosperity, but also parts of lifestyle and culture. Furthermore, Thailand is like a “second home” to him, both professionally and personally. From these ties, a beautiful friendship has grown. Therefore, Toyoda always speaks of his intention to “give back to Thailand” throughout the years, and the relationship with Thailand has grown beyond economic exchange to an exchange of lifestyles and cultures.

Currently, Toyoda, as the President of the International Sumo Federation, sees an opportunity for cultural exchange between Thailand and Japan, starting with international sumo. He invited Hakuho Sho, a former Yokozuna and the most famous sumo wrestler of all time, with a record 45 championships and 1,187 total wins recorded in the Guinness Book—all of which make him…one of the most successful athletes…of all time—to visit Bangkok and participate in the press conference.

Hakuho Sho, the renowned 69th Yokozuna sumo champion from Japan, stated that last September, he had the opportunity to visit Thailand to promote sumo wrestling on the global stage. Upon returning to Thailand this time, he was extremely delighted, and when Akio invited him to this event, he did not hesitate to accept immediately. He thanked them again for inviting him to the global car launch and for their intention to promote sumo globally as well. Sumo wrestling is purity; it is training not only the body but also the mind. I believe that promoting sumo will help create hope for eliminating discrimination and prejudice worldwide. I am a Mongolian by birth, and as a Mongolian representing Japan on the world stage, I feel a close connection with Thais who represent Japan on the world stage through Toyota. 

“As an Englishman who has lived most of his life in Japan, I strongly agree with what you said ! Both from a historical perspective and cultural exchange…now we are moving to the next level with the elevation of the new Hilux, a project I am proud to have worked on as the head of design.”

Anyarat Sutthibenjakul, Regional Chief Engineer at Toyota Motor Asia Co., Ltd., spoke about the product development concept, stating that today marks not only a new chapter in history for Hilux but also a new chapter for our research, development, and production in Thailand. For her, this is the result of many years of dedication from talented and expert personnel from Asian and Southern Hemisphere countries, working closely with Toyota's headquarters in Japan, coupled with listening to customer feedback from both Thailand and worldwide.

Hilux is recognized by actual users in 7 out of 8 regions worldwide. For this new Hilux model, we traveled across all regions, from the deserts of the Middle East, the highlands of South America, the grasslands of Africa, to the remote areas of Australia, and the freezing regions of Europe.

Each market has its unique characteristics. We learned from the diverse road conditions, climates, and customer lifestyles, and then used those insights to develop a blueprint for development.

This is why we intentionally developed it regionally to design a vehicle that aligns with the varying conditions of each area while maintaining Toyota's global standards in both safety and performance. The result is a vehicle that truly becomes a “trusted companion and a part of life.”

Furthermore, the new Hilux is evolving with electrification, connected technologies, and digital services, while we remain committed to our original foundations. Every component, from design to testing, is driven by the determination to create reliable, flexible, and future-ready vehicles. This passion drives us to innovate while adhering to the QDR (Quality, Durability, and Reliability) values that customers expect from Toyota. 

Firstly, reliability is the most important thing our customers desire. From rugged mountain paths to bustling city streets, the new Hilux has been developed to handle all road conditions, allowing it to travel anywhere.

To achieve this goal, the new Hilux features reinforced body strength, optimized suspension performance, and the integration of Electric Power Steering (EPS), increasing driving confidence and ease of control. The result is a vehicle that not only endures difficult conditions but thrives in them, delivering the strength and durability customers expect from Toyota.

Toyota's goal is not just to build stronger cars, but smarter ones too. The new Hilux is designed with a fresh look, both exterior and interior, and supports further customization to meet each customer's specific needs. We have also added advanced safety technologies and electronic systems such as Toyota Safety Sense 3 (TSS 3), Panoramic View Monitor (PVM), and Multi-Terrain Monitor (MTM). These innovations enhance driver protection in diverse traffic situations. Additionally, PVM and MTM systems provide real-time views of the surrounding area and under the vehicle, helping drivers navigate challenging routes with confidence and safety—no matter where they go.

As the world moves towards a carbon-neutral society, Toyota has a clear goal: “no one will be left behind.” Toyota believes there is no single solution that fits all customers, but we must have “diverse options” to suit each person's use and lifestyle. The new Hilux is ready for this reality, having evolved beyond traditional internal combustion engines to include new fully electric powertrain options (BEV-Battery Electric Vehicle) to meet the needs of all markets, all customers, and all demands. This Multi-Pathway approach is about creating comprehensive, practical, and sustainable mobility solutions for everyone.

The new Hilux BEV is designed to help reduce air pollution while fully retaining the performance of a Body-on-Frame vehicle—including off-road capability, deep water wading, and hauling or towing. Our goal is to make the Hilux a vehicle that caters to all groups, from urban users and adventurers to people working in various professions, aligning with the lifestyles and energy situations of each country. All of this is to support the global goal of carbon emission reduction.

All these innovations reinforce Hilux's role as a “trusted companion and a part of life,” ready to grow with its owners and retain its value throughout its lifespan. This diversity and flexibility ensure that Hilux continues to meet both today's needs and tomorrow's challenges.

Nick Hojios, Senior Manager, Toyota Design, Australia, spoke about the design concept of the Hilux Travo, stating, "I am confident that customers worldwide with diverse usage needs will definitely like the new Hilux because it is a distinctive and unique vehicle. The new Hilux design is prominent and powerful." He also described the collaboration between the design team from Australia and the engineering team from Thailand as an excellent international cooperation that took over 10 years to bring to fruition.

This vehicle was developed by those who understand the needs of Hilux users worldwide, working together to create a new Hilux that will bring pride of ownership to all customers. Over the years, we have continuously improved the Hilux and also created popular models like the Hilux GR-S and Rocco. And now, we have combined all that experience to create the 9th generation Hilux, opening a new legend for the  Hilux. At the beginning of the project, representatives from many countries collaborated to clearly define the product direction, setting the course for this new model under a shared goal.

“The true identity of Hilux” comprises a robust structure encased in a modern and powerful design. We intentionally created changes to make the vehicle responsive to every user's need. For example, the tapered yet aggressive grille and the dual-layer front design make the new Hilux stand out, including the placement of the letters “T O Y O T A” on both the front and rear of all sub-models. This is not merely communicating the brand name, but also a “symbol of trust,” acting as a promise that this vehicle will meet all user needs and truly be a “vehicle of limitless opportunities.”

The interior of the new Hilux has been updated to be modern and practical, like a ”battle suit that is ready for any situation,” with a strong yet modern interior design. Equipment is optimally arranged for convenient use, and technology has advanced to the next level, making the car's interior a suitable space for “all uses and living life to the fullest.”

This is a significant change truly worthy of the Hilux name, and it is a reinterpretation of the legendary pickup truck, built by the team that understands customers the most, to deliver the best to people worldwide. The Hilux story does not end here, because as long as customer needs evolve, Hilux will always evolve with them to serve people in every community around the world, from Australia, South America, South Africa, to Europe and Asia—Hilux is a legend. We worked together to design a new Hilux that will carry this legend forward into the future. Please look forward to exciting new products from us.

Suphakorn Rattanawarahah announced the marketing strategy, stating, “The name of “Travo” is inspired by combining the words “Travel” and “Voyage,” reflecting the spirit of movement, exploration, and adventure as a companion for those driven in life, ready to adapt and dare to challenge new things, including growth in both personal and professional life.

And of course, Thailand is considered one of the important strategic markets. During the development of the Hilux Travo, our engineering team conducted in-depth fieldwork to understand what the "ideal pickup truck" should be for Thais, whether for mixed use in logistics, travel, or personal use for tourism. The team surveyed the market, listened to customers, influencers, and closely exchanged opinions with automotive journalists.

The Hilux product lineup consists of 3 main models: Hilux Revo/Hilux Travo, and Hilux Champ.   

The Hilux Revo will focus on business use, especially for logistics groups and those who enjoy car customization.
The Hilux Travo emphasizes functional use that meets the needs of various customer groups, including Offroad and Urban Lifestyles, while the Hilux Travo-e is suitable for those who prioritize premium quality and visionary organizations.
The Hilux Champ will focus on the conversion market, addressing business needs and private users who love car customization.

For all three Hilux models, Toyota remains committed to leaving no customer group behind. Starting with the Hilux Travo, led by the Overland model, our flagship vehicle targets individual customers seeking a reliable partner ready for any road, with a distinctive design and "Dynamic Cloud" driving system that enhances control, stability, and provides a smoother ride, improving driving performance and comfort in every dimension. To give customers the opportunity to experience it firsthand, we invite everyone to Toyota showrooms from November 21-30.

Additionally, for customers in Bangkok and its vicinity, the Hilux Travo can be experienced at the Thailand International Motor Expo at IMPACT Muang Thong Thani. For those who wish to experience full 4x4 performance, we invite you to join the test drive activity at the newest test track at Toyota Alive this December.

Regarding the electric pickup truck Travo-e, it was developed to meet the needs of premium customers and visionary organizations that prioritize innovation and carbon neutrality. Toyota has prepared a comprehensive customer care plan, including first-class insurance with an all-inclusive BEV maintenance package and cost reduction assistance through the Kinto leasing program. We have also arranged special pricing for corporate customers.

In terms of insurance, Toyota has collaborated with 7 leading insurance companies to offer Toyota Care PHYD first-class insurance, providing maximum valuable coverage to customers. And with Toyota's quality standards, insurance companies are confident in the Travo-e, offering the cheapest insurance premiums in the BEV market. For insurance renewal, customers also receive discounts of up to 40% and can extend coverage continuously for up to 8 years. This is another one of our intentions to make owning an electric vehicle easy and worthwhile for all customers.

Beyond the product itself, Toyota BEV customers can also be confident in comprehensive after-sales services, starting with lower maintenance costs, well-trained staff, a nationwide network of body and paint service centers, readily available spare parts, and Toyota's reliable quality standards. This confirms our readiness to deliver the best to customers in every way."

Regarding the Hilux Revo, Suphakorn apologized to customers for not being able to launch the new Z Edition model at this event. The Hilux Revo Z Edition received a facelift in 2024. However, for the Hilux Revo, ADAS safety systems have been added, including Forward Collision Warning and Front Vehicle Departure Alert, while maintaining the original price. It also introduces new Charismo accessory versions called “Drift Package & Rock Package.” Additionally, it comes with attractive campaigns focused on easy ownership with low installment offers, free first-class insurance, and specific campaigns for groups such as the transport business. Furthermore, it participates in the government's “Pickup Brother, with Warehouse Collateral” guarantee measure. And special for all Toyota customers, they can join the year-end “Arigato” campaign to receive discounts when purchasing a Toyota car and a chance to win prizes with a total value of over 593 million baht. 

The Hilux Champ plays a very significant role in the pickup truck market. A survey found that approximately 80% of Hilux Champ customers use it for commercial purposes. Most customers who purchase it are business owners, deciding on this model because it is a flatbed pickup with 3-way opening and offers good value for investment. Therefore, in Q4, special campaigns will continuously target entrepreneurs in various professions. And 20% of Hilux Champ customers are from the private market, mostly high-income customers who buy the vehicle for customization according to their preferences and lifestyle. Additionally, a special short-wheelbase Hilux Champ model was introduced last October, which is ideal for further customization.

Furthermore, Toyota also showcased customized prototype vehicles from partner workshops TJM, under the "Outdoor Escape" concept, and SSS, with the "Mobile Service" concept. It also introduced the "World of Hilux," which displays Hilux in various forms to help customers clearly visualize how Hilux comprehensively meets both lifestyle and commercial usage needs.