Motor Expo 2026

Toyota Motor Thailand Co., Ltd. revealed that the overall Thai automotive industry in 2025 still faced challenging situations from the overall domestic economic conditions and market trends in the past year. This reflected in the domestic automotive market, which is still in a gradual recovery phase, with total sales in 2025 at 621,166 units, an increase of 8.5% compared to 2024.

The automotive market in 2025 showed signs of recovery compared to the previous year, supported by government measures to promote the automotive industry. However, the overall recovery picture is still not clear due to the overall economic conditions and various limitations still faced by the automotive industry, especially the high level of household debt, which prevents consumer purchasing power from fully recovering.

The growth in the passenger car market was partly due to the response to government promotional measures, especially towards the end of 2025. However, the commercial vehicle market, particularly pickup trucks, continues to face challenges due to unrecovered purchasing power combined with strict credit conditions, which are pressing factors on purchasing decisions and the recovery of this market segment.

As for Toyota's (Toyota) sales in 2025, total sales were 230,038 units, an increase of 4.4% compared to the previous year. Toyota maintained its market leadership with a 37.0% market share of total car sales, ranking first in all 7 key markets. Especially in the passenger car market, Toyota still held the number 1 market share at 34.4% due to the popularity of Eco Cars, which captured 48.7% of the market share, and Toyota's hybrid electric vehicles (HEV), which continued to gain trust and confidence in quality, capturing as much as 47.4% of the total hybrid engine vehicle market.

Meanwhile, sales in the commercial vehicle market also maintained the number 1 position with a market share of 38.7%, thanks to the popularity of the Hilux pickup truck, which supports diverse and comprehensive uses, earning consumer trust. Additionally, the success of the new Toyota Hilux Travo, which was just launched late last year, has led to Hilux having the highest market share in the pickup truck market at  48.7% (since the launch of the IMV project) and will help stimulate Thailand's commercial vehicle market this year.

Furthermore, various marketing activities, Toyota's diverse range of automotive products, and its extensive nationwide service network, including over 153 dealers and more than 451 service centers, provide customers with peace of mind and confidence in using Toyota vehicles. This also allows Toyota to better reach and connect with various target customer groups.

 Thai Automotive Industry Trends in 2026

The Thai automotive industry in 2026 is expected to remain stable, with ongoing monitoring of economic conditions and domestic political directions, as well as global economic situations affecting car sales and exports. Furthermore, financial institutions continue to be strict in approving hire purchase loans for cars, and interest rate policy trends are also a factor, due to concerns about debt repayment ability amidst high household debt.

Nevertheless, it is believed that there is still demand support from business activities and investments, government policies to accelerate spending, the expansion of investments related to domestic activities and infrastructure, as well as the promotion of government support measures for the domestic automotive industry, and the introduction of new car models with sales promotion strategies from various car manufacturers. This leads to a forecast that total car sales in 2026 will be 630,000 units, an increase of 1.4% compared to last year.

Toyota set a sales target of 243,000 units, an increase of 6%, with a market share of 38.6%.

Car Export Volume and Production of Toyota in 2025

In 2025, Toyota exported 358,135 completed vehicles, an increase of 6% from 2024. The total production volume for domestic sales and export in 2025 was 564,933 units, an increase of 5% from 2024.

Toyota's Car Export and Production Targets in 2026

Toyota's export of completed vehicles in 2026 is expected to remain stable, in line with the overall global economic situation. However, there are still positive signs from the increasing demand in partner countries in Asia and the Middle East. As a result, Toyota aims to export 425,000 units, an increase of 19% compared to last year, and has set a total vehicle production target for 2026 at around 633,850 units, an increase of 12% from last year.

Other Operational Guidelines of Toyota Thailand

Toyota adheres to the “Best in Town” concept, focusing on building sustainable relationships with customers, including delivering an exceptional experience throughout the vehicle's lifecycle and services. This makes Toyota vehicles a long-term part of customers' lives, developing products and services that meet customer needs at every stage of life, as well as improving services in sales, after-sales care, and maintenance to ensure customers receive continuous and high-quality care.

The "Trusted by Toyota" campaign was launched by Toyota Motor Thailand Company Limited last year to build confidence and enhance the brand's reliability image for Toyota Thailand. It focuses on elevating service quality and creating a positive customer experience at every step, from choosing a car to after-sales service and customer care through attention in all dimensions.

1) Enhancing brand credibility: Emphasizes the importance of transparent operational processes and providing quality services to build confidence in products and services for Thai customers.

2) Presenting products and automotive innovations suitable for the needs of Thai people: Focuses on developing new technologies, offering energy-efficient and environmentally friendly alternatives, such as being a leader in hybrid electric vehicles (HEV) in Thailand, or actively promoting clean energy policies by introducing new EVs in Thailand, such as the Toyota bZ4X and Hilux Travo-e, which are 100% electric vehicles targeting customers looking for future technology. At the same time, Toyota remains committed to its Multi-Pathway approach, striving to “leave no one behind” by developing diverse powertrain technologies to support different uses and comprehensively meet customer needs.

3) Developing after-sales services to high standards: To elevate quality alongside convenience and speed, with a network of over 451 internationally certified Toyota service centers nationwide, along with the T-Connect application for Toyota customers, which facilitates scheduling maintenance, checking vehicle status, and requesting 24-hour emergency assistance. Furthermore, development and expansion of new alternative car repair service centers, Fixfit, are ongoing under the operational standards controlled by Toyota Motor Thailand Co., Ltd., which services all car brands to meet the needs of out-of-warranty customers who desire convenience, value, and reliable quality with skilled technicians and quality parts. Currently, there are 21 service branches covering key areas nationwide, with a goal to open more than 40 branches by 2026 to support the growth of the after-sales service market and enhance customer experience.

Moreover, Toyota remains committed to driving Thai society towards “sustainable development” to improve the well-being and elevate the quality of life for Thai people, while also strengthening a good environment, economy, and society through continuous activities and expanding operations in various projects, such as:

• Promoting road safety with the “Toyota White Road Project"  to create a society of good drivers, aiming to reduce deaths and injuries among road users by instilling safety awareness across all ages, as well as collaborating with the Toyota Mobility Foundation and other partners in Bangkok and Chachoengsao province under the Trust Project (Thailand Road Users Safety Through Technology), which utilizes systematic data and data analysis with the goal of reducing road accidents, deaths, and injuries among road users in Thailand.

• Environmental campaigns aimed at achieving carbon neutrality through various projects, such as “Reduce Change the World Project” and “Car Change the World Project”.

• Implementing the “Toyota Community Business Development Project” by transferring and sharing knowledge to develop the business potential of Thai community enterprises under the concept of “Community Development Way…TSI Way”.

• Implementing the “Toyota Giving, Driving Thailand Towards Sustainability” project, which is a key mission to sustainably improve the quality of life in communities through giving in all dimensions, including health, well-being, wisdom, and education, as well as promptly providing assistance to those affected by floods in many areas to alleviate hardship, restore livelihoods, and extend encouragement to Thai people to overcome crises together.