On Monday, Toyota Motor revealed its latest commercial offering, the Hilux Champ, strategically designed to capture emerging markets in Southeast Asia and beyond. With a price tag up to 20% lower than the standard model, the Hilux Champ aims to cater to the evolving lifestyles of customers in these regions.
Scheduled for delivery in Thailand from January, the Hilux Champ starts at 459,000 baht ($13,100) and features a simplified cargo bed and interior. Toyota’s Samrong plant in Thailand will produce both gasoline and diesel versions of the pickup, with plans for sale initially in Thailand and later in other Southeast Asian countries. Toyota anticipates achieving a production capacity of up to 38,000 vehicles annually.
Noriaki Yamashita, President of Toyota Motor Thailand, emphasized the company’s commitment to meeting customer needs in response to changing lifestyles. The Hilux Champ is part of Toyota’s Innovative International Multipurpose Vehicle (IMV) series, introduced in 2004, which shares a common platform to enhance efficiency.
Hirotaka Uchida, a partner at consultancy Arthur D. Little, views the Hilux Champ as a strategic move to strengthen Toyota’s commercial vehicle operations, providing greater flexibility to meet diverse customer demands. The launch aligns with Toyota’s broader strategy of targeting emerging markets and adapting to evolving consumer preferences.
