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According to the latest data from the Thailand Department of Land Transport, in September 2026, Thailand pickup registrations were 11,596, up 4.51% year-over-year; cumulative for Jan-Sept was 112,855, up 5.35% year-over-year, higher than the 107,129 from the same period in 2025. Overall, the pickup market is recovering moderately, but in the face of near 90% year-over-year growth for Pure Electric BEVs, this growth rate is not fast, with its market share dropping to 20.42%.
Most notably, the top two pickup players not only maintained their positions but also expanded against the trend. Toyota Hilux registrations in September were 6,171, up 8.49% year-over-year; cumulative for the first three quarters was 57,769, up 11.21% year-over-year, firmly ranking first in the overall vehicle list. Isuzu D-Max registrations in September were 3,866, up 13.01% year-over-year; cumulative 40,080, up 6.62% year-over-year. Combined, these two models accounted for 86.70% of the pickup market, with concentration increasing further compared to 2025.
The only incremental volume in the industry was mostly taken by the top two. The channel depth, diesel technology reputation, and used car value retention barriers of Japanese brands were strengthened in the existing market competition.
Contrasting with the top two, traditional secondary tier brands almost shrank across the board. Ford Ranger cumulative 7,477, down 11.67% year-over-year; Mitsubishi Triton cumulative 4,562, down sharply 31.65% year-over-year, September single month drop close to 40%; Nissan Navara cumulative 1,044, down 13.86%; MG Extender dropped sharply from 606 to 93, down 84.65% year-over-year; Mazda BT-50 cumulative 61, slight drop 3.17%. The shrinkage of the secondary tier camp is essentially the market space being squeezed continuously by the top two, with the middle ground rapidly hollowing out.
Chinese brands are the only high-growth variable in the rankings. Geely Radar RD6 registrations in September were 178, up 270.83% year-over-year; cumulative 1,549, up 195.05%, rising to fifth in the overall pickup ranking. Great Wall Shanhai Pao POER Sahar cumulative 199, up 503.03% year-over-year; Changan Deep Blue Hunter K50 cumulative 21, up 250%. Combined, Chinese brand pickup registrations for the first three quarters increased from 564 in 2025 to 1,769, up 213.65% year-over-year; September single month increased from 77 to 203, up 163.64%. However, this high growth rate is built on an extremely low base. The combined market share of Chinese brands is only 1.57%, with a huge gap compared to the top two, not yet forming a substantial challenge.
Final Thoughts: The core logic supporting Chinese brand breakthroughs remains electrification. In the first three quarters, Thailand Pure Electric BEV registrations with a 30.04% share surpassed diesel vehicles for the first time. The RD6, which is currently selling well, is exactly a Pure Electric Pickup, competing in a differentiated manner with Hilux and D-Max which still rely mainly on diesel, bypassing their most solid diesel technology barriers. With the increasing acceptance of new energy commercial vehicles, Chinese brands are expected to convert their first-mover advantage in electrification into continuous incremental volume.
However, it must be clearly seen that pickup users highly value reliability, load capacity, and after-sales networks, which are exactly the strengths Japanese brands have developed over decades; whether the high growth rate of Chinese brands can continue requires dual verification from subsequent monthly data and local service capabilities.
