Thailand's Proton and Perodua, Toyota and Isuzu control more than 54% market share in 2023 so far

Though Thailand doesn’t have its own local brands like Malaysia, one similarity can be seen in the sales data from the respective countries – it is dominated by two brands. Based on figures obtained by Headlight Mag, Toyota and Isuzu hold 54.5% of the total market share between January and September 2023.

Toyota leads the way with 198,719 units sold while Isuzu saw 120,294 vehicles sold in the first 9 months of the year. Despite being placed second, an Isuzu model is the frontrunner for the title of Thailand’s best-selling car.

According to Headlight Mag, 91,609 units of the Isuzu D-Max have been sold in the Kingdom during the first 9 months of the year and is followed by the Toyota Hilux with 83,001 units. Both the D-Max and Hilux dominate the Kingdom’s pick-up segment with a combined market share of 83.7%.

Also read: New 2024 Isuzu D-Max facelift launched in Thailand - Upgraded ADAS, new look

Despite having a pick-up truck as the Kingdom’s most popular car, the segment experienced a bit of a slump this year. According to sales data, the first half of 2023 (H1 2023) saw passenger car sales overtook pick-up truck sales for the first time on record.

Also read: Passenger cars are outselling pick-ups in Thailand in 2023 so far, EV sales increase by 1,600%!

Still, a majority of those passenger cars would likely bear Toyota or Honda badges. The H brand is the Kingdom’s third best-selling brand in the first 9 months of the year with 69,882 vehicles sold and the only other brand to hold a double-digit market share of 11.9%.

Also read: Even though Toyota pioneered hybrid cars, it's Honda that are winning over Thais

Ford and Mitsubishi took fourth and fifth place respectively in overall sales of the year so far. Just like Isuzu, Ford’s Thailand sales (28,796 units) are mainly contributed by its pick-up model with 67% of its sales coming from the Ford Ranger alone (19,493 units).

Also read: Fancy a 2023 Ford Ranger? 7 variants, from RM 98,888 to RM 259,888 - Here's a summary of their differences

Elsewhere on the list, BYD which was only launched in the Kingdom last year is Thailand’s 7th best-selling brand (18,025 units) ahead of Mazda (8th, 13,732 units) and Nissan (9th, 12,967 units).

50,347 EVs have been sold in the Kingdom between January and September 2023 which constitutes around 10% of the total vehicle registrations (500,942 units).

Also read: BYD Dolphin overtakes Atto 3 as the best-selling EV in Thailand for September 2023

These are the top 12 best-selling brands in Thailand between January and September 2023:

1. Toyota – 198,719 units
2. Isuzu – 120,294 units
3. Honda – 69,882 units
4. Ford – 28,796 units
5. Mitsubishi – 26,552 units
6. MG – 19,593 units
7. BYD – 18,025 units
8. Mazda – 13,732 units
9. Nissan – 12,967 units
10. Suzuki – 9,675 units
11. Neta – 9,507 units
12. GWM – 9,101 units