Despite a decline in domestic sales due to Thailand's economic downturn, ISUZU achieved a total of 85,582 units sold, ranking second in car sales in Thailand. The breakdown of sales is as follows:
- D-Max: 61,580 units, making it the second best-selling vehicle in Thailand in 2024.
- Mu-X: 13,014 units, ranking as the top-selling PPV (Passenger Pickup Vehicle) alongside the Toyota Fortuner in 2024.
- Truck: 10,988 units, ranking as the number one-selling truck in Thailand with a market share of 60.6% in 2024.
Regarding the factory's profits, Isuzu Motors (Thailand) Co., Ltd. reported a profit of 22,348,270,499 Baht in 2024, an increase of 5.08% compared to 2023. This is the highest profit in the last 9 years. The company is responsible for assembling ISUZU-branded vehicles and MAZDA pickups for both domestic sales and exports.
On the other hand, Tri Petch Isuzu Sales Co., Ltd. — the company responsible for marketing ISUZU in Thailand — reported a profit of 18,512,367,153 Baht in 2024, a decrease of 19.85% compared to 2023.
Looking at the overall automotive market in Thailand in 2024, total sales across all brands were just 570,000 units, the lowest in 15 years. This further highlights that the economic problems in Thailand have not been effectively addressed, coupled with the impact of automotive industry policies and trade issues affecting the market, particularly in terms of labor, which is a key economic foundation for Thailand.
In such a challenging environment, ISUZU in Thailand is far from facing a "crisis." While sales figures have significantly decreased compared to the past, where more than 100,000 units were regularly sold, it is important to note that the market as a whole is struggling. It's not just ISUZU that is affected—other brands like TOYOTA, FORD, MITSUBISHI, and others are also facing difficulties. ISUZU's focus in the Thai market on just three vehicle types—Pickups, PPVs, and Trucks—has allowed it to maintain its position, ranking second overall in a challenging economic climate, trailing only behind TOYOTA. This situation does not come close to a "crisis," as some media outlets may suggest.
