Tri Petch Isuzu Sales, the local distributor of Isuzu vehicles in Thailand, is reconsidering its sales targets for both domestic and export markets as geopolitical tensions in the Middle East disrupt global trade routes and dampen consumer confidence.
Hiroyasu Sato, newly appointed president of Tri Petch Isuzu Sales, said the ongoing war has dented Thailand's pickup segment, a category heavily reliant on exports to the Middle East.
"The prolonged conflict makes it difficult to forecast vehicle sales targets, both domestically and internationally," he said.
The main obstacle is the Strait of Hormuz, a critical shipping passage for vehicles bound for Middle Eastern markets. Disruptions to this route have complicated logistics, delaying exports and raising uncertainty for automakers.
Despite these challenges, Isuzu has not yet revised its production capacity for its Thai assembly plants, adopting a wait-and-see approach until the situation stabilises.
The company remains prepared to resume exports once transport through the strait becomes more reliable.
However, Mr Sato acknowledged the war's economic ripple effects are weighing on Thai consumers.
Rising energy costs, weaker household incomes and cautious spending have led to delayed car purchases.
"Before the conflict, we expected Thailand's economy to improve under the new government's stimulus measures, but now we must reassess the circumstances," he said.
Prior to the war's outbreak in late February, Isuzu projected domestic car sales this year of 640,000 units, up from 621,166 units in 2025. The pickup segment was expected to reach 151,000 units.
Isuzu's own sales were forecast at 77,500 units, including 54,000 pickups.
The pickup market has been shrinking due to stricter lending criteria from banks and financing firms wary of rising non-performing loans.
According to the Federation of Thai Industries, pure pickup sales fell to 143,072 units in 2025, down 12% from 163,347 units in 2024.
Michimasa Kono, vice-president of Tri Petch Isuzu Sales, expressed hope that government stimulus measures could revive demand in the second half of 2026.
Isuzu urged policymakers to support the automotive sector by encouraging banks to ease lending restrictions, particularly for pickup buyers. The company highlighted the importance of this segment, which has faced years of decline.
Despite the challenges, Isuzu reported 3,568 vehicle bookings at the 47th Bangkok International Motor Expo held from March 25 to April 5.
While modest, the figure reflects continued interest in the brand amid economic uncertainty, noted the company.
