Thailand's electric pickup market is shifting into high gear, fuelled by a mix of global energy pressures and domestic policy support, says the Federation of Thai Industries (FTI).
Rising oil prices driven by Middle East tensions have made battery-powered alternatives more appealing, while the government's EV3.5 incentive scheme, which offers tax cuts and subsidies for electric vehicles, has provided a strong boost to adoption.
Demand for battery electric vehicle (BEV) pickups is climbing steadily among both commercial fleets and private buyers, said Surapong Paisitpatanapong, spokesman for the FTI's Automotive Industry Club.
"The BEV pickup can save on total cost of ownership compared with internal combustion engine [ICE] models, thanks to lower fuel expenses and reduced maintenance," he said, adding that advances in battery technology further enhance the appeal.
Prospective car buyers are avoiding oil-fuelled vehicles, including pickups, after domestic oil prices soared following transport disruptions in the Strait of Hormuz caused by the Israel-US war on Iran, said Mr Surapong.
The retail price of diesel rose sharply to 40.80 baht a litre on Tuesday despite being subsidised by the state Oil Fuel Fund. Before the war broke out on Feb 28, the diesel price was 29.94 baht a litre.
According to the club, in the first quarter of 2026 sales of electric pickups surged 227% to 314 units, compared with just 96 units a year earlier.
Registrations also rose sharply, with newly registered BEV pickups up nearly 38% to 113 units, according to data from the Department of Land Transport.
The segment's rollout over the past few years has brought a wave of new models to market, including the Riddara RD6, JAC T8, Maxus T90 EV, NEX, Isuzu D-Max EV and Toyota Hilux Revo BEV.
Cao Feng, general manager of Geely Riddara Thailand, said earlier that the pickup segment in Thailand offers strong potential for battery-powered vehicles, despite a slowdown in overall pickup sales.
Geely Riddara Thailand is the local arm of Chinese automaker Geely's electric pickup brand, Riddara.
Thailand is the first country outside China where Geely has expanded its Riddara brand, underscoring the company's ambition to make the country its Southeast Asian hub.
The arrival of electric pickups has coincided with a downturn in ICE pickup sales, which fell 4.6% to 38,493 units, as banks and financing companies tightened lending criteria due to concerns over non-performing loans and high household debt.
