The Isuzu Faster Z topped the Thai charts 9 times between 1992 and 2001.
July 2019 update: Now with All-brands and All-models data from 1990 to 2006 (8 new articles).
Historical data spanning the past three decades is now available for Thailand on BSCB. Witness the decades-long fight for the top spot between Isuzu and Toyota hero 1 tonne pickups: the Isuzu Faster Z nabbing 9 annual wins between 1992 and 2001, obliterating the Toyota Hilux over the period (only 3 wins between 1990 and 2002). The Isuzu D-Max then takes the relay, winning from 2003 to 2005 but from then on its domination dwindles to just one win in 2017 whereas the Toyota Hilux signs 11 consecutive pole positions between 2006 and 2016, then resuming its reign in 2018.
Locally-made pickups are so dominant that they monopolise the Top 5 a few times: in 1990, 2000 and 2002. Over the Historical period covered by these articles, Thailand has indeed become the “Pickup factory of the world”. Only a handful of passenger cars have been able to crack the annual Thai podium over the past 30 years: the Toyota Corolla in 2001, the Toyota Vios from 2003 to 2013 and the Toyota Yaris from 2014 to 2016. Witness also the success of successive Hilux-based SUVs: the Sport Rider from 1998 and the Fortuner from 2005.
Thailand 1990-1991: Toyota Hilux leads, Nissan up to #2 (new)
Thailand 1992-1994: Isuzu Faster Z dominates, market up 83.5% (new)
Thailand 1995: Toyota Hilux claws back to #1 for 313 sales, market above 1/2 million for the first time (new)
Thailand 1996-1998: Market implodes -75%, Isuzu Faster Z back to #1, Toyota launches Soluna and Sport Rider (new)
Thailand 1999-2001: Isuzu Faster Z reigns supreme in slowly recovering market (new)
Thailand 2002: Toyota Hilux #1 thanks to Isuzu model transition, 5 pickups in Top 5 (new)
Thailand 2003-2005: Isuzu D-Max takes the lead, Toyota hits record shares in all-time high market (new)
Thailand 2006: Toyota up to record 42.7% share, new generation lifts Hilux to #1 (new)
Thailand 11 months 2008: Toyota Hilux still dominates at 20.4%
Thailand 2010: Toyota Hilux leads with 144,000 sales
Thailand 2011: Toyota Hilux and Isuzu D-Max maintain stranglehold
Thailand 2012: Mitsubishi Mirage and Nissan Almera in Top 10
Thailand 2012: Top 40 best-selling models now available
Thailand 2013: Toyota, Isuzu and Honda on podium
Thailand 2014: Toyota Hilux leads, Yaris on podium
Thailand 2015: Hilux holds onto #1 in market down a further 10%
Thailand 2016: Toyota Hilux snaps last minute 11th straight win
Thailand 2017: Isuzu D-Max snaps crown off Toyota Hilux for first time in 12 years
Thailand 2018: Toyota Hilux reclaims top spot in market up 19.5%
Thailand 2019: Dismal last 2 months tilt market into negative (-3.3%) to just above 1 million
Thailand 2020: New Isuzu D-Max topples Toyota Hilux for third win in 16 years, market down -21.4%