On March 2, Tri Petch Isuzu Sales will start selling its special-edition Isuzu D-MAX X-Series pickups in a move to further boost demand, which it expects will return to normal this year.
"The edition is specifically aimed at the younger generation. It has a stylish design, with a sporty interior and exterior emphasising a unique black-and-red combination to suit new lifestyles. Nowadays, it's not just office workers who drive to work. This should open a new segment for the company," she said.
Panatda added that the new series had not been launched because the demand for conventional pickups was falling. In fact, she said, demand was rising fast and Isuzu had reinstated two shifts at its production site late last year, and at the end of 2009, a large number of orders remained to be filled.
Last year, vehicle sales in Thailand fell 10.79 per cent to 548,871 units. While the sale of passenger cars rose 1.43 per cent to 230,037 units, the sale of 1-tonne pickups dropped 18.23 per cent to 264,824 units.
Market observers said the rising price of oil was forcing consumers to focus more on smaller and energy-efficient cars at the expense of pickups. However, some expect the sale of passenger cars and pickups to be on a par soon.
Panatda attributed the fall in the sale of pickups last year to financial restrictions brought on by the global financial crisis. Several financiers limited financing for farmers, which were the major target groups, for fear of credit turning into non-performing loans.
She said demand for pickups remained intact, and the sales figures this year would show definite improvement as farmers' incomes are increasing.
Moreover, Thais are becoming more used to higher oil prices.
Tri Petch believes the sale of vehicles locally will hit 600,000 units this year, with pickups accounting for no less than 50 per cent.
Thailand's automotive sector has been showing improvement since June last year, following a sharp drop in domestic car sales at the beginning of 2009. Last January, the market posted a 45.6-per-cent drop year on year in domestic car sales.
"We believe the positive momentum will be sustained, due to the 25,220 units sold during the 26th Motor Expo, improved consumer confidence, a better economic outlook for 2010 and low interest rates," DBS Vickers Securities (Thailand) has said.
The brokerage house is also optimistic about Thailand's export outlook for this year, in line with the recovering global economy.
The expectation is for 800,000 Thai-made vehicles to be sold overseas this year.
