ASEAN automotive market sees strategic shifts in electric and pickup segments

The ASEAN automotive market is undergoing significant changes as manufacturers implement new investment and product strategies. Honda and Mitsubishi Motors have signed a memorandum of understanding to develop a Honda-branded pickup truck based on the Mitsubishi Triton platform. This collaboration, expected to reach the ASEAN market by 2028, allows Honda to enter the pickup segment quickly while helping Mitsubishi increase production efficiency at its Thai manufacturing facilities.

In Thailand, Mitsubishi has officially launched the new generation Pajero 2027. Produced at the Laem Chabang plant, the SUV will be available in three versions with 2.4L turbo diesel engines. Mitsubishi plans to export this model to approximately 100 markets starting in fiscal year 2027.

In Vietnam, the electric motorcycle market is experiencing rapid growth and intense competition among brands including VinFast, Honda, Yadea, and Dat Bike. Honda is accelerating its electric mobility efforts by delivering new models, such as the Honda CUV e: and Honda UC3, to government officials in Ho Chi Minh City. To support this transition, Honda is expanding its infrastructure through battery swapping stations and charging points, while maintaining its internal combustion engine lineup to meet Euro 4 emission standards.