After ensuring that its Rayong plant is able to churn out enough vehicles to satisfy domestic demand, Mazda Thailand has officially launched its new BT-50 PRO pickup truck.

The retail price of Mazda's new pickup starts at THB 589,000 (US$ 18,500), while the top-end 4x4 double cab model costs THB 988,000.

Choichi Yuki, managing director of Mazda Sales (Thailand), said, "We hope that after the launch of the all-new Mazda BT-50 PRO, it will initiate a change in direction for the pickup truck market with its beautiful design both inside and outside, which is reflective of luxury SUVs, and the largest body dimensions in the market. In addition, we also have a presenter who is loved by the Thai people who will also help strengthen the product image," he said.

Mazda plans to sell 22,000 units of the BT-50 PRO per year. The pickup is initially available in freestyle cab and double-cab version (the single cab will be launched later), and come with 200hp/470Nm 3.2-litre Di-THUNDER PRO and 150hp/375Nm 2.2-liter Di-THUNDER PRO engines.

"The raised two-wheel-drive Hi-Racer model in particular will be an important instrument to help Mazda achieve our pickup truck sales target of 22,000 units this year," Yuki stated.

Sureetip La-Ongthong Chomthongdee, marketing director of Mazda Sales (Thailand), said the all-new Mazda BT-50 PRO will stimulate new demand and create a new segment within the Thai pickup truck market. She said Mazda's new truck will change the purchasing behaviour for pickup trucks in Thailand.

"The all-new Mazda BT-PRO will fill the gap where others had left out and the gap between pickup trucks and passenger cars, as well as between pickup trucks and PPVs. The target customers for the all-new BT-50 PRO are those who use pickups for business as well as for family activities," she said.

Pricing strategy is something that Mazda has given importance to in order to make it easier for customers to own its products. "We have decided to launch the all-new Mazda BT-50 PRO with a starting price of only THB 589,000 while the top model, the 4-wheel-drive Double Cab with 6-speed transmission and 3.2-litre engine, leather seats and a complete equipment list, costs less than THB 1 million. This will allow customers eligible for the First Car Buyer programme to enjoy full benefits and great value for money," she said.

More than 2,000 vehicles are ready for delivery during the introductory period.