Well America may be the overall volume leader for pickup truck sales, the per-capita title belongs to Thailand, and they prefer a different flavor of truck as well.
Research for the Chrysler unibody truck story led to a Ward’s Auto report discussing the Thai pickup market. Buyers in the Asian country prefer double-cab midsize pickups, since they offer a good mix of both passenger and cargo space for families that must make do with one vehicle that must be versatile.
Chevrolet’s Colorado was developed in Thailand, and is built domestically, while Ford, Mazda, Isuzu, Nissan and Toyota all have their own truck nameplates. Patima Jeerapaet, president of the Thailand Automotive Institute, told Ward’s that double cab pickups alone account for 37 percent of Thai vehicle production.