After making a trip around Southeast Asia and Japan, the Toyota IMV 0 returns to where it all began. The modular truck made its global unveiling in Bangkok in 2023 by then Toyota CEO, Akio Toyoda to commemorate Toyota Motor Thailand’s 60th anniversary.

This time, the IMV 0 is given an official name, the Toyota Hilux Champ and will sit below the Hilux as the latest addition in this pick-up-crazy nation. Eight variants of the Hilux Champ are announced which are priced between THB 459,000 and THB 577,000 (~RM 61k-77k) undercutting the base Hilux variant which is priced from THB 564,000 (~RM 75k).

Even though sales of pick-up trucks have been slipping in 2023, Toyota is confident that the Hilux Champ will be largely accepted by Thais as much as the regular Hilux. Toyota even presented the Hilux Champ as the Kingdom’s national car at its debut.

Also read: Passenger cars are outselling pick-ups in Thailand in 2023 so far, EV sales increase by 1,600%!

Three 4-cylinder engine options are offered for the rear-wheel-drive-only Hilux Champ – a 2.0-litre 1TR-FE petrol (139 PS/183 Nm), a 2.7-litre 2TR-FE petrol (166 PS/245 Nm), and a 2.4-litre 2GD-FTV turbodiesel (150 PS/343-400 Nm).

The 2.0-litre petrol unit was used on the last-generation rear-wheel drive Toyota Innova and is only offered with a 5-speed manual transmission.

Also read: The Toyota IMV 0 Concept isn't only for small businesses in ASEAN but Japan as well

The remaining two engines are found on the Fortuner and Hilux. The 2.7-litre petrol mill is paired with a 6-speed sequential automatic transmission while the turbodiesel powerplant is offered with either 5-speed MT or 6-speed AT with the latter offering a higher torque.

Simplicity is at the heart of the Hilux Champ with a modular cab area that turns the rear into a motorhome, a mobile business, a veggie transporter, or a Thai-style street truck. The truck’s lack of rear wheelarches meant it is a favourite among Thai coachbuilders which commended the ease of conversion.

The whole basic approach of the Hilux Champ continues with the equipment list – standard offerings include 14-inch steelies, 2 speakers (with no audio system), a 12-volt socket, and 2 airbags.

The Hilux Champ’s design pays homage to the first generation Toyota Kijang/Tamaraw which was one of Toyota’s first ASEAN-specific models. The original Kijang/Tamaraw was developed as Toyota’s basic utility vehicle and that remains the Hilux Champ’s core ideal.

Also read: The Innova's predecessor was nearly called the Toyota Kancil and it's not a typo!

Though electrification is the buzzword of the automotive industry today, the Hilux Champ is designed with developing markets in mind which still mostly rely on fossil fuels. Dependability trumps clean energy for most of these markets and that is what the Hilux Champ is mostly built for.

Also read: Now that's a solution for big luggages: Toyota Hilux EV will demo as share taxis in Thailand, development progresses

While the Hilux Champ is as basic as a truck can be, it could be a huge success for businesses, be it small or big. Though it seems destined to be introduced in other developing markets, it’s still too early to say whether the Hilux Champ will make it into Malaysia.