East Asia's Off-Road Modification Market - ANTISI's Journey Through Southeast Asia

The USA is the birthplace of the pickup truck, a feat attributed to Ford's introduction of the first Model T-based trucks. However, the first actual pickup truck was made by Galion Allsteel. Then, Chevrolet and Dodge developed their own pickup trucks, establishing themselves as the three major American pickup brands today.

The Pickup Truck Market in Southeast Asia

In 2024, the Toyota Hilux remains more prevalent than pickups like Ford and Dodge Ram, mainly due to its lower operational costs. The soaring oil prices have made the cost of using American off-road pickups significantly higher compared to the Hilux during the same period. The widespread ownership of the Hilux further reduces maintenance costs

Future Prospects of the Pickup Truck Market in Developing Regions

In Malaysia, the sales of hilux captured nearly 50%, surpassing brands like Ford, search volume for the Ford Ranger exceeds the Hilux. Additionally, Ford Ranger also leads in used car sales compared to Hilux.

This data shows the interest in the Ford Ranger is greater. As the economy grows, sales of Ford's pickups are expected to rise, which in turn will boost the off-road modification market.

Market Trends in Off-Road Modification

Compared to the Hilux, the Ford Ranger features a more powerful engine and T9 platform that offers greater potential for modifications.

Not only that, but what's really important is the rise of off-road culture. Once people's needs are met, they will crave going to places they've never been. A pickup truck with great off-road capability could be the perfect choice for an adventure.

This is a significant profit opportunity, with many customization shops gearing up for modification plans. While there are existing modification cases available, timing is more important. Products like electric side steps, tonneau covers, and roof racks are easy to install and highly practical, making them ideal entry points.

Off-Road and Realtruck

American has a mature off-road modification market. According to Google Trends data from the past year in the U.S., all-terrain (AT) tires serve as both a necessity and consumable in off-road modification. However, running boards and tonneau cover still exhibit over 30% demand. Notably, the trend curve for running boards (blue) aligns closely with that of AT tires (yellow), approximately 40% of the tire curve. This indicates a strong correlation between running boards and off-road projects.

RealTruck is the most well-known off-road modification brand in the U.S., offering a wide array of pickup truck modification products. Among these, power running boards and tonneau covers are its core and most profitable products.

ANTISI has recently collected signal data from various pickup truck brands, including the Toyota Hilux 4-door and 2-door, Ford Ranger T6, T7, T8, T9, Mazda BT50, Toyota Fortuner, Mitsubishi Triton, and Isuzu DMAX. This data collection aims to aid in the development of electric side steps and electric tonneau covers for the latest models.

ANTISI test the signal of pickup turcks in Malaysia

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Who is ANTISI?

ANTISI, a manufacturer based in Guangzhou, China, primarily produces high-end electric side steps and tonneau covers.

ANTISI has developed custom electric side steps and tonneau covers for multiple global brands. Thanks to their excellent products and services, more brands are choosing to join ANTISI's exclusive regional distributors. Recently, the ANTISI team has explored the Southeast Asian market, focusing on Malaysia, and collected data on popular local pickup truck. This ensures the last products will be perfectly compatible with these vehicles.

ANTISI electric side step and tonneau cover

ANTISI's electric side steps feature a truly noise-free design and are integrated with a more intelligent in-vehicle ECU. This not only enhances the overall product experience but also addresses the issue of product crossover, effectively protecting the interests of our exclusive regional distributors. Additionally, ANTISI offers OEM electric side step services, allowing customers to customize their step from ANTISI's library and add their brand logo, significantly reducing product development costs.

01-17

2023

TURBO BLACK SLATE

01

The Turbo Black side step offers the best value for money.

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01-19

2023

SINGLE LED SLATE

02

The single LED offers various colors, improving night driving safety.

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01-09

2023

DUAL LED SLATE

03

The dual LED shines brighter when the side step unfolds

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01-09

2023

REFLECTIVE SLATE

03

A bright bar that reflects light when it hits light

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Step Library

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