The company has spent Bt10 million on researching and developing the canopies and has focused on the Toyota Hilux Vigo double-cab model.

Assistant managing director Asavin Anamnart said the design sets out to transform pickups into "super sports trucks".

The first canopy model, named the Muscular, is different from its competitors in that it is not a mix of fibreglass and ABS plastic and is stronger and more flexible as a consequence, Asavin said.

The company plans to launch a range of new products, focusing mainly on a variety of canopy designs and automotive accessories, and will enter a market currently dominated by Carry Boy, Sammitr and Alpha.

Asavin said escalating oil prices have forced consumers to turn to pickups to save money, not only on cheaper diesel fuel but also on driving long distances.

As well as providing a canopy for the Toyota Hilux Vigo double cab model, it will soon launch canopies for the Isuzu D-max and Toyota Hilux Vigo extra cab.

The company is aiming for annual sales of Bt300 million from its Azzy brand by 2010. Of this, 70 per cent will come from exports and the rest from the local market. It believes that within four years it will be making Bt100 million per year from the Vigo double cab canopy alone.

Asavin said the company plans to start exporting pickup canopies to the Middle East, South Africa and Australia next year, with a sales target of 1,200 canopies per month.

However, for the rest of

this year, it is looking to sell between 100 and 150 canopies per month.

The company will spend 20 per cent of its total revenues, Bt60 million, on marketing and promoting its Azzy brand over the next four years.

This year it will expand its distribution channels through about 100 accessory shops in major cities such as Chiang Mai, Phuket and Khon Kaen.

Beyond 2010, Asavin said GRP Hightech might take the opportunity to use its Azzy brand in the furniture business.

At present, the company supplies furniture to customers in Japan.

Chalida Ekvitthayavechnukul

The Nation