Toyota Reveals Plans for Brand New Truck - Here's the Latest
Small utility pickups are making a big comeback, and with the demand for inexpensive compact trucks surging, Toyota decided it was time to launch its own line of pickups to rival the wildly popular Ford Maverick and the Hyundai Santa Cruz.
According to a report from Automotive News, Toyota is working on plans for a line of back-to-the-basics compact pickup trucks to slot below the bestselling Toyota Tacoma.
'Decisions have been made," Cooper Ericksen, head of planning and strategy for Toyota Motor North America said in an interview with MotorTrend. "The question is when we can slot it in. It's not a matter of 'if,' at this point. We've studied it a lot. We're dedicated to it. We're going to figure out how to make it work.'
When asked about Toyota's plans, Mark Templin, Toyota's chief operating officer in the United States, told Bloomberg that they were "looking into it," and that the company would be gearing the line of trucks toward buyers looking for an affordable entry-level pickup, but little else is known about the automaker's plan for the vehicle.
Although Toyota has yet to release details about pricing, specs or a launch date, it's safe to assume the company will be competing with Ford on price. According to Motor1, Ford sold 131,142 Mavericks in 2024, an increase of nearly 40 percent over the year prior. So the demand is definitely there, and with the price of vehicles skyrocketing over the last few years, Toyota should have no problem appealing to customers looking for an affordable option on a new truck.
Toyota Reveals Plans for Brand New Truck - Here's the Latest first appeared on Men's Journal on May 23, 2025
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