Toyota Might Bring a New Truck to the U.S. That Would Defy All the Odds

Yahoo

4 hours ago

Currently, just two trucks exist in the compact pickup market — Toyota is prepared to get in on the action.
Led by historically low fuel prices, regulatory loopholes and changing consumer preferences, a variety of factors have contributed to the ever-growing size of vehicles in the United States.
Ultimately, though, there's no getting around the fact that it's spawned something of an arms race wherein drivers are determined to be behind the wheel of the biggest thing on the road — often more out of a feeling of self-preservation than any real need for the size.
However, some automakers (Ford and Hyundai) have heeded the call to downsize their offerings and demonstrated a clear demand for compact pickups. With the Maverick and the Santa Cruz being the only two trucks of their kind on the US market, it seems that Toyota now has its eye on a piece of the pie.
Compact competition
Since introducing the Maverick in late 2021, Ford has improved on the model's sales performance with each passing year. So, even though some 74,370 buyers lined up for a Maverick in the first full year that it was on the market, that number climbed to 94,058 units in 2023 and then again to 131,142 units in 2024.
And here's the thing — despite a tumultuous first half of 2025 plagued by tariffs and other political uncertainties, Ford has managed to keep the momentum going. With 98,078 Mavericks moved to date, the Blue Oval has posted an 8.9 percent improvement compared to 2024.
Now, it's worth noting that Hyundai hasn't enjoyed the same kind of success in the compact truck segment with the Santa Cruz. Though the brand managed to grow its pickup sales to 36,675 units in 2023, that number fell to 32,033 in 2024. Hyundai is also down 20 percent on the year at just 16,532 trucks sold.
In any case, Ford is showing that an established brand reputation in the compact truck segment can make for big gains, while Hyundai is having better luck with its efforts to attract new EV buyers. Given that Toyota's data projects that it could sell 100,000 to 150,000 compact trucks per year in the U.S. alone, there's still plenty of untapped potential for an automaker known for bestsellers like the mid-size Tacoma and the full-size Tundra.
Toyota intentions
Toyota recognizes as much. In a recent interview with Bloomberg, Mark Templin, COO of Toyota America, stated the brand was 'looking at it' when discussing the possibility of entering the small truck market.
By contrast, Cooper Ericksen, head of planning and strategy for Toyota North America, proved far more forthcoming in his talks with MotorTrend. Along with confirming that 'decisions have been made' and that 'we're committed to it,' he also revealed that the pickup will be a unibody truck based on the existing TNGA platform.
Moreover, in speaking to the outlet, Ericksen acknowledged that 'full-size trucks and midsize trucks have really gotten expensive.' While the added cost is warranted for those who demand the capability, not everyone wants something that can take them into parts unknown.
Consider the Slate EV, for instance. In just two weeks, the electric truck managed to rack up more than 100,000 reservations, marketed for affordability and customization potential rather than typical pickup considerations like payload or towing capacity. Regardless of the powertrain, it's clear that 'small' is in style.
A matter of time
In speaking to MotorTrend, Ericksen also confirmed that 'it's not a matter of 'if,' at this point' but rather 'how to make it work.'
At the time, Toyota was primarily focused on bolstering its all-electric lineup, and the development of such vehicles was proving to be far too taxing to justify work on a compact truck simultaneously. After all, the brand had previously announced a plan to introduce 24 new or updated models through a revised mixed-energy initiative.
However, circumstances have since changed. From the phasing out of federal tax incentives to the increasingly bipartisan anti-EV sentiments, electric cars aren't likely to be at the top of Toyota's agenda. If the brand wants to capitalize on the success of Ford's Maverick, it's only a matter of time before its own small truck hits the market.