Toyota Is Working On A Compact Pickup For America
Toyota is reportedly developing a compact, car-based pickup aimed squarely at the Ford Maverick.
Key Points
- Toyota is officially developing a small, unibody truck to compete with the Ford Maverick.
- The new model will share Toyota’s modular architecture and include hybrid options, with an emphasis on maintaining real truck capability despite its smaller size.
- Toyota aims to price the truck competitively—potentially undercutting the Maverick—and targets annual U.S. sales of 100,000 to 150,000 units.
According to Cooper Ericksen, head of planning and strategy for Toyota North America, the project is no longer hypothetical. “It’s not a matter of ‘if,’” Ericksen told MotorTrend, confirming that the company has committed to building the small truck. The only real question is when it will reach production.
The unnamed model has reportedly been in development for years and will ride on a version of Toyota’s modular TNGA platform, which underpins everything from the Camry to the RAV4. Unsurprisingly, hybrid power will be part of the equation. While the truck will share architecture with Toyota’s existing cars and crossovers, the company says it won’t compromise on utility.
The Ford Maverick currently starts around $30,000 in the U.S., and undercutting that figure may be one of Toyota’s strategic goals. The automaker believes that selling between 100,000 and 150,000 units annually in North America is well within reach, and it believes its large global footprint will help reduce costs through economies of scale.
The model won’t arrive in 2025 and could even loaft beyond 2026. “If we do this, it is going to be a Toyota truck. It needs to have certain capabilities and attributes and functionality. It needs to be a workhorse,” Ericksen explained.
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An experienced automotive storyteller and accomplished photographer known for engaging and insightful content. Michael also brings a wealth of technical knowledge—he was part of the Ford GT program at Multimatic, oversaw a fleet of Audi TCR race cars, ziptied Lamborghini Super Trofeo cars back together, been over the wall during the Rolex 24, and worked in the intense world of IndyCar.
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