Toyota is reportedly exploring the development of a smaller pickup truck to compete with the Ford Maverick and Hyundai Santa Cruz in the U.S. market. According to a report from The Japan Times, the automaker has been listening to its dealers’ demands for a truck that slots below the popular Tacoma and Tundra lineups. Mark Templin, Toyota’s chief operating officer in the U.S., confirmed that the company is “looking at” the possibility of a smaller pickup during an interview with The Japan Times.
The compact truck segment has gained traction since Ford introduced the Maverick in 2021, selling 131,142 units in 2024 alone. The Maverick starts at $28,145, significantly lower than the base price of $31,590 for the cheapest Tacoma. Hyundai’s Santa Cruz has also found success in this segment. Templin declined to provide further details on the potential Toyota pickup, including its timing or development stage.
The development of a smaller Toyota pickup could be related to the company’s plans for an electric pickup truck, although this connection remains unclear. Industry trends suggest that smaller trucks are gaining popularity, with Ram hinting at a mid-size truck and newcomer Slate making waves with its affordable EV offering starting under $28,000 before federal tax credits.
A smaller Toyota truck could potentially create a pipeline to the more popular Tacoma, leveraging the brand’s existing loyal fanbase. Road & Track has expressed enthusiasm for the idea of a tiny Toyota truck entering the U.S. market, and will provide updates as more information becomes available.
