The Rise and Fall of Toyota’s Stout Pickup Truck
Toyota’s journey in the American pickup truck market has been marked by significant milestones, including the introduction and discontinuation of the Stout. Despite currently trailing major brands like Ford, Chevrolet, RAM, and GMC, Toyota remains a popular player in the competitive pickup segment. The mid-size Tacoma truck ranked among the top five in 2024, with over 192,000 units sold, according to Statista.
Early History of the Toyota Stout
The Toyota Stout was a light truck manufactured from 1954 through 2000. Initially dubbed the Toyopet RK, the name was changed to Stout in 1959 following a competition among Toyota employees and sales channel staff. In 1964, the Stout made its debut in North America as Toyota’s first standalone small pickup truck, with its payload capacity upgraded from 2,500 lbs to 3,000 lbs. However, the initial market performance was dismal, with only 4 units sold in 1964. Sales improved slightly in 1965, with over 900 units purchased.
Discontinuation and Replacement
The poor sales performance led to the Stout being discontinued in 1969. It was replaced by the Hilux, a utilitarian light truck that quickly gained a reputation for reliability. The Hilux was named Pickup Truck of the Year in 1974 by Pickup, Van & 4WD magazine. The Hilux paved the way for Toyota’s success in the light-truck market and eventually led to the development of the Tacoma in 1995.
The Stout’s Legacy Beyond America
Although the Stout failed to gain traction in America, it was better received in other markets. The production run lasted 46 years and spanned three generations. The first generation was a standard 2-door, 3-seater pickup with a 1.5-liter engine producing 49 hp. The second generation, introduced in 1960, featured a redesign with twin headlights. The third generation arrived in 1979 and remained in production until 2000.
Potential Comeback of the Stout
Rumors about the Stout’s potential return have been circulating, gaining momentum in 2023 during the South African State of the Motor Industry event. Leon Theron, then Senior Vice President of Sales and Marketing, hinted at a possible small bakkie from Toyota in the LCV segment within three years. Additionally, Toyota trademarked the Stout name with Argentinian intellectual property officials in 2022. In May 2025, Toyota revealed plans for a cheap rival to the Ford Maverick, with Cooper Ericksen stating that decisions had been made and the question was when to slot it in. While it’s unclear if the new truck will bear the Stout’s name, it could be a fitting return for a truck that laid the groundwork for Toyota’s success in the pickup segment.
