Long before Ford launched its popular Maverick compact pickup truck in 2021, Toyota’s advanced product strategy team had planned its own small truck to be slotted under the bestselling Toyota Tacoma.
Toyota was here before. The modern Tacoma predecessor was a really compact and cheap truck, as seen above and below, but the documents are still there. Toyota has been studying a small truck for many years where Cooper Eriksen, head of planning and strategy for Toyota Motor North America, joked that he needed a tundra bumper sticker with the words “compact pickup or bust.”
Toyota is building it
Good news: A small truck happens. “The decision has been made. The problem is when we can slot it. This is not a ‘if’ issue at this point,” Eriksen tells Motrend. We studied it a lot. We are dedicated to it. We’ll find a way to make it work. ”
Progress has been made. The truck’s platform and powertrain are pretty locked up. This becomes Unibody Construction, using the TNGA bit that supports virtually all Toyotas and can use Toyota’s hybrid powertrain system. It will be a true Toyota truck that resembles the larger, body-on-frame Tacoma midsizer and full-size Toyota Tundra.
Toyota data shows that 100,000-150,000 compact trucks can be sold per year in the US alone to address the appetite of more affordable entry-level trucks.
Bad news: Customers need to wait a little longer. Toyota’s engineering resources are currently being introduced in 24 new or updated models, with a multi-powertrain strategy, and are now expanded to MAX. Each nameplate is similar to engineering multiple new models as most new models have increased numbers of hybrid, plug-in hybrid and battery electricity and is offered as a continuous commitment to fuel cell vehicles.
“With the need to fully level up our EV portfolio, we are developing 5th and 6th generation hybrid systems, it is difficult to find engineering resources to focus on projects like compact pickup trucks,” says Ericksen.
“So the bottom line is, we’ve studied a lot, and we’re very positive that we have a path to advance. It’s trying to understand when to slide it from a timing standpoint.” Product planners are considering various projects to find the opening. “We’re trying to understand how we can accomplish that.”
It must be done right and be a true Toyota truck. “When you’re behind, you have the advantage of seeing what works and what doesn’t work in the market. I think we’ve been able to see a variety of competitors,” Eriksen says. They learned from other manufacturers what works and what doesn’t.
“When you do this, you’ll be a Toyota truck. You need certain features, attributes and features. You need to be the mainstay.”
But that must be affordable too. “Affordable prices are one of the biggest headwinds the industry faces,” Eriksen says. “Full-size trucks and medium-sized trucks have become really expensive.” There are buyers who don’t need the Rubicon off-road feature that comes with the trade-off. It’s a heavier, less fuel efficient truck, and overall it’s expensive. (See: Photo below, Tacoma TRD Pro starting at over $60,000!) A reasonable compromise: SUV-like features on lightweight trucks, a hybrid powertrain for excellent fuel economy, and the right bed size to meet the needs of most consumers on the truck.
…But that’s at least a year away
No prototypes or concepts were seen this year, and next year could be too early, says Eriksen. “My hope is that you will see it soon, but there are many moving pieces.”
There is currently no final decision timeline on compact pickups as Toyota is currently building, says David Christ, general manager of Toyota division. With the automotive industry moving towards electric vehicles and a tough force tackling tariffs, regulations and uncertainty, it is necessary to review and update the annual plan that will be completed before tariffs are announced.
The timeline may sound long, but it’s not uncommon in this segment. Ford quickly sold Maverick, but Hyundai spent a long pregnancy for Santa Cruz, and Stellantis won the award for long-term promises that he has not maintained a late-term of at least 10 years. The project appears to be ongoing.
