Toyota’s Compact Truck Push

Toyota Eyes Compact Truck Market

For those keeping an eye on smaller trucks, an interesting development is brewing. Toyota seems to be gearing up to introduce a compact pickup in the United States. Currently, this segment is home to just two players: the Ford Maverick and the Hyundai Santa Cruz. With larger trucks ballooning in size and price, Toyota could be hitting the sweet spot by jumping into a space that’s surprisingly underserved.

The absence of a compact Toyota truck stems largely from the historic Chicken Tax—an old tariff from 1964 that slapped a hefty 25% fee on light truck imports to the U.S. This policy aimed to protect domestic manufacturers, leaving non-American brands like Toyota with no choice but to produce stateside to bypass these costs. This isn’t an issue for Korean brands due to favorable trade agreements, allowing them to slide in with offerings like the Hyundai Santa Cruz. Toyota manufacturing a compact truck in the U.S. could be a game-changer.

The Corolla Angle

Toyota may base this new truck on its world-renowned Corolla platform. If there’s something Toyota loves, it’s leveraging the Corolla’s name—a name that’s already attached to a variety of models including a sedan, hatchback, and crossover. Expanding this lineup to include a compact truck seems like a natural progression, given the vehicle’s popularity and Toyota’s apparent focus on hybrid powertrains.

Given Toyota’s recent hybrid direction, this potential compact truck would likely embrace a similar powertrain. Ford’s Maverick already set a precedent with its hybrid offering, clocking in at 191 horsepower. Not to mention, the Corolla hybrid system would fit well with a truck model aiming to keep running costs low while maintaining reliability.

The Competition’s Slow Moves

Here’s what’s puzzling: despite Chevrolet and Ram’s strength in the full-size truck arena, neither has moved into the compact segment. While Chevrolet’s Colorado covers the midsize market, Ram still lacks a midsize option. Ram has indicated interest in this space, possibly introducing a midsize truck around 2027, but there’s radio silence regarding a compact model.

The current scorecard shows Ford’s Maverick coming out on top with 130,000 trucks sold in 2024, compared to Hyundai’s more modest 32,000 Santa Cruz units. Name recognition counts, and Ford is synonymous with trucks in America, unlike Hyundai. If Toyota taps into its reputation for rock-solid reliability with a competitive price, it could easily shake things up.

Final Take

Larger trucks like the Ford F-150 and Chevy Silverado dominate the roads, but not everyone needs all that bulk. Compact trucks serve a different lifestyle and budget, and there’s a growing interest in them. With Toyota possibly entering this market, it wouldn’t be surprising if Chevy or Ram finally dive in too.

Let’s not forget the wildcard: a small electric pickup could redefine the segment. Slate, an upcoming electric-only model, could offer a fresh perspective. Currently, electric pickups are mostly full-size and quite pricey, but a compact, affordable electric truck might just be a game-changer. As things stand, the compact truck battle is heating up, and it’s bound to get exciting.