A Small Toyota Truck For $30K? Believe It.
The Ford Maverick and Hyundai Santa Cruz are about to get some competition.Miguel CortinaWriter
AvarvariiPhotographerManufacturerPhotographerAug 19, 2025
What It Is Toyota will launch a small pickup truck to compete directly with the Ford Maverick and Hyundai Santa Cruz. The yet-to-be-named truck will slot under the Tacoma and serve as the company’s entry-level pickup. With the Maverick’s popularity, Toyota has watched the segment grow—and it’s a segment it doesn’t compete in but would like to. Cooper Ericksen, Toyota Motor North America’s head of planning and strategy, told MotorTrend the automaker is building the truck. “Decisions have been made,” he said. “The question is when we can slot it in. It’s not a matter of ‘if’ at this point.”
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Why It Matters Toyota estimates it could sell 100,000–150,000 units every year in the U.S. alone. Appetite for small trucks has increased dramatically, and the Japanese automaker wants to play in it. The only problem? The truck won’t be ready for some time, likely for another two years.
When the Hyundai Santa Cruz first launched in 2021, it captured a lot of attention. Its unibody architecture and SUV-like ride got the eyes of plenty of buyers. But that was short-lived, as Ford quickly followed up with the Maverick, offering a hybrid as the base engine, a competitive price, and a better truck overall, including a larger bed.
While no names have been floated in public for Toyota’s small truck, we’d be behind T-100, Stout, or Hilux making a comeback, although we’d also love it if it were named Taquito.
Platform and Powertrain Ericksen confirmed Toyota’s compact truck will be unibody, using a variant of the TNGA architecture. It will compete directly with the Maverick, as the company plans to have a hybrid powertrain. Think of it as looking like a smaller version of the Tacoma, but with capabilities that closely match those of the new RAV4.
The Maverick can tow up to 4,000 pounds when equipped properly. We expect Toyota’s truck to have similar capabilities, with plenty of hooks in its bed and lots of amenities to entice buyers. Toyota has made trucks for decades, and it knows the truck buyer well. It also knows overlanding and urban customers. The small pickup truck will need to satisfy all of them.
