In recent years, the demand for smaller, more affordable pickup trucks has been growing in the U.S. In response to this shift, Toyota has been quietly preparing a new model to slot under the popular Toyota Tacoma. While Ford launched its successful Maverick compact pickup in 2021, Toyota’s product planning team had already been working behind the scenes to develop a similar vehicle. According to Cooper Ericksen, head of planning and strategy for Toyota Motor North America, "It’s not a matter of ‘if,’ but ‘when.’" The Japanese automaker has already made its decision, and now, it’s just a matter of finding the right timing to bring the truck to market.
A History of Compact Trucks at Toyota
Toyota has a history with small, affordable trucks, and it’s no stranger to the idea of a compact pickup. The predecessor to the current Tacoma was, in fact, a true compact truck, as seen in its earlier models. For years, Toyota has been studying the potential of a smaller pickup, and Ericksen humorously suggests that he might need to slap a bumper sticker on his Tundra that reads, “Compact pickup or bust.” Toyota has done its homework and is committed to making this truck happen. The question remains—when?
Plans Are in Place, but Challenges Remain
The good news is that Toyota’s compact pickup is all but confirmed. According to Ericksen, the decisions have been made. The platform and powertrain for the truck are nearly finalized, and the vehicle will feature unibody construction—a hallmark of Toyota's modern lineup. It will use Toyota’s TNGA (Toyota New Global Architecture) platform, which underpins many of Toyota’s models, and is expected to include Toyota’s hybrid powertrain system. This small pickup will maintain the same rugged reputation that Toyota's larger trucks, like the body-on-frame Tacoma and the full-size Tundra, are known for.
Toyota’s market research indicates a solid potential for this vehicle, estimating that they could sell between 100,000 and 150,000 units annually in the U.S. alone. This would allow the automaker to tap into the growing demand for an affordable, entry-level truck.
However, there’s a catch: Toyota customers will have to wait a bit longer. Due to the current strain on Toyota’s engineering resources—thanks to 24 new or updated models slated for release—the compact pickup is facing delays. As Ericksen explains, “With most new models being offered as hybrids, plug-in hybrids, and more battery electric vehicles, finding the necessary engineering resources for a project like this is a real challenge.”
Toyota is juggling multiple projects, all involving different powertrain systems, and while the compact truck is a priority, it’s still in the queue. Ericksen adds, “We’ve been studying it for a long time and are positive we have a clear path forward. The issue is finding the right time to slot it in.” The team is trying to balance their development timeline while remaining committed to their broader EV strategy.
A Deliberate Approach
As Toyota navigates the complexities of modern vehicle production, they’ve had the advantage of seeing what works—and what doesn’t—in the compact pickup market. Ericksen acknowledges that, by being a bit late to the game, Toyota can learn from its competitors. Ford's Maverick has been a success, but Toyota intends to create something unique, a true Toyota truck that aligns with the brand’s values of durability and functionality.
“When we do this, it’s going to be a Toyota truck,” says Ericksen. “It needs to have certain capabilities, attributes, and functionality. It needs to be a workhorse.” Toyota is aware that the competition has already set high standards, but they’re confident they can deliver a product that lives up to the brand's reputation for toughness.
One of Toyota’s key considerations is affordability. Ericksen notes that the rising cost of full-size and midsize trucks has been a significant concern in the industry. For many buyers, trucks like the Tacoma TRD Pro, which start at over $60,000, offer more off-road capability than they actually need. Toyota wants to create a more affordable truck—one that strikes a balance between price, capability, and fuel economy.
Affordability as the Key to Success
The compact pickup will be designed with consumers in mind, offering an SUV-like experience while maintaining the bed size and functionality that makes pickups so appealing. The goal is a lighter, more fuel-efficient vehicle that won’t break the bank. By offering a hybrid powertrain, Toyota aims to provide excellent fuel economy without sacrificing performance.
“There are a lot of buyers who don’t need all the off-road capability that comes with a truck like the Tacoma TRD Pro,” Ericksen points out. “Those trucks are heavier, less fuel-efficient, and ultimately more expensive. We want to build a truck that’s a better compromise for the majority of consumers.”
It’s clear that Toyota’s goal is to make this compact pickup work for the average consumer—someone who needs the utility of a truck without all the extras that drive up the price. This approach could make the vehicle more accessible, as the industry has seen a rise in demand for smaller, more practical trucks.
Patience Is Key
Despite the excitement surrounding Toyota’s forthcoming compact pickup, it’s likely that the public will have to wait another year or more before seeing a prototype or concept vehicle. Ericksen is hopeful that we will see something soon, but acknowledges that the timeline is uncertain. “There are a lot of moving pieces,” he says.
Given the many factors at play—ranging from supply chain issues to evolving industry trends—Toyota has yet to finalize the timeline for the truck’s release. Ericksen’s team is carefully considering the best timing for the vehicle’s debut, while remaining mindful of the other projects currently in development.
The Industry’s Evolving Landscape
Toyota isn’t alone in grappling with the challenges of introducing new vehicles in an ever-changing automotive landscape. While Ford was able to get the Maverick to market quickly, Hyundai’s Santa Cruz took a bit longer to develop, and the long-anticipated successor to the Dodge Dakota has yet to materialize. It’s not uncommon for projects in this segment to have a lengthy development cycle, and Toyota’s careful, measured approach is not out of the ordinary.
Still, Toyota remains committed to the idea of a smaller, more affordable pickup. Ericksen remains confident that when the time is right, the new truck will hit the market and resonate with American consumers who are looking for a practical, versatile vehicle at a reasonable price point.
A New Chapter for Toyota’s Truck Lineup
When the compact pickup finally makes its debut, it will likely be seen as a major step forward for Toyota. Not only will it round out the automaker’s truck lineup, but it could also reshape the way American consumers view small trucks. In a market dominated by ever-larger vehicles, the introduction of a more affordable, fuel-efficient option could be a game-changer.
As Toyota continues to refine its plans and evaluate its options, one thing is clear: the compact pickup is coming. And when it does, it will be a true Toyota truck—designed with the same care and attention to detail that have made the brand a favorite among truck enthusiasts for decades.
In the end, the success of this compact pickup could hinge on a perfect balance of affordability, capability, and fuel efficiency—something that Toyota is already working hard to deliver. As the market evolves, Toyota’s timely and thoughtful entry into the compact pickup segment could set new standards for the industry as a whole.