Toyota is gearing up to shake up the compact pickup market with a brand-new small truck that will directly rival the popular Ford Maverick and Hyundai Santa Cruz. Slated for release in fall 2027 as a 2028 model, the yet-to-be-named pickup is expected to be Toyota’s first serious entry into the fast-growing compact truck segment.
A Strategic Move Into the Compact Truck Market
For decades, Toyota has dominated the midsize and full-size pickup space with models like the Tacoma and Tundra. However, the Japanese automaker has been absent from the compact truck arena—a gap that Ford quickly capitalized on with the Maverick’s immense success.
According to Cooper Ericksen, Toyota Motor North America’s head of planning and strategy, the decision to launch a smaller pickup has already been made. “It’s not a matter of if at this point,” Ericksen explained, confirming that Toyota sees massive potential in this segment.
With the Ford Maverick selling in record numbers, Toyota estimates it could move 100,000–150,000 small trucks per year in the U.S. alone. The increasing demand for affordable, fuel-efficient, and versatile pickups makes this move a natural step for Toyota.
Platform, Powertrain, and Design
The upcoming Toyota small pickup will use a unibody construction based on the brand’s TNGA platform, which also underpins popular models like the RAV4. This architecture will allow Toyota to keep the truck lightweight, more fuel-efficient, and comfortable—qualities that have made the Maverick a standout in the market.
A hybrid powertrain is already confirmed, positioning the truck as a direct competitor to the Ford Maverick Hybrid, which has been a major selling point for Ford. Toyota has yet to confirm towing and payload specs, but industry insiders expect the compact Toyota to match or exceed the Maverick’s 4,000-pound towing capacity.
From a design perspective, buyers can expect a downsized version of the Tacoma’s rugged styling, complete with functional cargo space, multiple tie-down points, and bed hooks. The truck will likely appeal to urban drivers, outdoor adventurers, and budget-conscious families alike.
Price and Release Date
Affordability will be one of Toyota’s strongest selling points. The truck is expected to start at around $30,000, putting it in direct competition with the Ford Maverick and slightly above Hyundai’s Santa Cruz.
Toyota has set a tentative launch window for fall 2027, meaning buyers will have to wait a couple of years before the small pickup officially hits dealerships. This timeline gives Ford and Hyundai some breathing room, but Toyota’s global reputation for reliability and strong resale value could quickly turn the market upside down once the truck arrives.
Why This Truck Matters
The compact pickup market is one of the most exciting automotive segments in the U.S. right now. Consumers are increasingly seeking vehicles that balance utility, efficiency, and affordability—qualities perfectly embodied by the Ford Maverick.
Toyota’s decision to jump into this space signals just how important small pickups have become. While the Maverick remains the current benchmark, Toyota’s extensive truck-building heritage, coupled with its hybrid expertise, could create a serious contender that reshapes buyer expectations.
Possible names for the new truck are still under wraps, though enthusiasts have speculated about a return of classics like the Stout, Hilux, or even T-100. Regardless of what it’s called, Toyota’s compact pickup is already one of the most anticipated new vehicles of the decade.
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