Toyota has announced the development of a new compact pickup with a unibody architecture and hybrid powertrain, slated to hit the market in 2027, aiming to compete directly with the Ford Maverick and Hyundai Santa Cruz. The confirmation came from Cooper Ericksen, head of planning and strategy at Toyota North America, in an interview with specialized media. The new pickup will slot below the Tacoma in the Japanese automaker’s lineup and will utilize the TNGA platform, adapted for efficiency and versatility. Production is set to begin in Brazil, with potential expansion to the United States, where Toyota estimates sales of 100,000 to 150,000 units annually. The project reflects the growing demand for compact pickups that blend urban practicality with cargo capabilities, appealing to consumers seeking affordable and efficient alternatives. Toyota’s strategy aims to capture a share of a booming segment, especially after the Maverick’s success, which revolutionized the market with its competitive pricing and hybrid powertrain.
The decision to develop a compact pickup comes at a time of transformation in the automotive industry, with a push for more efficient and urban-friendly vehicles. The Ford Maverick, launched in 2021, redefined the segment with its unibody construction and hybrid engine, achieving sales of 131,000 units in the US in 2024, an 8.9% increase from the previous year. Toyota, already a leader in the midsize pickup market with the Tacoma, sees the compact segment as an opportunity to expand its presence, offering a vehicle that combines the brand’s reliability with technological innovations. The new pickup will be based on the TNGA-C platform, used in the Corolla, with adaptations to support an advanced hybrid system, possibly inspired by the RAV4 Plug-in Hybrid, which delivers 219 horsepower and up to 40 miles of electric range.
- Key expected features:
- Unibody architecture based on the TNGA-C platform, similar to the Corolla.
- Hybrid powertrain with a plug-in option, targeting up to 40 MPG efficiency.
- Payload and towing capacity close to the Maverick’s 4,000 pounds.
- Design inspired by the 2023 EPU concept, with modern and robust lines.
Toyota’s market strategy
Toyota is investing heavily to ensure its new compact pickup is competitive in price and performance. The estimated price of $30,000 for the hybrid model positions it as a viable alternative to the Ford Maverick, which currently starts at similar prices in the US. The Japanese automaker plans to manufacture the pickup in Brazil, with a $2.2 billion investment by 2030, aiming to initially serve the South American market, where compact pickups like the Fiat Toro and Chevrolet Montana already have a strong presence. Local production could reduce costs and avoid import tariffs, such as the 25% “chicken tax” on light trucks in the US.
Choosing Brazil as the initial production base reflects Toyota’s global strategy of leveraging economies of scale in emerging markets. The Brazilian plant, which already produces the Corolla, will be adapted to manufacture the new pickup, with production set to start in 2027. The decision to prioritize the South American market also considers the region’s limited electric vehicle infrastructure, justifying the focus on a flexible hybrid system capable of running on gasoline or ethanol. For the US, Toyota is exploring local production at facilities like its Mississippi plant, where the Corolla is assembled, to ensure price competitiveness.
Design and EPU concept inspiration
The new pickup’s design will draw heavily from the EPU concept, unveiled in 2023. The prototype showcased modern lines with a robust yet urban-friendly look, featuring a sleek front end and a sculpted C-pillar that adds visual weight to the rear. The pickup will have dimensions close to the Ford Maverick, with an estimated length between 177 and 183 inches, ideal for urban maneuvering. The bed, around 4.5 feet long, will include practical features like tie-down hooks and power outlets, inspired by the Maverick’s FLEXBED system.
Toyota plans to offer a functional interior with elements from the Corolla family, including a clean dashboard, durable materials, and a multimedia system with an 8-inch or larger screen. Technologies such as wireless Apple CarPlay, Android Auto, and the Toyota Safety Sense 3.0 package, with features like adaptive cruise control and lane-keeping assist, will be standard, enhancing the model’s competitiveness.
- Design highlights:
- Lines inspired by the EPU concept, with a robust and modern look.
- Bed with practical features, including tie-down hooks and power outlets.
- Interior with advanced technology, including multimedia and active safety.
- Dimensions optimized for urban use, with superior maneuverability.
Competition in the compact pickup segment
The compact pickup market is expanding rapidly, driven by the success of the Ford Maverick and the presence of the Hyundai Santa Cruz. The Maverick, with its 191-horsepower hybrid powertrain and 37 MPG combined, set a high standard, while the Santa Cruz stands out for its premium design and greater towing capacity. Toyota, however, has the advantage of its reputation for reliability and hybrid technology, which could attract consumers seeking efficiency and durability.
Beyond Ford and Hyundai, other automakers, such as Renault, Nissan, and Volkswagen, are also planning to enter the compact pickup segment in South America. In Brazil, the Fiat Toro and Chevrolet Montana are benchmarks, appealing to consumers seeking versatile vehicles for work and leisure. Toyota bets its new pickup can capture a significant share of this market, especially with the promise of fuel efficiency and competitive pricing.
Hybrid technology as a differentiator
The hybrid powertrain will be a cornerstone of Toyota’s new pickup. The automaker plans to use a system similar to the RAV4 Plug-in Hybrid, featuring a 2.5-liter engine paired with electric motors, delivering around 219 horsepower and up to 46 miles of electric range. A flexible hybrid option capable of running on ethanol is a strategic move for markets like Brazil, where biofuel is widely used. The estimated efficiency of 40 MPG combined puts the model on par with the Maverick, but with the advantage of optional all-wheel drive, which Ford only introduced in 2025.
- Hybrid system advantages:
- Fuel efficiency with up to 40 MPG combined.
- Plug-in option with an electric range of about 46 miles.
- Technological updates for enhanced efficiency and performance.
- Optional all-wheel drive, ideal for varied terrains.
Expectations for the North American market
While initial production is planned for Brazil, Toyota has signaled interest in bringing the pickup to the United States, where demand for compact, efficient vehicles is growing rapidly. The estimated sales of 100,000 to 150,000 units annually reflect the market’s potential, particularly among urban and younger consumers seeking alternatives to traditional SUVs. The Maverick, for instance, attracted 60% of its buyers from other brands, including Toyota, with the RAV4 being the second most traded-in vehicle for a Maverick.
To succeed in the US, Toyota will need to address challenges like price alignment and localized production. The “chicken tax” makes local manufacturing essential, and the Mississippi plant is a likely candidate. Additionally, Toyota will need to balance costs to keep the starting price around $30,000, especially for the plug-in hybrid model, which may cost slightly more due to its advanced technology.
Possible names and brand legacy
While the pickup’s name has not yet been finalized, speculation points to the revival of historic names like Stout, used for a Toyota compact pickup from 1954 to 2000, or even Hilux, though it’s more associated with midsize models. Another possibility is a new name, such as Taquito, playfully suggested by automotive journalists. The name choice will be critical to connect the vehicle to Toyota’s pickup heritage, reinforcing its identity as a reliable and accessible option.
- Names under consideration:
- Stout, referencing Toyota’s historic compact pickup.
- Hilux, tied to the brand’s robust models.
- Taquito, a creative proposal for the younger market.
- A new name aligned with the model’s modern identity.
Toyota’s new compact pickup represents a strategic bet on a growing segment, combining technological innovation, functional design, and competitive pricing. With production planned for 2027, the Japanese automaker has time to refine the project, ensuring it meets the expectations of urban and adventure-seeking consumers. The rivalry with the Ford Maverick promises to heat up the market, bringing benefits to buyers in terms of options and innovations.
