Toyota is Working on a Ford Maverick Killer | What to Know
The compact-pickup segment is heating up, and the Ford Maverick has long held the low-cost, high-utility crown. Now, Toyota is clearly stepping into the ring with a fresh contender: the much-rumoured “new Toyota pickup truck” aimed directly at the Maverick’s territory. Here’s what you should know.
Why the Ford Maverick Changed the Game
The Ford Maverick might look modest, but it shook up the pickup world: its entry-level pricing, hybrid option, and compact size resonated with buyers who weren’t willing to commit to full-sized trucks. According to Accio, the Maverick is reported to have sold about 98,078 units in 2025, an 8.9 % year-over-year increase. By dominating a space largely neglected by others, the Maverick set a benchmark: affordable, useful, city-friendly, yet rugged enough for light hauling and outdoor fun. One analysis estimated it could crack 150,000 units by the end of 2025. Because of this success, rivals can no longer ignore the compact-pickup segment.Toyota’s Move Into the Compact Pickup Segment
Toyota isn’t just going to watch. Reports indicate Toyota is developing an all-new compact pickup truck, the new Toyota pickup truck, expected around the 2027 model year. This truck will slot below the current Toyota Tacoma midsize in their lineup, giving Toyota a presence in the compact-pickup arena the Maverick now rules. Given the Maverick’s lead, Toyota clearly sees an opportunity, a chance to get the “new Toyota pickup truck” into this growing niche before it becomes overcrowded.Expected Features and Performance
What might Toyota bring? While official specs are still under wraps, several educated guesses can be made based on industry reports:- A hybrid powertrain is likely; Toyota has emphasized hybrid technology for smaller vehicles, and their compact truck report suggested such a powertrain.
- A unibody construction (rather than traditional body-on-frame) is being discussed, which would emphasise efficiency, lower weight, and a car-like ride rather than heavy-duty hauling.
- Fuel efficiency will be a selling point, especially if Toyota leverages its hybrid expertise.
- Good everyday usability: city manoeuvrability, a usable bed plus cabin for passengers, and enough capability for light hauling , enough to match what the Maverick has done.
- In terms of performance, it will likely aim for respectable towing/payload for the class while keeping cost and efficiency in focus.
Design and Platform
Based on the clues:- The platform is expected to be Toyota’s newer, smaller-truck architecture (under the Tacoma) rather than a full-sized frame. Reports mention the use of Toyota’s TNGA (Toyota New Global Architecture) derivative platform.
- Styling will likely lean the “modern Toyota truck” route: aggressive lines, big wheels, but scaled for urban/sub-urban use rather than full off-road extremity. A preview sketch considered by Autoblog suggests a compact footprint with an upright stance.
- Interior will probably follow Toyota’s current cockpit with good infotainment, driver assists, and quality finish, to compete at a higher perceived value.
Pricing and Target Market
The precedent set by the Maverick gives Toyota a benchmark. Maverick's base pricing hovers around the $28,000 mark in the U.S. for the most affordable version. Toyota will likely target a similar range (or slightly above) for the “new Toyota pickup truck” — perhaps starting in the low-$30,000s so they maintain margin while offering enough value. Target market: younger buyers, first-time truck owners, urban/suburban dwellers who want utility but don’t need a full-sized behemoth. Also, small business / light-commercial users who appreciate the Toyota reliability brand. If Toyota plays it correctly, it’ll undercut larger trucks while offering Toyota brand equity and durability.How it Stacks Up against the Competition
Ford Maverick
The incumbent. The Ford Maverick has already defined the class: solid value proposition, hybrid option, and everyday practicality. Any new Toyota entrant must beat or at least match its combination of price, efficiency, utility, and brand trust.Hyundai Santa Cruz
Another strong rival. While smaller in volume than Maverick, it has style, car-like driving dynamics, and higher towing/payload than many expect. The new Toyota pickup will need to offer either better efficiency, better reliability, or stronger resale value to stand out.Potential competitors from Chevy, Nissan, or Honda
Looking ahead, the compact-pickup field may widen:- Chevrolet could introduce a smaller version of the Colorado or a crossover-truck hybrid.
- Nissan may develop a compact pickup under its global Navara platform or something derived.
- Honda has long invoked rumours of a small utility truck (recall the Ridgeline hex), so a compact pickup could emerge under Honda.
- That means Toyota must launch with enough differentiation to avoid being “just another small pickup”.
What Toyota Needs To Do To Stand Out
Leverage brand reliability: Toyota must emphasise durability, high resale value, proven hybrid systems, and low maintenance.- Hybrid or efficient powertrain: If Toyota can match or exceed the Maverick’s hybrid efficiency, it gains a strong advantage.
- Competitive pricing + value: Price must hit the sweet spot. Too high, and buyers may just buy the Maverick or Santa Cruz.
- Unique styling/brand design: Help buyers feel they are getting a “real Toyota truck”, not a trimmed-down version.
- Utility and versatility: Bed size, towing/payload, cabin comfort — all must feel credible. If Toyota sacrifices utility to save costs, it’ll lose credibility.
- After-sales, network, support: Toyota’s widespread service network and strong parts availability globally are a plus. They should ensure the new truck has that edge.
- Global adaptability: Since Toyota markets globally, offering variants for different markets might widen its reach beyond the U.S./Canada.
