Toyota’s $30K Small Pickup to Rival Ford Maverick and Hyundai Santa Cruz by 2027

Toyota is officially joining the booming compact truck segment with a brand-new, smaller pickup truck aimed directly at the Ford Maverick and Hyundai Santa Cruz. Confirmed by Cooper Ericksen, Toyota North America’s head of planning and strategy, the company is preparing to launch an entry-level unibody pickup expected to hit U.S. dealerships by Fall 2027. With rising consumer interest in affordable, fuel-efficient trucks, Toyota is making a calculated move to expand its already extensive truck portfolio.

This yet-to-be-named compact pickup will be built on the brand’s TNGA platform—shared with the RAV4 and other compact SUVs—offering a smoother, more car-like driving experience than traditional body-on-frame models. Toyota is expected to deliver a hybrid powertrain out of the gate, making this new truck a serious contender to the Ford Maverick’s wildly popular hybrid trim.

What Makes Toyota’s New Pickup a True Ford Maverick Rival?

Toyota’s small pickup will slot beneath the Tacoma in both size and price, with an estimated starting cost of around $30,000. This positions it to directly compete with the Ford Maverick and Hyundai Santa Cruz in the compact pickup market. Unlike the rugged Tacoma, this upcoming model will prioritize comfort, utility, and fuel efficiency—core values already proven successful by its future rivals.

Sources familiar with Toyota’s plan say the new truck will have towing capabilities in the range of 2,000 to 4,000 pounds, putting it on par with the Maverick’s hybrid and EcoBoost models. Expect practical features like a multi-functional truck bed, smart tie-down systems, under-seat storage, and more SUV-like ride comfort.

This isn’t Toyota’s first foray into smaller trucks. Veteran truck enthusiasts will recall past models like the Hilux, Stout, and T-100. While the official name of this new model remains under wraps, these legacy names are already fueling speculation. Some fans are even jokingly hoping for fun monikers like “Taquito.” Regardless of the name, Toyota’s heritage and reputation for reliability will likely play a major role in marketing the new pickup.

Why Toyota’s Entry in the Compact Truck Segment Is Timely

The compact truck market has seen explosive growth since 2021, thanks to the successful launches of the Hyundai Santa Cruz and Ford Maverick. With buyers increasingly prioritizing versatility and fuel efficiency over raw power, these smaller trucks have filled a niche between sedans and full-size pickups.

Toyota, having watched from the sidelines, estimates it could sell between 100,000 and 150,000 units annually of this new pickup in the U.S. alone. Given the brand’s experience with hybrid technology and strong track record in truck manufacturing, it’s positioned to shake up the compact pickup space just as demand peaks.

The decision to wait until 2027 may seem delayed, but Toyota’s approach is strategic. By entering the market when it is more mature, Toyota has time to refine the design, leverage customer insights from rival products, and deliver a polished vehicle that meets both urban and overlanding demands.

What to Expect From Toyota’s Compact Truck Design and Features

Though full specs are not yet revealed, insiders expect the truck’s aesthetics to echo the styling of a shrunken Tacoma—rugged, modern, and adventure-ready. Powertrain options will likely start with a hybrid, but there could be other variants depending on regional emissions and efficiency goals.

The unibody platform will mean a more car-like ride, easier urban maneuverability, and greater crossover appeal. Think of this new Toyota as a mix between a rugged utility truck and a city-friendly SUV with a bed. That’s a combination that already resonates with thousands of Maverick and Santa Cruz buyers.

Toyota’s commitment to overlanding and outdoor adventure remains strong, and the upcoming truck will likely reflect that, offering features tailored to both everyday utility and weekend exploration.

Toyota is not reinventing the wheel—it’s fine-tuning it for a generation that wants utility without the bulk, power without the gas-guzzling, and affordability without compromise.

For your information:

What will Toyota’s new small pickup be called?
Toyota hasn’t confirmed the name, but legacy names like Hilux, Stout, and T-100 are being speculated. A new name could also be introduced to mark this new era of compact pickups.

How much will Toyota’s compact truck cost?
The estimated starting price is around $30,000, positioning it competitively with the Ford Maverick and Hyundai Santa Cruz.

When will Toyota’s compact truck be released?
Toyota plans to release the new small pickup by Fall 2027 in the U.S. market.

Will Toyota’s new truck be hybrid?
Yes, a hybrid powertrain is expected to be standard at launch, capitalizing on Toyota’s expertise in hybrid systems.

How does Toyota’s truck compare to the Ford Maverick?
Toyota is aiming for similar towing capacity (2,000–4,000 lbs) and versatility, while offering Toyota’s renowned reliability and hybrid efficiency.