Toyota Urges Patience as It Holds Off on Compact Truck to Compete with Ford Maverick
- Toyota currently has no immediate plans to produce a compact pickup.
- North America COO Mark Templin states, 'We’ll act when the market conditions are favorable.'
- The compact truck category remains niche, with the Ford Maverick leading sales.
Toyota is not rushing into developing a compact pickup truck to challenge the Ford Maverick just yet. Mark Templin, Toyota’s Chief Operating Officer for North America, encouraged customers and enthusiasts to "be patient" regarding any potential new model in this segment.
Addressing the audience at the JD Power Auto Summit during the recent NADA event, Templin told Automotive News that Toyota will consider entering the compact truck market only when the timing and demand align properly. He highlighted that sales in this segment hover around 160,000 to 170,000 units annually, indicating a relatively small market size.
This stance is consistent with previous remarks from Toyota executives. Earlier in 2024, Toyota North America CEO Ted Ogawa mentioned the company was "examining the segment," but expressed concerns about keeping pricing accessible. In May 2025, Templin reiterated Toyota’s cautious approach, noting they were "evaluating the possibility" of a compact truck.
The Ford Maverick remains the dominant player in the category, with Ford selling around 155,000 units last year. Hyundai’s Santa Cruz also competes in this space, but due to underwhelming sales — just over 25,000 units in 2025 — Hyundai is planning to cease production earlier than expected.
Meanwhile, Ram has shown interest in introducing a smaller pickup to the U.S. market. However, CEO Tim Kuniskis emphasized that Ram’s immediate priority is to launch its mid-size Dakota model before considering a compact truck.
Despite the Ford Maverick's success, the compact pickup market is still relatively modest. Toyota’s hesitation to jump in is understandable, especially given Hyundai’s early Santa Cruz exit. Developing a new vehicle for the American market requires substantial investment, and there’s no clear indication that a compact truck would generate enough returns for Toyota at this time.
