There’s a big market for compact trucks; more and more people have a sense of adventure and a desire to go outdoors. More and more people need more utilitarian vehicles. Full-size and mid-size trucks can do the job, but with heftier price tags and more prominent statures, people would prefer an SUV or something like the Ford Maverick now that that’s an available option. It’s clear there’s high demand for the small but mighty truck, and so far, we have yet to see much competition reaching North America. Sure, there’s the Hyundai Santa Cruz, but the numbers show it’s not offering the Maverick much in terms of competition.
Ram has the Rampage in South America, and while there are rumors and speculation that the compact pickup could be coming to North America, we have yet to see any signs or confirmations of that happening, at least not anytime soon. Then there’s Toyota, who has discussed the possibility of creating a Maverick fighter. There’s demand in the space and ample opportunity. Not to mention, Toyota has been losing customers to the Maverick as people trade in their Rav4 small SUVs for the Ford pickup. However, despite having discussed the possibility, nothing has come from those talks, and now the project, if there ever was one, has been put on hold.
Toyota North America CEO Ted Ogawa recently spoke with Automotive News and revealed that while discussions have been conducted with the bosses back in Japan, saying they’re “studying” the area but still “have no plan for that.” Ogawa was open about the opportunities for an electrified powertrain in this space. However, he continued to say that ” the cost of more electrification is high”, and therefore, pricing may not be as low as Toyota would want it. This could create an unnecessary risk for Toyota, should they decide to launch a small truck.
Outside of the USA, Toyota has begun production and delivery of the frugal Hilux Champ, pictured above and below. This no-frills body-on-frame truck leaves the factory floor as a chassis cutaway cab, leaving it up to the customer to finish the truck to their specifications. The benefit of this is that the Toyota Hilux Champ starts at a measly $13,000 USD for a new truck. Imagine that. However, the Hilux Champ would be impossible to sell here, as the EPA, NHTSA, and trade laws would all inhibit its entry.
The Ford Maverick has been going up in price since it first reached the market in 2022. Back then, the MSRP was below $20,000, excluding destination. Today, the entry-level Maverick with the 2.0-liter EcoBoost engine starts at $25,515, including the $1,595 destination charge. If you’re looking to get the hybrid, that’s a more expensive option, bumping the price to $27,015. That’s nearly $10,000 more than it was just two years ago. Despite the price hikes, the Maverick is on track to break its sales record this year. Hopefully, the Maverick will get some competition soon, not just to lighten the strain on Ford but to offer customers even more options within the space, which often comes with even greater features as competition kicks up.
