'Mystery' Toyota Small Pickup Is A Ford Maverick Rival Priced At $30K – Release Date And What We Know

Toyota is preparing to enter the growing compact pick-up market with a new, as-yet-unnamed small truck designed to compete with the Ford Maverick. The vehicle promises hybrid efficiency, a unibody design, and a starting price of around $30,000 (approximately £23,000). The move reflects Toyota's strategy to appeal to buyers seeking a versatile, affordable pick-up without sacrificing modern features or refinement.

Senior executives have confirmed the pick-up will sit below the Toyota Tacoma in both size and price. It is expected to attract urban drivers and first-time pick-up owners who prioritise practicality, fuel efficiency, and a more city-friendly design than traditional, larger pick-ups.

What Is The Toyota Compact Pick-up?

Toyota's forthcoming small truck will be built on the company's Toyota New Global Architecture (TNGA) platform, the same foundation used for models such as the RAV4. Unlike conventional body-on-frame pick-ups, the vehicle will have a unibody construction, giving it SUV-like handling and comfort. A hybrid powertrain is planned for launch, supporting Toyota's ongoing push for more fuel-efficient vehicles, according to The Japan Times.

Cooper Ericksen, head of planning for Toyota Motor North America, told MotorTrend, 'Decisions have been made. It's not a matter of "if" at this point.' The company anticipates annual sales of between 100,000 and 150,000 units in the US market. While a UK release has not been confirmed, the move signals Toyota's broader ambition to expand its small pick-up offering globally.

How It Compares To The Ford Maverick

In the United States, the Ford Maverick is the benchmark for compact, city-friendly pick-ups. It offers hybrid fuel economy of up to 42 miles per gallon (mpg) and a starting price under $26,000 (around £19,000). Toyota's rival is expected to match or approach the Maverick's towing capacity of up to 4,000 pounds and provide similar practical features, including multi-functional beds and SUV-style ride comfort.

For UK readers, it is worth noting that the Maverick is not currently sold in Britain. Compact pick-ups remain a niche segment compared with larger models such as the Toyota Hilux, Ford Ranger, and Nissan Navara. The new Toyota pick-up could signal potential for future European expansion or attract buyers seeking a smaller, more fuel-efficient truck.

Timeline, Release Date and Market Outlook

As of now, Toyota has not officially confirmed the release of its new small pickup in the UK. The focus has been on the North American market, with a projected launch in the US in autumn 2027. However, Toyota has plans to launch three new electric vehicles in Europe by 2026, which includes a pickup truck . This indicates Toyota's interest in expanding its pickup offerings in Europe, potentially paving the way for the introduction of the new compact pickup in the UK in the future, according to Car and Driver.

Toyota's entry into this segment highlights a shift in consumer preferences towards smaller, versatile, and more environmentally conscious trucks. With hybrid technology, a unibody design, and competitive pricing, the new pick-up is positioned as a serious contender. While a UK launch remains uncertain, the model demonstrates Toyota's global focus on combining capability with modern refinement.