It's official. Toyota is swooping in for the kill.

[Waterick]

Two years is a long time, the market can and will change, at least somewhat. There could be more demand for smaller truck options or cheap gas will continue demand for the larger ones. I don't think Toyota will be killing it in this segment as there hopefully will be many options by then and that will benefit us all. I still see the hybrid as the logical option over a full EV for a one car household for the foreseeable future.

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[Derwood]

It's still a bit speculative but Toyota's North American head of planning and strategy confirmed that they are going to make a compact pickup to finally compete with the Ford Maverick and Hyundai Santa Cruz.

https://www.motortrend.com/news/2028-toyota-small-pickup-what-we-know-future-cars

The base model better be less than a Maverick XL and to address someone's comment about the Santa Cruz, it needs to look like a TRUCK. Not a mini El Camino. Lol

 

[colinl]

If they don't match price and Hybrid, it's not going to make a huge difference in my opinion.

you're right about needing a hybrid to compete, but wrong about cost. Toyota, especially for hybrids, can command a higher price than Ford for a vehicle that on paper is the same or even less performant. the '24+ Ranger, for an easy example, gives up nothing to the Tacoma and beats it in several key areas, but it's being significantly outsold by the '25 Tacoma. even though the Ranger Raptor is way more powerful and better in any meaningful stat, the Tacoma has been selling more in the 55k midsize truck market, which I find baffling.

anyway - how much more can Toyota charge is the question. a lot of Maverick owners are very frugal, yes, but they a lot of them actually do have the money and would spend a bit more of it if they perceived a difference in value, quality, etc.

 

[Edge Haley]

The Maverick has/had one big edge over the other players and that is price....My neighbor has 12 XL Hybrid Mavericks in his plumbing service call business. Don't have any scientific data but I know the majority of the Mavericks I see on the road were bought for service calls, cheap mid $20k to $25K white XL Hybrids with barebone options and company signage on the doors...every elementary and high school in my county has a Maverick Hybrid XL in their parking lot for school maintenance projects.

Santa Fe did not do well against the Maverick because they are too far above the price target of consumers and no hybrid. It will be hard for Toyota to compete if they cannot offer a low in price range. I paid $24,500 for a fully loaded 2022 Hybrid XLT and would not have paid $35-45K for a new Maverick.

 

[bsenecal]

It's still a bit speculative but Toyota's North American head of planning and strategy confirmed that they are going to make a compact pickup to finally compete with the Ford Maverick and Hyundai Santa Cruz.

https://www.motortrend.com/news/2028-toyota-small-pickup-what-we-know-future-cars

They are late to the party and if these small trucks are like the Tacoma, with seats on the floor etc there won’t be much competition in 2 plus years when the 1st one shows up.
Brian

 

[colinl]

My neighbor has 12 XL Hybrid Mavericks in his plumbing service call business. Don't have any scientific data but I know the majority of the Mavericks I see on the road were bought for service calls, cheap mid $20k to $25K white XL Hybrids with barebone options and company signage on the doors...

the maverick hybrid is perfect for service trades that don't need too much space for tools & equipment, or heavy hauling.

there was a guy here on MTC who had a pool service biz, I think in Florida. said that he switched from 6 ridgelines to 6 maverick hybrids and saved 200k in the first year. 0.o

 

[Propane Burning Man]

It will probably be hybrid only. Toyotas #1 selling auto, The RAV4, is hybrid only now for MY 2026. I have been hearing about a Maverick killer for about 2 years now. It's lonely at the top.

 

[kevink]

Agree 100%

Offering ACC across all trims is a huge selling point.
I don't want fake leather seats and if I really need heated seats, I can add them. I had to spend a full weekend of work to add ACC to my Mav XL and would have paid up to $2k for it as an option. $8-10k increase for a Lariat w/ ACC - no thanks.

I've been happy with my cloth seats so far in My Maverick. The first cloth seats for me since I sold my Taurus in 2003. After seeing the wear in my previous leather seats cloth probably is cheaper to repair if necessary.

Unless something happens, or I am REALLY unhappy with my Maverick at some point, it is too late for me. Or I really really decide that ACC is enough of a feature to trade in a 3 year old Maverick for

 

[kevink]

First of all the Santa Cruz does not compete with the Maverick at all. Gas Mileage and Bed size are non-starter. It not a truck bed its a rear trunk with a tonneau cover on it. If the new Toyota Mid Size Truck does not get the comparable gas mileage as with the Ford Maverick Hybrid it it also a non-starter. There are plenty off Midsize Pickup trucks (Colorado, Frontier, Ranger)on the market that get shitty gas mileage.

The mileage and the too compromised bed were a down factor for me. I'm already compromising with the Maverick bed

I also didn't like it that it doesn't come with a hitch from the factory. With the issue I had in a previous vehicle and an aftermarket hitch, I wasn't going to do that again.

 

[MetalThunder]

I encourage the competition - after all we the customer win when there are choices

Cheers

 

[Edge Haley]

They are late to the party and if these small trucks are like the Tacoma, with seats on the floor etc there won’t be much competition in 2 plus years when the 1st one shows up.
Brian

Rented a Tacoma with seats in the floor....returned it the next day and discovered I'd never own a vehicle with the seats on the floor....really hard on the legs.

 

[MavHarbin]

I've been happy with my cloth seats so far in My Maverick. The first cloth seats for me since I sold my Taurus in 2003. After seeing the wear in my previous leather seats cloth probably is cheaper to repair if necessary.

Unless something happens, or I am REALLY unhappy with my Maverick at some point, it is too late for me. Or I really really decide that ACC is enough of a feature to trade in a 3 year old Maverick for

ACC is a must have. Whoever got ACC with lowest MSRP will get my money.

 

[zen_]

Shame on Toyota for abandoning the warlord market.

It's an increasingly under-served market for sure.

 

[James K]

It's still a bit speculative but Toyota's North American head of planning and strategy confirmed that they are going to make a compact pickup to finally compete with the Ford Maverick and Hyundai Santa Cruz.

https://www.motortrend.com/news/2028-toyota-small-pickup-what-we-know-future-cars

Toyota may not have a reputation by then. Their quality isn't what it was.

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