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

[colinl]

Well, that Toyota Compact Truck, is a dead...

https://fordauthority.com/2026/02/j...hlid=0d34d9ea548d863f5a273c07fc8414aafe74959b



Jerry

“It’s a really intriguing segment for us, but the whole segment right now is 160,000 to 170,000." He added that consumers and dealers should "be patient. When the market’s right, we may have something."

Tacoma set a new annual record last year with 274,638 units. granted, the profit per truck was WAY higher than Ford's profit per Maverick, but still. this statement is ridiculous. it isn't that the market is too small. it's obvious that they cannot compete profitably in the market! the Maverick was unbelievably cheap and after several years Ford has 'corrected' that issue, but it looks to me like no one else is in this market because they can't make money.

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[ScottyC]

“It’s a really intriguing segment for us, but the whole segment right now is 160,000 to 170,000." He added that consumers and dealers should "be patient. When the market’s right, we may have something."

Tacoma set a new annual record last year with 274,638 units. granted, the profit per truck was WAY higher than Ford's profit per Maverick, but still. this statement is ridiculous. it isn't that the market is too small. it's obvious that they cannot compete profitably in the market! the Maverick was unbelievably cheap and after several years Ford has 'corrected' that issue, but it looks to me like no one else is in this market because they can't make money.

It would seem that Toyota wants to protect their Tacoma sales knowing that whatever "compact" Maverick competitor they bring will eat into their sales more than it would for Maverick. Kinda like Ford being protective of F150 sales over Ranger market share.

 

[Darthie]

Sad this was cancelled. Now I will never sell my Maverick

 

[Blue_Max]

“It’s a really intriguing segment for us, but the whole segment right now is 160,000 to 170,000." He added that consumers and dealers should "be patient. When the market’s right, we may have something."

Tacoma set a new annual record last year with 274,638 units. granted, the profit per truck was WAY higher than Ford's profit per Maverick, but still. this statement is ridiculous. it isn't that the market is too small. it's obvious that they cannot compete profitably in the market! the Maverick was unbelievably cheap and after several years Ford has 'corrected' that issue, but it looks to me like no one else is in this market because they can't make money.

Platform sharing (even though the Escape is now gone) had to be a big reason Ford could make the Maverick so affordable. Maybe Toyota doesn't have a suitable platform to share (even though I know they make crossovers).

 

[colinl]

It would seem that Toyota wants to protect their Tacoma sales knowing that whatever "compact" Maverick competitor they bring will eat into their sales more than it would for Maverick. Kinda like Ford being protective of F150 sales over Ranger market share.

this is a possibility as well - I see the thinking, that if Toyota doesn't get new buyers and instead all those people excited about the Taco hybrid just trade down to a Rav4camino, then Toyota cuts their profit per truck significantly.

but that's kind of silly to think that a Rav4-based truck wouldn't go out and take market share from SUVs, the Maverick, and other vehicles just as much or if not moreso than taking Tacoma share.

the ranger isn't that similar to a maverick except bed payload. it tows a lot more and it has a lot more ground clearance in any trim, but especially raptor, and it has a low-range 4x4 transfer case. Toyota would obviously use that same type of segmentation.

 

[710-oil-614]

“It’s a really intriguing segment for us, but the whole segment right now is 160,000 to 170,000." He added that consumers and dealers should "be patient. When the market’s right, we may have something."

Tacoma set a new annual record last year with 274,638 units. granted, the profit per truck was WAY higher than Ford's profit per Maverick, but still. this statement is ridiculous. it isn't that the market is too small. it's obvious that they cannot compete profitably in the market! the Maverick was unbelievably cheap and after several years Ford has 'corrected' that issue, but it looks to me like no one else is in this market because they can't make money.

The market is small because there is only one viable option and Ford is at capacity for the Maverick.

Is Toyota going to sell 200k Stouts in year one and more than double the market? Absolutely not but they could easily expand the compact market to 250k and sell close to or more than 100k year one.

But some of those buyers would have undoubtedly bought a more expensive Tacoma instead of the Scout.

EDIT: and they only sold 150k Tundras last year….better axe that model!

 

[First Sergeant]

“It’s a really intriguing segment for us, but the whole segment right now is 160,000 to 170,000." He added that consumers and dealers should "be patient. When the market’s right, we may have something."

Tacoma set a new annual record last year with 274,638 units. granted, the profit per truck was WAY higher than Ford's profit per Maverick, but still. this statement is ridiculous. it isn't that the market is too small. it's obvious that they cannot compete profitably in the market! the Maverick was unbelievably cheap and after several years Ford has 'corrected' that issue, but it looks to me like no one else is in this market because they can't make money.

Toyota could do like Ford with the old "bait and switch" on the price. Start off basically losing money for a couple years, then raise the price! If it worked for Ford, it can work for Toyota. If you think about it, other than pissing off a few people, it's a good business model that works.

 

[Blue_Max]

Toyota could do like Ford with the old "bait and switch" on the price. Start off basically losing money for a couple years, then raise the price! If it worked for Ford, it can work for Toyota. If you think about it, other than pissing off a few people, it's a good business model that works.

I think the Japanese invented that trick. They even used to devalue the yen to make their products more affordable.

 

[Surly Old Bill]

Toyota should build a pickup that has giant tires, loud exhaust 4 or more wheel drive, and 1000hp in the base engine...for the Merkun market, and call it their entry level pickup.

 

[Surly Old Bill]

Toyota could do like Ford with the old "bait and switch" on the price. Start off basically losing money for a couple years, then raise the price! If it worked for Ford, it can work for Toyota. If you think about it, other than pissing off a few people, it's a good business model that works.

In Ford's case the economy devalued the dollar, and the tariffs jacked up the production cost. FORD isn't going to lower their profit margin, so just jack up the price and make the chumps...I mean costomers...make up the difference.

 

[bsenecal]

I think the Japanese invented that trick. They even used to devalue the yen to make their products more affordable.

Correct, all while we foot the majority of the bill to protect them for the last 70 years.
Brian

 

[HyphyStryke]

Can they just sell us those 5 speed turbo diesels they get in UAE? Take me money

 

[Cherokee]

“ swooping in for the kill “
Roflmao,
That Is FAF

 

[bgn]

Still chuckling at all the "I'll wait for Toyota's version" posts here over the years. Well, the Maverick has been public knowledge for almost 6 years at this point.

Good luck with the wait. Ford has cornered the market and no one can or will compete with them.

 

[hdave]

What do you guys think of this?
Seems like Toyota is officially teasing something, and that something looks like a pickup.

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