Toyota CEO: RAV4-Based Pickup Is An 'Opportunity For Us'

Toyota's CEO also said there is demand for a compact truck from the automaker.

Photo by: Theophilus Chin | Motor1

By: Anthony Alaniz

May 13, at 1:00pm ET

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Toyota’s North America CEO said, ‘RAV4-based pickup is an opportunity for us.’
He also revealed that there is demand for a compact truck.
The automaker has said in the past that it is waiting for the right time to launch a small pickup.

Ever since the Ford Maverick debuted, people have been wondering when Toyota would launch a competitor. It’s been five years, and the Japanese automaker has yet to launch a proper compact pickup, not that it's eager to do so. But when the time comes, Toyota will have something ready, and that something could be a RAV4-based pickup.

In an interview with Automotive News, Toyota North America CEO revealed that there is demand for a compact pickup from the company. He said:

'A RAV4-based pickup is an opportunity for us, and the dealers are waiting. Maybe they say we need today or tomorrow, but it takes time.'

There have been rumors circulating for the last few years that the company is exploring a compact truck. Just a few months ago, the automaker's North American COO, Mark Templin, said consumers should "be patient,” noting that the segment is still quite small.

The Maverick is the segment’s best-seller, with 155,051 sold in 2025, 18.2 percent more than the year before. The Hyundai Santa Cruz, the only other offering in the segment, is being replaced by a larger, more traditional pickup as sales declined.

Early rumors suggested Toyota would build its pickup on the TNGA-C platform that underpins the Corolla, but a RAV4 truck makes a lot more sense. The popular crossover can tow up to 3,500 pounds, almost matching the Maverick’s 4,000-lb max towing capacity. It would also be larger.

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Photo by: Theophilus Chin | Motor1

Motor1’s Take: This is our clearest indication of what a new compact Toyota truck could look like when it arrives. It might not be as rugged or off-road-oriented as enthusiasts want, but this is the type of truck for those who need usable utility without the cost of a full-size truck.