by Toyota engineer admits appeal of RAV4-based pickup
Toyota’s chief engineer called the idea of creating a pickup based on the RAV4 model quite attractive. Executives note that American dealers are already actively requesting a compact cargo vehicle. Such an SUV with a unibody chassis could become a direct competitor to the popular Ford Maverick.
Toyota has been building one of the world’s most popular midsize pickups, the Hilux, for decades. Building on this success, the company already has a smaller cargo vehicle based on the Corolla Cross, intended for the South American market. Now, management is considering the possibility of creating a pickup on the RAV4 platform to compete with the Ford Maverick.
Also: New Toyota pickup based on Corolla Cross just unveiled
The new RAV4 was recently introduced in Australia. The chief engineer of this SUV, Yoshinori Futanagane, acknowledged that the idea of a unibody pickup, like the Maverick or even the Hyundai Santa Cruz, generates genuine interest. However, he refrained from confirming whether Toyota is actively developing such a model.
Illustrations by Theottle
“I admit you are absolutely right,” he told Australian publication Drive. “The unibody pickup market is quite attractive. There are no official plans or anything related to the development of such a pickup. But deep in our hearts, we all think: wouldn’t that be fun?”
Read: Maverick, watch out — Toyota might launch a RAV4-based pickup
This is not the first time Toyota has shown interest in a RAV4-based pickup. Last month, Toyota North America CEO Tetsuo Ogawa stated that demand for such a vehicle already exists and awaits fulfillment.
“Regarding a compact pickup? Absolutely, we have that demand,” he said. “A RAV4-based pickup is an opportunity for us, and the dealers are waiting. Maybe they say it’s needed today or tomorrow, but it takes time.”
Can Toyota make it successful?
Of course, there are no guarantees that a new small Toyota pickup will be successful. For example, the Hyundai Santa Cruz, built on the Tucson base, has never been particularly popular in the US. According to recent reports, its production may be discontinued earlier than planned.
At the same time, Toyota has a much stronger reputation in America than Hyundai, especially regarding reliability. Additionally, the Tacoma and Tundra have established themselves as excellent pickups. Therefore, interest in a smaller unibody pickup from Toyota is likely to be higher than in a similar model from Hyundai.
It is worth noting that the compact unibody pickup market is currently experiencing a revival thanks to the success of the Ford Maverick. If Toyota decides to release such a model, it can offer buyers time-tested reliability and an extensive dealer network. However, the company will have to act quickly, as competitors like Ford and Hyundai have already carved out their niches. Moreover, price will be an important factor: to be competitive, the new pickup must be more affordable than older Tacoma models, yet offer enough functionality for work and leisure.
