America Loves Small Trucks, But Toyota Drags Its Feet

The call for a Toyota rival to the hit Ford Maverick compact pickup grows louder every day. Everyone from Toyota dealers to loyal customers is pleading for a fun-sized truck to compete with the Maverick’s runaway success. Yet despite the overwhelming demand, Toyota remains tight-lipped on any official plans.

Steve Gates, chairman of the Toyota National Dealer Council, is one of the loudest voices urging Toyota to take on the Maverick. With three Toyota and one Ford dealership, Gates has seen the Maverick mania firsthand.

“The quality small truck is Toyota’s DNA,” said Gates. “We hear stories all the time from people who long for another small Toyota truck. I think the volume opportunity is huge without affecting Tacoma and Tundra sales.” According to Gates, the Maverick sells as fast as every Ford dealer makes them available, with no end to the order backlog in sight. But surprisingly, Maverick sales haven’t even dented demand for Ford’s Ranger or F-150.

Toyota Admits Interest But Stays Quiet

Even Toyota’s North America CEO, Dave Christ, acknowledges the Maverick is squarely in Toyota’s sights. “We’ve obviously watched Maverick closely,” Christ admitted. “Could there be an opportunity there? I’m sure the market exists because Maverick’s done reasonably well.”

With Christ openly stating the demand and potential value of a small pickup, why is Toyota holding back? A compact truck built on the new Corolla Cross platform seems like an obvious win. But so far, Toyota is keeping mum on any official plans.

America Clamors for Small Trucks

The roaring popularity of the Maverick at Ford dealer locations across the country proves compact pickups are making a huge comeback. Ford can’t build them fast enough to satisfy demand. Even the Maverick’s only competition, the Hyundai Santa Cruz, sees strong interest, too.

Although the Santa Cruz can tow more and offers luxury features, it comes at a higher cost. The Maverick provides rugged utility and fuel efficiency at an affordable price. That’s why shoppers are looking for an alternative to the massive, costly pickups that currently fill the market. This combination of usefulness, efficiency, and value in smaller pickup packages has sparked a small truck frenzy.

Toyota Missing Out on Hot Market

From dealers to diehard fans, the masses have spoken. They want a Toyota Maverick fighter. Something to compete against the lineup at the local Ford dealer. Compact pickups represent Toyota’s heritage and a potential sales goldmine. Yet Toyota drags its feet instead of jumping on this opportunity.

Maybe Toyota is playing it extremely close to the vest with secret truck plans. All signs point to Toyota missing out by ignoring the red-hot small truck market. America is begging for another compact pickup legend, but is Toyota listening? The window for Toyota to win big with a Maverick rival grows smaller every day.

The post Toyota Dealers Begging for a Ford Maverick Fighter first appeared on Ride4Watts.com.

The post Toyota Dealers Begging for a Ford Maverick Fighter appeared first on Ride4Watts.com.