The American pickup truck market is being pushed by Toyota’s aggressive new approach to battle long-time favorites from Ford and Chevrolet. Whether you are after a stripped-down tool with the Toyota IMV 0 (Hilux Champ) or a rugged off-road capable Toyota Tacoma TRD Off-Road, Toyota has a product to satisfy any budget or driving lifestyle. And the soon-to-be revealed Toyota truck’s hybrid powertrain and light-duty chassis (think full-sized sedan towing capacity of up to 4,000 pounds) has the potential to take the Toyota truck strategy to new heights. Ford Maverick, Ranger Raptor, Chevrolet Colorado ZR2 Bison, Hyundai Santa Cruz all show that the market now includes anything from the daily city commute to true off-road racing.
The competition is still full-sized: The Chevrolet Silverado 1500, for 2027, offers the most vehicle choices, powertrains, digital screens and Super Cruise driver assistance for tow. But each is one wagon and one mentality One by which your workingman grades pickups by their value, one by efficiency, one by their trailering capabilities, one by their cargo space and versatility, and one by their high-end equipment. It will be up to Toyota to get its practical way of building a vehicle to resonate with American truck buyers, a new puzzle that will be particularly key as people shopped the new compact pickup one day-leaving the next for off-road adventures. Comparing these eight is a primer on strength and weaknesses, as well as a tease of opportunity.
1. Toyota IMV 0 (Hilux Champ)
Toyota IMV 0, or Toyota Hilux Champ Toyota IMV 0, also known as HILUX CHAMP, has a simple look. Developed in Thailand and shown at the Japan Mobility Show, the platform is the same one that’s supported the Hilux since 2004. Its simplification with 4 wheels, a cargo bed, and a 2-door cab makes buyers instead able to prioritize use of vehicle features. The bed, cab back, and roof come pre-drilled for accessories, while the bumper and front fenders are three pieces bolted on to easily replace. The entry level model is a 2.0-liter 1TR-FE gasoline 4-cylinder engine, 137hp 5-speed manual transmission, and rear-wheel drive. Since the cabin is stripped of all unnecessary features, there are no power windows, no standard screen, no tachometer for the engine. Selling in Thailand for about US$10,000, it’s planned for Mexico but not the US because of import tariffs and safety features.
What Makes the Hilux Champ Different:
- Minimalist two-door pickup design
- Flatbed supports practical customization options
- 137-horsepower gasoline engine
- Five-speed manual transmission
- U.S. launch faces cost barriers
The IMV 0 shows the way Toyota expects customers to view the vehicle. Instead of frills and luxuries, the new truck will feature a baseline platform to allow owners to customize to their needs. Pre-drilled mounting points facilitate adding a dogbox or other accessories, and the bolted-on exterior parts will allow for easy service. All of that means this newcomer may be the answer for buyers considering a light-duty pickup, but one that does not need to be geared toward luxury. The mechanical package is similarly simple the I4 uses a five-speed manual to transmit 137 horsepower to the rear wheels. While it is expected to be on sale in several markets, it will not be available in the US, thanks in part to import tariffs and regulatory requirements for required safety features. The Hilux Champ, then, offers a step up from higher-priced trucks even if it will not be available here.
2. Toyota Tacoma TRD Off-Road
The all-new Toyota Tacoma TRD Off-Road leans on new cabin features but incorporates the tough Tacoma platform and retained resale value. Toyota has created a much-improved truck that addresses player complaints of old with a new seating position, an improved forward view, and a new dash with a large touchscreen. The midsize pickup remains compact for a two-row truck with the ability to fit in most suburban garages. With a starting price around $43,500, it remains an important model for those who want a sensible truck and even more off-road-focused. Power is delivered by a 2.4-liter turbocharged four-cylinder engine (278 horsepower and 317 pound-feet of torque), paired with an eight-speed automatic transmission. Multi-Terrain Select offers a custom driving experience, while a camera system is helpful for technical driving. Those who want a more competitive truck can consider higher-end trims, but the TRD Pro is close to $66,000.
Tacoma’s Strengths at a Glance:
- Improved seating and outward visibility
- 278-horsepower turbocharged four-cylinder engine
- Eight-speed automatic transmission
- Multi-Terrain Select supports off-roading
- TRD Pro reaches around $66,000
The Tacoma TRD Off-Road is aimed at those who want everyday functionality with trail capability. The raised seating position and increased outward visibility make the experience more enjoyable, while the additional space under the center high-mount rear brake light opens up the cabin design. The big center display adds to the modern look of the interior while its size keeps it practical for suburban owners who need a pickup to sit in a regular garage. Powertrain makes the truck more attractive. The turbocharged engine provides 278 horsepower and 317 pound-feet of torque, meeting the rated power for this class of midsize pickup. The Multi-Terrain Select and camera system help keep the driver out of trouble. Resale value and the longstanding cachet of a tough Toyota add to the value proposition for this vehicle, which can be had in the low-to-high $40,000 range and topped out at $66,000 for a TRD Pro.
3. Toyota Unibody Compact Pickup
Toyota plans to release a small pickup that will appeal to urban drivers and overland travelers. The new truck will utilize a version of the TNGA unibody platform, ceding the traditional body-on-frame truck segment. Toyota sees the entry as filling a small unibody niche that will appeal to customers looking for the utility of a truck bed along with a more carlike on-road driving experience. According to Toyota, the new truck could sell 100,000 to 150,000 units a year in the U.S. upon its launch in a couple of years. Powertrain details have not been finalized, but the truck is expected to feature a hybrid. Performance, with similar figures to the RAV4 a target towing capacity of 4,000 pounds and a bed equipped with several useful features and hooks for securing cargo.
What Toyota’s Upcoming Compact Truck Promises:
- TNGA-based unibody architecture
- Hybrid powertrain expected
- Target towing capacity of 4,000 pounds
- Practical bed tie-down hooks
- Projected annual sales reach 150,000 units
Toyota’s new small pickup will be an important part of the future of smaller trucks, amid changing lifestyles. Its unibody architecture is designed to give you the best of both: a car-like feel along with the cargo-hauling capacity expected of a pickup. For drivers who want a truck to get around town, hit the hiking trails, and pick up a few home improvement supplies but not get into the heavy-duty pickups on the market today the new Toyota may be perfect. An in-between hybrid powertrain is also part of the plan. Toyota is expecting a model performance similar to the RAV4 and an even higher Towing capacity of 4,000 lbs. With a projection of 100,000 to 150,000 units per year for the U.S., the company has high expectations but the vehicle is still a few years away.
4. Ford Ranger Raptor
The Ford Ranger Raptor delivers sporty performance to the midsize pickup class. The 3.0-liter Eco Boost V6 engine is a twin-turbo unit that produces 405 horsepower and 430 pound-feet of torque and is paired with a ten-speed automatic transmission. MSRP is between $57,199 and $58,989. The Ford Raptor is built for high speed off-road performance, but also for swift acceleration, and gives you all the confidence you need to climb over hills or slick or muddy trails. The equipment found on the Ranger Raptor is meant for hard-core driving and not simply an afterthought on this pickup. In the cabin, supportive sport seats and orange-themed accents provide a sporty feel, while its four-wheel-drive Auto mode helps adjust to changing road conditions and its long-travel suspension helps soak up rough terrain when you’re charging through a trail. Its lack of rear grab handles in the cabin are about the only thing that separates it from ultimate off-road excellence.
Ranger Raptor’s Performance Package:
- Twin-turbocharged 3.0-liter EcoBoost V6
- 405 horsepower and 430 lb-ft
- Ten-speed automatic transmission
- Long-travel suspension absorbs harsh bumps
- Starting price near 57,000-59,000
Compared to the utility-oriented pickup trucks Toyota offers, the Ranger Raptor adopts a different approach. Its powertrain produces 405 horsepower and 430 pound-feet of torque. The ten-speed automatic transmission is tuned to handle the engine’s power, while the long-travel suspension gives the Ranger Raptor the ability to blast across unlevel ground. The performance-focused theme carries over into the cabin, with performance seats and orange accents complementing the aggressive styling. Four-wheel-drive Auto mode provides another way to optimize the truck’s performance in changing conditions. While the one piece of a loose interior trim has lost a pair of rear grab handles, the Ranger Raptor is not intended to be part of a broader utility-oriented lineup. With a price range of $56,705 to $58,425, the Ranger Raptor offers a more performance-oriented take on the traditional midsize pickup.
5. Chevy Colorado ZR2 Bison
The Chevy Colorado ZR2 Bison is built for those who want to get as far off the beaten path as possible. Centered on tough trail use, it is equipped with American Expedition Vehicles steel bumpers and rock rails along with aggressive tires and electronic locking front and rear differentials that will help the midsize pickup conquer climb up steep rocks and wallow through deep mud. It packs 310 horsepower from its 2.7-liter Turbo Max four-cylinder as well as 430 pound-feet of torque and an eight-speed automatic transmission. Inside is a cabin with integrated dashboard screens as well as special camouflage trim and extremely adjustable side mirrors that help visibility when navigating narrow trail crossings. Rear-seat room is narrower than some midsize competitors while the shifter arrangement may take some getting used to but the Chevy ZR2 Bison carries significant bite among off-road capable pickups with prices starting at around $51,000 and the Bison package about $60,000.
Trail-Ready Equipment on the Colorado:
- Steel bumpers from AEV
- Rock rails and aggressive tires
- Front and rear locking differentials
- 310-horsepower TurboMax engine
- Bison package costs around $60,000
For all the talk about styling, the Colorado ZR2 Bison matters most as a toughened trail truck. Construction-heavy steel bumpers and underbody rock rails flank the truck, with aggressive tires, an electronic rear locking differential and heavy-duty suspension to help it overcome obstacles. While styling specifics haven’t been announced, those specs should make it attractive to folks who seek serious off-road capability more than almost anything else. Power train options haven’t been announced but should include a 310-horsepower, 430-pound-foot 2.7-liter turbocharged four, mated to an eight-speed automatic transmission. The interior has digital screens and adjustable mirrors to help keep the truck on-course, but the back seat still leaves some room to improve, and the shifter configuration may take some adjustments. Pricing doesn’t yet exist for the ZR2 Bison, but the Colorado ZR2 starts around $51,000 and the Bison edition can go to roughly $60,000.
6. 2027 Chevrolet Silverado 1500
Silverado’s aluminum full-size truck model, with a bolder exterior, prominent fenders, animated LED headlamps, and dual exhaust outlets on most model grades. Seven trims are offered, from Work Truck to High Country and ZR2, with three cab styles and numerous bed configurations. Existing twin-turbo 2.7-liter inline-four and 3.0-liter Duramax diesel engines carry over, along with new 5.7-liter and 6.6-liter gasoline V8s. The interior shifts to an all-new digital/physical layout, with an available 12.2-inch digital instrument cluster and a 16.3-inch center screen standard on all models. Other new features include a column-mounted gear selector and physical climate controls and volume knobs. Available Super Cruise features supported semi-autonomous driving when towing a trailer, and top trims add an 11.5-inch rear-seat passenger display, authentic wood trim, a full-length sunroof, and an available Multi-Flex Center Console with close to 25 liters of storage space.
Silverado’s Full-Size Advantages:
- Seven available trim levels
- Three cab styles and bed lengths
- Standard 16.3-inch center touchscreen
- Available Super Cruise towing assistance
- Multi-Flex console offers nearly 25 liters
Toyota’s other small and medium trucks sit in a different segment from the Silverado 1500. It is a full-size pickup that has more configurations, and scales from a bare-bones work truck to high-level trims and a factory-built off-road Silverado ZR2. The new model has a much bolder look to it, with options for double and crew cabs and longer and shorter beds. Interior technology is also heavily emphasized in the new model, with every trim level getting a large digital instrument cluster and infotainment touchscreen, though conventional climate and volume controls remain in the new model. Available Super Cruise gives the Silverado semi-autonomous driving capability while hauling a trailer, while top trims gain a panaramic sunroof, additional storage options and choice of premium materials and a passenger-side digital display. These upgrades allow the Silverado to appeal to customers who need a full-size truck but also want modern features.
7. Ford Maverick
The Maverick has become an important reference to the new generation of smaller pickups. Its unibody architecture and base hybrid powertrain helped create a competitor to full-size models. Instead of going for maximum work or serious off-road ability, the Maverick offered a low base price with some user-friendly features. Its reasonably sized cargo bed was a useful feature that a variety of buyers can appreciate. When fitted with available trailering packages, it has a maximum tow capacity of 4,000 pounds. The combination of a car-based driving experience, user-friendly cargo bed and hybrid economy have created a new segment of interest in small trucks. This segment, of course, is exactly where Toyota’s new hybrid truck will operate, and the Maverick will provide an interesting benchmark of the appeal of unibody hybrid trucks.
Why the Maverick Sets the Compact-Truck Benchmark:
- Unibody construction supports everyday driving
- Hybrid powertrain available as standard base
- Accessible starting price
- Cargo bed delivers practical utility
- Maximum towing reaches 4,000 pounds
The Maverick shows how a more compact pickup truck can be perfect for the buyer who doesn’t need the footprint or creature comforts of a traditional pickup. The unibody construction gives the Maverick a more car-like driving experience, while the hybrid powertrain and entry-level pricing make it a very economical truck. The bed itself completes the functionality of this cargo hauler, creating a versatile driver for outdoor recreation and busy workdays. With optional trailering packages that bring capacity up to 4,000 pounds with a proper setup, the Maverick has solidified its spot as a standard bear of the class. The Toyota’s unibody hybrid pickup will aim to challenge its dominance, packing both hybrid efficiency and truck functionality into a practical platform that fits in the space left vacant by the Maverick.
8. Hyundai Santa Cruz
The Hyundai Santa Cruz first arrived on the scene in 2021, generating new interest in the segment for niche, untraditional pickup truck designs. Its unibody construction provides the smooth, composed ride and comfortable handling characteristic of a crossover vehicle with the utility of an open bed, and its bold styling and car-like driving dynamics reflect a customer who is more concerned with everyday driving than the traditional proportions and construction of a full-size body-on-frame pickup truck. It is still possible to find small trucks that are capable and competitive, but the Santa Cruz represented an interesting new direction for an automotive manufacturer to consider. Customers in this segment really care about fuel economy, garage compatibility, and versatile cargo utility, making the segment competitive. Toyota’s hybrid compact pickup and the other OEM offerings give the segment an international footing. Still, the Hyundai Santa Cruz brought market awareness to the size shift and design flexibility of this new segment.
The Santa Cruz’s Place in the Market:
- Debuted in 2021
- Modern unibody platform
- Crossover-like ride and handling
- Open bed provides cargo utility
- Supports demand for compact pickups
The Santa Cruz helped prove the point that pickup truck buyers don’t always want a traditional body-on-frame truck. Its unibody platform, which gives it the feel of a crossover, paired with an open cargo bed, offers consumers a different set of tradeoffs between comfort and utility. It has been a popular choice among consumers who need to haul gear or supplies, but also want a usable vehicle for a day-to-day life on suburban roads. Its styling and car-like driving experience help reinforce what types of consumers would be interested in a non-traditional pickup. Buyers are more interested in practical cargo volume, fuel economy, and a manageable size than being a truck for the sake of being a truck. The Santa Cruz helped tease out the market for a non-traditional pickup with unibody roots and it will be interesting to see how Toyota applies its design principles for a new hybrid compact unibody truck.
