--- title: "What happened to the $10k Toyota truck? It is on sale now" url: "https://pickuptrucktalk.com/2025/07/what-happened-to-the-10k-toyota-truck-it-is-on-sale-now/" publisher: "Pickup Truck + SUV Talk" content_signal: "search=yes, ai-input=yes, ai-train=no" author: "Tim Esterdahl" published: "2025-07-17T18:36:56+00:00" modified: "2025-07-23T15:09:02+00:00" image: "https://pickuptrucktalk.com/wp-content/uploads/2025/07/20231127_01_07.webp" --- # What happened to the $10k Toyota truck? It is on sale now By Tim Esterdahl Published: 2025-07-17T18:36:56+00:00 Updated: 2025-07-23T15:09:02+00:00 ![Featured image]() The internet still is buzzing over the $10k Toyota truck even after making its debut nearly two years ago. What has happened since then? If you missed the news, back at the [2023 Tokyo Auto Show](), Toyota unveiled the low-priced truck, it calls the IMV 0 or Hilux Champ, causing the internet, especially the U.S. based audience, to lose their minds over the spartan truck. It is a low-cost, no frills truck that is a stark departure from today’s large, luxury and technology filled trucks on the market today in the U.S. like our new [Ram 1500 RHO](). ## Toyota Hilux Champ design ![$10k Toyota truck 2]() The Toyota Hilux Champ is meant specifically as a work truck nothing more. (Photo courtesy Toyota) The overall exterior design is aimed for work with minimalistic design, square door openings for easy entry/exit, a flat-bed design with low bed sides that fold down and small tires meant for only on road or dirt road driving. Inside, the cabin is filled with plastic and rubber with a small screen for the radio, crank windows and not much else. Air bags are optional and so is anti-lock braking systems for some markets. The bed has bolt holes in various locations meant for bolt-on accessories. It can come in a short or long-wheelbase version with three engine options – a 2.0-liter gasoline engine, a 2.7-liter gasoline engine and a 2.4-liter diesel engine. Also, a manual or automatic transmission. ## Why do people want it? ![$10k Toyota truck 3]() The bed is made to be customized and was designed that way. (Photo courtesy Toyota) Commenters point to this truck as the prime example of automakers being greedy and denying U.S. consumers as a cheap, affordable truck. They see this as all the truck most people really need without all the extra features people don’t need. Commenters are tired of seeing trucks get more expensive and want cheaper models to come to the market. ## Is it really $10k? ![$10k Toyota Truck 4]() The interior is about as basic as new trucks get in today’s market. (Photo courtesy Toyota) The big question though is the price. Is it really $10k? Nope. [Toyota launched the Hilux Champ in Thailand](), the world’s largest midsize truck market. Prices range from 459,000 to 577,000 baht (Thailand currency) which is the equivalent of $14,126 to $17,758 USD. ## Our take ![Toyota truck 5]() The interior seating is just for 2 and looks more like a UTV or SXS than a truck on sale here in the U.S. (Photo courtesy Toyota) The price is still pretty cheap, right? Not really. The Hilux Champ, as you can see from the spec chart below, is essentially a regular cab version of a Ford Maverick without any of the safety equipment found in the U.S. It also drives and handles like the Toyota Hilux vehicles found overseas. If you have driven one of those, like I have, you’d immediately realize, they ride a lot rougher than U.S. vehicles and they aren’t nearly as powerful or quick enough for our higher speed limits. The reality is the Toyota Hilux Champ is really more similar to a [Polaris SXS]() or a [Mahindra Roxor]() than a “truck” in the U.S. It will ride rougher on pavement, be less safe, feel slower and have a lot more plastic inside the cabin. It is purpose built for a specific need. Sure, the price is great, but it’s certainly not a truck that’s going to ever be considered for the U.S. market. ### Principle specifications (Specifically for Thailand: 2.4L diesel engine, long-wheelbase with a deck) | Occupancy (people) | 2 | | --- | --- | | Length (mm) x Width (mm) x Height (mm) | 5,300 / 1,785 / 1,735 | | Wheelbase (mm) | 3,085 | | Drive system | 2WD | | Curb weight (kg) | 2,790 | | Minimum turning radius (m) | 5.4 | | Maximum load | 1 tonne | | Engine | 2.4L diesel engine | | Transmission | 5MT, 6AT | ## Structured page information ~~~json [ { "@context": "https://schema.org", "@graph": [ { "@type": "Article", "@id": "https://pickuptrucktalk.com/2025/07/what-happened-to-the-10k-toyota-truck-it-is-on-sale-now/#article", "isPartOf": { "@id": "https://pickuptrucktalk.com/2025/07/what-happened-to-the-10k-toyota-truck-it-is-on-sale-now/" }, "author": { "name": "Tim Esterdahl", "@id": "https://pickuptrucktalk.com/#/schema/person/82b06f99329f69a069a5ab6caed18593" }, "headline": "What happened to the $10k Toyota truck? 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