--- title: "Toyota Exec: Cheap, Affordable Toyota Pickup Not Now, Let Ford Dominate " url: "https://pickuptrucktalk.com/2026/02/toyota-exec-cheap-affordable-toyota-pickup-not-now-let-ford-dominate/" publisher: "Pickup Truck + SUV Talk" content_signal: "search=yes, ai-input=yes, ai-train=no" author: "Tim Esterdahl" published: "2026-02-04T17:30:05+00:00" modified: "2026-02-04T17:37:21+00:00" image: "https://pickuptrucktalk.com/wp-content/uploads/2026/02/ChatGPT-Image-Feb-4-2026-10_11_47-AM.webp" --- # Toyota Exec: Cheap, Affordable Toyota Pickup Not Now, Let Ford Dominate By Tim Esterdahl Published: 2026-02-04T17:30:05+00:00 Updated: 2026-02-04T17:37:21+00:00 ![Featured image]() If you are looking for a cheap, affordable Toyota pickup, you’ll have to wait, according to the company. Instead, they will let Ford dominate the market. ## Toyota Exec Says Not Now ![Affordable Toyota Pickup 2]() Toyota COO Mark Templin said the market just isn’t big enough for them to bring a pickup to the market. (Photo courtesy Toyota) During an interview on future product foreshadowing at the National Automobile Dealers Association show, Toyota COO Mark Templin said the market just isn’t big enough for them. “We invented the compact truck,” said Templin according to an [Autonews.com]() story. “It’s a really intriguing segment for us, but the whole segment right now is 160,000 to 170,000.” Instead, he urged caution to customers and dealers who are clamoring for a competitor to the popular Ford Maverick. They should “be patient. When the market’s right, we may have something.” ## Cheap, Affordable Toyota pickup ![Affordable Toyota Pickup 3]() The Toyota Stout was the beginnings of the compact truck market. (Photo courtesy Toyota) A cheap, affordable Toyota pickup has been rumored for years with many suggesting a [Toyota Stout]() would be resurrected. This was the first Toyota pickup name to enter the U.S. from 1964-1967. It was sized like the other trucks at the time with a regular cab, low bed and small motor. It was the compact truck of its time. If it were to match the Ford Maverick, a new affordable Toyota pickup would have a target price point between $25,000-$30,000, have real-life seating for 4 adults, a 4′ bed and a hybrid powertrain reaching 40 MPG. Those all things Toyota could easily pull off. ## Hyundai Santa Cruz Bows Out to Ford Maverick Too ![Affordable Toyota Pickup 4]() The Hyundai Santa Cruz will be discontinued next year leaving the compact truck segment to the Ford Maverick. (Photo courtesy Hyundai) Toyota isn’t the only one out of the compact truck space, the [Hyundai Santa Cruz will end production]() next year. Hyundai said their compact truck gave them good insight into the “open-bed market” in the U.S. and they will move forward with a mid-size truck instead. The Hyundai Santa Cruz was the only other competitor in the compact truck market and ended 2025 with 25,499 units sold. ## Ford Maverick Nabs Multiple Awards, Only Compact Truck Left ![Affordable Toyota Pickup 5]() With growing sales every year it has been sale and numerous awards, the Ford Maverick will soon be the only compact truck on the market. (Photo courtesy Ford) Meanwhile, the Ford Maverick, the surprise hit forcing Ford to expand production multiple times, is racking up awards and is now the only compact truck left with no other competitors coming (Ram said no, GM has been mum). It has been winning awards since its introduction and recently won: - Consumer Reports Top Pick (3rd Straight Year) - Car and Driver 10 Best Trucks - MotorTrend Truck of the Year - 2026 North American Truck of the Year from NACTOY It also has been racking up impressive sales gains every year its been on sale.. 2022 – 74,370 [2023]() – 94,058 [2024]() – 131,142 [2025]() – 155,051 Apparently, Toyota COO Templin thinks this segment has hit its peak. ## Structured page information ~~~json [ { "@context": "https://schema.org", "@graph": [ { "@type": "Article", "@id": "https://pickuptrucktalk.com/2026/02/toyota-exec-cheap-affordable-toyota-pickup-not-now-let-ford-dominate/#article", "isPartOf": { "@id": "https://pickuptrucktalk.com/2026/02/toyota-exec-cheap-affordable-toyota-pickup-not-now-let-ford-dominate/" }, "author": { "name": "Tim Esterdahl", "@id": "https://pickuptrucktalk.com/#/schema/person/82b06f99329f69a069a5ab6caed18593" }, "headline": "Toyota Exec: Cheap, Affordable Toyota Pickup Not Now, Let Ford Dominate ", "datePublished": "2026-02-04T17:30:05+00:00", "dateModified": "2026-02-04T17:37:21+00:00", "mainEntityOfPage": { "@id": "https://pickuptrucktalk.com/2026/02/toyota-exec-cheap-affordable-toyota-pickup-not-now-let-ford-dominate/" }, "wordCount": 521, "commentCount": 0, "publisher": { "@id": "https://pickuptrucktalk.com/#organization" }, "image": { "@id": "https://pickuptrucktalk.com/2026/02/toyota-exec-cheap-affordable-toyota-pickup-not-now-let-ford-dominate/#primaryimage" }, "thumbnailUrl": "https://pickuptrucktalk.com/wp-content/uploads/2026/02/ChatGPT-Image-Feb-4-2026-10_11_47-AM.webp", "articleSection": [ "Featured on Home Page", "News" ], "inLanguage": "en-US", "potentialAction": [ { "@type": "CommentAction", "name": "Comment", "target": [ "https://pickuptrucktalk.com/2026/02/toyota-exec-cheap-affordable-toyota-pickup-not-now-let-ford-dominate/#respond" ] } ] }, { "@type": "WebPage", "@id": "https://pickuptrucktalk.com/2026/02/toyota-exec-cheap-affordable-toyota-pickup-not-now-let-ford-dominate/", "url": "https://pickuptrucktalk.com/2026/02/toyota-exec-cheap-affordable-toyota-pickup-not-now-let-ford-dominate/", "name": "Toyota Exec: Cheap, Affordable Toyota Pickup Not Now, Let Ford Dominate ", "isPartOf": { "@id": "https://pickuptrucktalk.com/#website" }, "primaryImageOfPage": { "@id": "https://pickuptrucktalk.com/2026/02/toyota-exec-cheap-affordable-toyota-pickup-not-now-let-ford-dominate/#primaryimage" }, "image": { "@id": "https://pickuptrucktalk.com/2026/02/toyota-exec-cheap-affordable-toyota-pickup-not-now-let-ford-dominate/#primaryimage" }, "thumbnailUrl": "https://pickuptrucktalk.com/wp-content/uploads/2026/02/ChatGPT-Image-Feb-4-2026-10_11_47-AM.webp", "datePublished": "2026-02-04T17:30:05+00:00", "dateModified": "2026-02-04T17:37:21+00:00", "description": "If you are looking for a cheap, affordable Toyota pickup, you’ll have to wait according to the company. 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