Toyota May Launch RAV4-Based Pickup to Challenge Ford Maverick, Report Says

Toyota Motor North America CEO Tetsuo Ogawa has signaled the automaker’s interest in developing a RAV4-based compact pickup truck. While calling the model an “opportunity for us,” Ogawa emphasized that the project remains in early stages.

The proposed truck would likely occupy a position below the Tacoma in Toyota’s lineup and feature a hybrid powertrain, aligning with the brand’s electrification strategy.

Why a RAV4-Based Pickup Could Be a Game Changer

The compact pickup segment has historically been dominated by mid-size and full-size models, but Ford disrupted the market in 2021 with the introduction of the Maverick. The affordable truck quickly became a sales leader, moving 155,051 units in the U.S. last year—an 18.2% increase from 2024—and outselling the Ranger by more than 2:1.

In contrast, Hyundai’s Santa Cruz, launched around the same time, underperformed with just 25,499 units sold in 2024. Rumors suggest Hyundai may discontinue the model early to focus on its upcoming mid-size pickup.

Toyota’s Strategic Move: A RAV4-Based Pickup

Despite the Santa Cruz’s struggles, Toyota appears poised to enter the compact pickup segment. Ogawa told Automotive News that a RAV4-based pickup is “an opportunity for us,” adding that “dealers are waiting,” though he cautioned that “it takes time.”

The RAV4, redesigned nearly a year ago, serves as the foundation for this potential truck. The standard hybridized 2.5-liter four-cylinder engine produces 226 hp (169 kW / 229 PS), while the all-wheel-drive variant adds a rear-mounted motor for 236 hp (176 kW / 239 PS).

For comparison, the Maverick Hybrid’s powertrain delivers a maximum of 191 hp (142 kW / 194 PS). The RAV4 also boasts superior fuel efficiency, with ratings of up to 47 mpg city, 40 mpg highway, and 43 mpg combined, compared to the Maverick’s 42 mpg city, 35 mpg highway, and 38 mpg combined.

Toyota further enhances the RAV4 lineup with a plug-in hybrid variant, featuring a 2.5-liter engine, a 22.7 kWh battery pack, and electric motors. This configuration delivers a combined 324 hp (242 kW / 329 PS) and an electric-only range of up to 52 miles (84 km).