The Ford Maverick is selling like hotcakes, so much so that Ford can't even keep up with the demand! Its only real current competition is the Hyundai Santa Cruz, but this is a truck with a smaller bed and bigger price, albeit more features. The Santa Cruz can tow more, but is also gas only, while the Maverick comes standard as a hybrid (while having an EcoBoost option). Rated a solid nine out of ten, the Santa Cruz still trails the Maverick. There may be more competition coming down the road. One example is EV start-up Alpha Motors Inc., currently in the testing phase of its prototype Wolf series compact pickups.
Further down the road, there are whispers of a few newcomers, so faint that scant a rumor can be heard. Like the Maverick, these vehicles all have roots in the past. This means that they have an established following and fan base. The fact that Ford cannot sell enough Mavericks to meet demand, leaves the company vulnerable to losing its stake in the compact truck market.
Growing Demand For Compact Trucks In 2023
Despite the SUV and truck craze in America, all of a sudden compact trucks are making a comeback. People are looking for more of an economical utility vehicle, suited for light off-road use, and great for the city. This makes sense given the lack of available options today, something that seemed to be lost in the surge for bigger and bigger trucks. Full-size four-door trucks are the norm, as hardly anyone sees a single-cab truck anymore, and even mid-size trucks are as big as older full-size ones.
Then, of course, full-size trucks sold even more, as the F-150 is the most sold vehicle period. Thus Chevy axed their Colorado and Ford did the same with the Ranger, but now we know those models have returned. Still, they are now mid-size instead of compact, leaving the Maverick and Santa Cruz as the only true compacts today.
The reason these trucks were brought back, and why they are finding success again, is mainly due to the price point. Not only do people not necessarily need a large truck, but said truck comes with a larger price tag. People like that they can pay a relatively affordable or even low price by today's standards. They like that they can haul as well as tow, but yet in a smaller and more efficient package, especially hybrids like the Maverick.
The Toyota Is Stout
If you haven't heard of the Toyota Stout until now, I'm sure you're not alone. Running from 1964-1967, the Toyota Stout is a pretty unique-looking old truck. As Ford has done with the Maverick, Toyota is following suit and taking a page out of history in the development of a new vehicle. That's not the only thing that Toyota is copying, having seen the success of the Maverick.
First off, not only has the Maverick outsold its availability, but the second most traded-in vehicle for a Maverick happens to be a Toyota model (RAV4)! So that's a lose-lose for Toyota. As the Maverick debuted in 2022, for under $20,000 MSRP, Toyota will look to match that too. Making a competitor for the Maverick when it can't sell enough, is a winning strategy, especially when the only other option is the arguably lesser Santa Cruz as it stands now.
Toyota is well aware of this new trend now, and well versed in making reliable compact trucks, starting with the original 1980s Toyota Pick-Up. Of course, this led to the T100, then the Tacoma (also due for an update), and the Tundra of today. When other makers like Ford and Chevy were still selling compacts in dwindling numbers, the evolution of the Tacoma becoming larger helped it become a bestseller.
Look for Toyota to copy Maverick's recipe. Starting with a name from the history books, as well as price, and size. Expect it to have the TNGA unibody platform of the RAV4 and Camry. This works best for urban use and light off-roading. Toyota may even consider a body-on-frame variant for those seeking to go more off the beaten path.
Expect the Stout to carry a four-cylinder engine, comparable to the Maverick, with a likely hybrid option too. Toyota already plans to have a hybrid option for all vehicles by 2025. So the Stout then could definitely be a 40mpg compact truck. Expect a low $20,000 starting price, and a reveal as early as this year. The sooner Toyota can produce the Stout, the sooner it can take advantage of the market, with Maverick orders backlogged and idle.
A Return Down South Baja Style
Subaru is another brand known for its dependability, efficiency, capability, and affordability. The original Subaru Baja ran from 2003-2006, was "a car-based compact truck that was ahead of its time." Seeing the shape of the market today, it appears time to bring this back to the American public. The brand's fundamental beliefs across the lineup are safety; drive quality; AWD; fuel efficiency; low center of gravity; and dual-function modes for all-terrain use.
An all-new Baja Wilderness edition could have a 2.4-liter turbo engine with 260 horsepower. It'd have extra ground clearance, all-terrain tires, and skid-plating armor underneath. This makes sense to exceed the capability of the original Baja, which was swept out of the market before, but perhaps now primed for a big return.
Ram Turns To History As Well
The Dodge Dakota was a mid-size "segment buster," the first mid-size truck. Although in 1987, it still seemed like a compact, a unique one at that. Dying in 2011, around the time of the Ranger and Colorado, this truck has yet to re-emerge as those two have. A lot of the rumors about it have not come to fruition, and any speculation is based on the current Ram and Jeep Gladiator, two vehicles Ram would undoubtedly be familiar with as part of Chrysler back in the day.
Rejoice, as the years of speculation may be coming to an end, for the concept has been confirmed. Expect this vehicle to be very different from the original, smaller, and more comfort-based. The goal, however, would still be to meet that truck utility that is expected and demanded by drivers. Due to the Gladiator's success, Stellantis wouldn't want to mess with that, so then the Dakota would be best suited for the compact market.
Expect it to be a unibody platform of course, smaller than the Gladiator naturally. The Dakota could then ride on the same platform as the Cherokee, providing great ride quality, without losing utility and off-road attributes. Expect an independent multi-link rear suspension with a stabilizer, a front MacPherson Strut setup, and engaging steering. Towing capacity could be closer to the Honda Ridgeline at 5,000 pounds, matching the Santa Cruz, and surpassing the Maverick.
A game-changing option for the Dakota would be cab options. Combining a longer bed with a single cab would appeal to contractors, in addition to a four-door cab for the general public. Expect a 4.5-6-foot bed in this case. More than one powertrain makes sense, starting with a 2.0-liter turbo four, as the Maverick utilizes as an EcoBoost option. This could have 270 horsepower and 295 pound-feet of torque.
A smaller 1.3-liter turbo four-cylinder could be standard, with around 130 ponies and 210 pound-feet of torque. Due to the lack of efficiency from that engine, however, Ram may elect to go hybrid. Borrowing from the Renegade and Compass, coupled with the 1.3 liters, the plug-in unit could produce 180-240 horsepower. Gas versions could have a nine-speed auto, while hybrids use a six-speed. Front-wheel drive (FWD) could be standard, but the four-wheel drive could be an available upgrade.
Currently, the Maverick is either FWD or AWD. Expect Ram to make use of their off-road tech, implementing a rear differential locker, two-speed transfer case, and skid plating. Also, expect traction control modes. Expect a nice interior, given Ram 1500 cabins, but toned down to keep the price lower. Expect all the latest tech as options, and standard features such as driver assist tools. The concept may be officially announced as early as next month, with production beginning in the last quarter of this year, or in the first half of 2024. Estimates for the base model are around $25,000.