Which Automaker Will Launch a Small Pickup Next?

Compact pickups are extremely popular in many parts of the world, from South America to Oceania and Africa. In North America, however, mid-size and especially full-size models continue to reign supreme. Of course, not everyone needs or can afford such a large vehicle.

That’s why Ford (Maverick) and Hyundai (Santa Cruz) have come up with new solutions for U.S. and Canadian consumers in recent years. And have you heard about Slate, a brand new American company backed by Amazon boss Jeff Bezos? It recently unveiled a small electric truck for the U.S. market, but if the project proves a great success, expansion into Canada could be on the cards.

Announced with a base price of under US$28,000, the vehicle will be produced at a new factory in Indiana (with an annual capacity of up to 150,000 units) and delivered to customers starting in the fourth quarter of 2026. Forget about a radio, speakers and a multimedia display: the plain-looking cabin comes with a stripped-down dashboard, a small digital instrument panel, and a simple steering wheel with a smartphone holder next to it. Heck, it even has crank windows.

Slate offers an impressive catalog of personalization options, parts, accessories and other equipment including conversion kits (the truck can easily be turned into an SUV or convertible). As for capabilities, they’re fairly modest by all accounts. The single motor generates 201 horsepower, the two available batteries (52.7 kWh and 84.3 kWh) are estimated to deliver a range of 241 and 386 km, towing is possible up to 1,000 lbs only, and the cargo bed is no more than five feet long (although with a payload of up to 1,400 lbs).

Who’s Next?

So, who will be the next automaker to follow suit? Various rumours have been circulating left and right, but much uncertainty remains due to the economic and political context—notably rising prices and those dreaded tariffs. Also, the auto industry continues to grapple with some supply chain disruptions.

Last month, two Toyota executives in the U.S. rekindled the hopes of enthusiasts waiting for a smaller and more affordable pickup than the Tacoma in North America, saying they’re still looking at it. “We could really do well in that segment, so we’re trying to do it. It’s a matter of timing,” noted Cooper Ericksen, a senior vice president in charge of planning and strategy.

Similar to the Maverick, an entry-level compact pickup would target a different type of customers—people more interested in recreation and DIY stuff than serious work, towing and off-road driving. They could save not only on the purchase price, but also at the pump.

Could the all-new 2026 Toyota RAV4 serve as a foundation? That would make sense, in the same way that the Maverick derives from the Escape and the Hyundai Santa Cruz from the Tucson. And it would have the hybrid powertrain that many Toyota fans are looking for.

Are you a believer? Keep your fingers crossed!