Toyota Eyes Compact Truck Segment as Ram’s Rampage Waits in the Wings

The compact pickup truck segment in the U.S. is heating up—and fast. With Ford’s Maverick setting the benchmark at over 131,000 units sold in 2024 alone, other automakers are looking to carve out their piece of the pie. Among them is Toyota, a household name in trucks but currently without a true compact offering for North America. Meanwhile, Ram already has a solid contender on the ground in Brazil with the Rampage—but so far, it’s stayed south of the border.

So, what gives? And could Toyota beat Ram to the punch, even though Ram has a compact pickup ready to go?

Toyota’s Timing Play – 

Toyota hasn’t officially confirmed a compact pickup for the U.S., but the signs are there. Speaking with Bloomberg, Vice President and Chief Operating Officer (COO) of Toyota Motor North America, Mark Templin said, “We’re looking at it,” while Product Planner Cooper Ericksen added, “It’s a matter of timing.” Translation? They’re watching Ford’s success closely and trying to figure out the best time to strike.

Speculation points to a unibody design riding on the TNGA-C platform—the same used for the Corolla and Corolla Cross. Unlike body-on-frame trucks like the global Hilux Champ, a unibody truck would be easier to build to U.S. safety standards and could deliver a car-like ride quality, much like the Maverick and Hyundai Santa Cruz.

If Toyota acts fast, it could catch buyers while Ford deals with new challenges. Higher prices driven by a 25% import tariff and possible supply issues could create an opening—one Toyota is smart enough to see.

Meanwhile, Ram Has the Rampage… In Brazil – 

While Toyota’s still in the planning phase, Ram has already built a solid product in the form of the Rampage. It’s a compact unibody truck based on the same underpinnings as the Jeep® Compass and Commander. Powered by a punchy turbocharged 2.0-liter Hurricane4 I4 and backed by a ZF-sourced 9-speed auto, it’s got the goods. It’s also available in four trims—Big Horn, Rebel, Laramie, and the sporty R/T—all with standard all-wheel drive.

But there’s a catch: It’s only available in Latin America… for now.

Ram recently secured a U.S. design patent for the Rampage (filed March 2023, granted April 2025), which suggests a launch could be on the horizon. Still, without a full reveal or confirmed specs for the American market, the ball is very much still in Toyota’s court.

Why Ram Needs to Hurry – 

Rampage is a premium product in Brazil, but to compete with Maverick here in the States, Ram would need to shift its strategy. That means introducing lower-cost, front-wheel-drive (4×2) options like a Tradesman or entry-level Big Horn models that undercut the Maverick on price and bring Ram’s bold styling and engineering to budget-conscious buyers.

So while Ram has a product, they’re missing the window. And Toyota, despite having no confirmed truck, might just swoop in first if they act now.

Final Thoughts – 

This isn’t just a race to launch but to define the next phase of the U.S. pickup market. Toyota has the resources, reputation, and dealer network to dominate the segment if it delivers something people want. Ram has the product, but unless it reaches showrooms soon, it risks letting others—like Toyota—run away with the opportunity.

One thing is certain: the compact pickup battle is about to get interesting.