--- title: "Toyota Dealers Are Wondering Where Their Ford Maverick Competitor Is" description: "Toyota says no such small pickup truck has been planned yet, even though dealers and customers seem very excited by the idea of one." date: "2023-09-11" modified: "2023-09-11" authors: - name: "Nico DeMattia" job_title: "Contributing Writer" link: "https://www.thedrive.com/authors/nico-demattia" url: "https://www.thedrive.com/news/toyota-dealers-are-wondering-where-their-ford-maverick-competitor-is" categories: - "News" - "News by Brand" - "Toyota News" tags: - "pickup" - "tacoma" - "Toyota" --- # Toyota Dealers Are Wondering Where Their Ford Maverick Competitor Is ![]() *Toyota* Either [Toyota]() is ignoring all of the world's signs telling it to build a small pickup truck, or it's playing things extremely close to the chest. The fun-sized [Ford Maverick]() is among America's most in-demand trucks at the moment. Ford can't build them fast enough, proving there's a huge market for [compact pickups](). And, according to [*Automotive News*](), even Toyota dealers are telling the brand to bring them a Maverick-fighter. "The quality small truck is Toyota's DNA," said Steve Gates, chairman of the Toyota National Dealer Council. Gates owns three Toyota dealerships and one Ford dealership, among a few others. According to Gates, not only is he completely sold out of Mavericks for as far out as he can see, but demand for the model hasn't affected Ranger or [F-150]() sales. So Gates feels that a compact Toyota pickup would sell well without cannibalizing its other trucks. "We hear all the time, several times a week, stories of people who had older Toyota trucks, before those trucks even had a name, and they long for another small Toyota truck. I think the volume opportunity is huge, without affecting Tacoma and Tundra sales," he said. ![Ford Maverick compact pickup driving and off-roading through dirt and mud. Inline.]() *Ford Maverick Ford* Even Toyota North America boss Dave Christ admitted that the Maverick is on Toyota's radar. "We've obviously watched Maverick closely," he told *Auto News*. Furthermore, Christ says that a more fuel-efficient, compact pickup would help Toyota's emissions regulations. "Could there be an opportunity there? I'm sure the market exists because Maverick's done reasonably well." Toyota openly recognizes the demand for compact trucks and the value they can have for the brand. So why is there no official word on such a truck being in development or even consideration? Toyota certainly has the capability to pump out a [Corolla Cross]()-based pickup, considering the compact SUV is built in Alabama. It seems like the entire country is on board with a Maverick-fighting Toyota pickup—except for Toyota. *Got tips? Send 'em to tips@thedrive.com* ## Author Nico is a writer and reviewer from New Jersey who probably thinks he’s a lot funnier than he actually is. His love of cars began when he was just a kid playing Gran Turismo 3, grinding out enough race wins with a Mazda Miata to save up for an in-game RUF 911. That passion for small, lightweight sports cars drove his desire to learn more about the industry, get his hands on as many cars as he could, and bring those experiences to life on the page. He cut his teeth writing about BMWs, Volkswagens, and Audis, mostly, and has owned far too many of each. He’s on his fourth 3 Series sedan, but all of his old, cheap German cars have forced him to learn more about car maintenance than his mechanical capability can handle. Too many late nights have been spent scrambling to get a car running by morning so he could get to work. For some reason, he never seems to learn that old Bimmers probably aren’t the best daily drivers. But he loves more than just old German cars. He’ll gladly drive and discuss anything with four (or even three) wheels. Cars aren’t his only passions, though. Nico is also a big nerd and loves movies, video games, comic books, and cares far too much about the New York Giants. So don’t be surprised if you see football references or dumb, obscure movie quotes in any of his car reviews. ### Author social links [Instagram]() [LinkedIn]()