Mini Toyota HiLux incoming? Bite-sized rival for Ford Maverick and Hyundai Santa Cruz looms - but there's a catch...

An internal campaign to encourage Toyota in Japan to develop a mini HiLux that would compete with models like the Ford Maverick and Hyundai Santa Cruz is underway, with the brand's American executives suggesting "it's one of the opportunities".

That's the word from Toyota's North American CEO, Ted Ogawa, who told Automotive News he's been talking with Toyota in Japan about delivering a small ute rival.

But there is catch, with the executive suggesting a smaller ute would be a prime candidate for electrification, rather than an ICE powertrain, because it wouldn't have the same capability and capacity requirements as its mid-size and full-size ute products. The executive was also quick to point out that there is no official plan for the model in place.

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"We are studying in that area, including the electrification movement. For example, the full-size pickup, electrification is not good chemistry with these customers. However, in mid-size or smaller size, there is more electrification opportunity compared to the full-size area. So for us, it's one of the opportunities to think about — the smaller size than Tacoma pickup in the future. So we will keep on talking with (Toyota HQ)," he says.

"The truck area has a very severe hierarchy — size, displacement — traditionally. It's higher price, but with three classes there's a lower price, but the cost of more electrification is high. So that's now the challenge."

In Australia, it appears the compact ute market will become a new battleground, with CarsGuide understanding that Hyundai previewed a so-called “Tucson Ute” at a recent dealer event, as part of a host of upcoming new models earmarked for our market over the next few years.

While timings (and possibly names) are not yet clear, the Santa Cruz is expected to launch in Australia around 2026 after the second-generation model breaks cover.