Toyota's new $10k pickup
Toyota’s new IMV 0 is a no-frills, modular pickup truck priced around $10,000 and aimed at markets in Asia and other regions where compact work vehicles remain common. Commenters contrast its simplicity and affordability with the large, expensive, feature-laden trucks that dominate the U.S. market, arguing that a mix of fuel-economy rules, safety regulations, tariffs, and manufacturer incentives effectively block such vehicles from being sold in North America. The conversation also reflects nostalgia for older, smaller pickups and raises broader questions about how regulation, safety, emissions, and profit margins shape what kinds of vehicles consumers are actually able to buy.
Regulatory and Market Barriers (esp. US)
- Many argue this truck will not reach the US because it likely fails NHTSA/EPA safety and emissions requirements, plus CAFE fuel-economy rules tied to vehicle “footprint.”
- The CAFE footprint formula is criticized for making truly small ICE pickups effectively illegal, pushing manufacturers toward larger “trucks” that are easier to meet standards with.
- The “chicken tax” and classification tricks (e.g., chassis-cab imports, rear-facing seats in beds) are cited as examples of distorted US light-truck policy.
- There is disagreement over whether regulations (EPA, CAFE, safety) are the main cause of high prices and big trucks versus simple market demand.
Demand for Simple, Affordable Work Trucks
- Multiple commenters want a basic, ~$10–20k pickup with long bed, bench seat, manual windows, minimal electronics, and good towing/hauling.
- US market is seen as dominated by oversized, expensive trucks with luxury features. Older compact trucks are scarce and hold high resale value; many owners run them into the ground.
- The Ford Maverick is debated: some call it a huge success with order books closing quickly; others note the cheap trims are hard to actually buy.
Design, Modularity, and Capabilities
- Reactions to styling are mixed: some find it “ugly” and over-styled; others think it’s “gorgeous” and properly utilitarian, even “sci‑fi moon vehicle”-like in single-color form.
- The modular bed and body options (flatbed, food truck, camper, etc.) are widely praised as practical and cool.
- Flip‑down bed sides are noted as extremely convenient but rare on US smaller trucks.
- Concerns are raised about limited tow rating (750 kg unbraked) and overall crashworthiness; some say it’s more like an upscaled UTV than a roadworthy US pickup.
Global Context and Alternatives
- Commenters note that similar cheap work trucks already exist in ASEAN markets (e.g., Suzuki Carry), so this is less revolutionary there.
- In Taiwan, this type of vehicle is colloquially known as a “get rich” car, underscoring its small‑business utility.
- Some wish for an EV version for farm use; others discuss Chinese budget EV pickups and DIY EV conversions of small 4x4s and older cars.
Safety, Size, and Emissions Debate
- There is strong criticism that current policies encourage heavier, taller trucks that are harder to use as actual haulers and more dangerous to others on the road.
- EPA pollution controls and catalytic converters are defended as highly cost‑effective in reducing deaths from air pollution, though some argue regulation has sometimes been one‑size‑fits‑all and industry-driven.