Thanks To Trump, This Cute Toyota Truck Could Arrive In The US

If you follow what’s going on in the automotive world, you probably know of US President Donald Trump’s recent fascination with Japanese kei cars, following his most recent visit in October 2025. He expressed enthusiasm, calling the sub-compact models “really cute, “very small,” and “inexpensive and efficient, during a media event focused on vehicle policies. Sub-compact cars and trucks are very popular in Japan due to tax incentives and the country’s crowded infrastructure, featuring dense population and narrow streets. 

This is a stark contrast to the USA’s vast infrastructure, where large vehicles like trucks feel at home. Pickup trucks are particularly popular, with an 18-percent market share. Local carmakers, in particular, rely heavily on their full-size pickup trucks selling well. Companies like Toyota have localized production for models like the Tundra, but if Trump’s recent fascination with tiny cars bears fruit, Toyota has another truck that has the potential to flood the US market.

The Toyota Hilux Champ is affordable, indestructible, and probably big enough for most light-duty needs.

The Hilux name is not unfamiliar to US buyers. The Toyota truck was sold in the US between 1972 and 1995. From February 1995, the torch was picked up by the slightly larger Tacoma. Meanwhile, the Hilux continued to be sold in other regions of the world, in a plethora of versions. The most recent addition to the truck’s model lineup is the Toyota Hilux Champ - a sub-compact, light-duty pickup truck tailored to Asian markets, which came out in 2023.

It is a scaled-down model of the regular Hilux, utilizing the same IMV body-on-frame platform. It comes in three body styles: two-door pickup, two-door chassis, and four-door utility van. Unlike its bigger brother, the Champ is rear-wheel-drive only. 

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Engine-wise, it is available with a 2.0-liter and 2.7-liter gasoline engines (the latter can also be found in non-US Land Cruiser J250 models), or a 2.4-liter turbodiesel. Transmission-wise, the small Toyota pickup truck comes with a five-speed manual or a six-speed automatic.

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Interestingly enough, the mini-truck can tow up to 5,500 pounds, which is impressive, given it is no longer than a modern-day Honda Civic hatchback. To put things in perspective, the third-generation Tacoma can tow up to 6,500 pounds, but only in certain trims. The base SR5 model can only tow 3,500 pounds, so there is a case to be made for the Hilux Champ.

The modular structure of the vehicle allows for superb versatility. It comes with pre-drilled mount points and a modular bumper design, allowing for extensive customization. Needless to say, the humble truck is stripped of all luxury and offers only the essentials. You can start with a bare chassis or a flat bed, and can modify it to fit a wide variety of needs or businesses.

In his home market, the small Toyota truck is also very affordable, starting at the equivalent of around $13,000-14,000. With localized production, the small truck can remain affordable to US buyers, looking for an inexpensive workhorse for their business. 

Why sub-compact vehicles aren’t a thing in the US

It has a lot to do with safety regulations and corporate average fuel economy (CAFE) standards. Trump’s administration changes reduced pressure on manufacturers to produce more eco-friendly vehicles. Another welcome outcome from that is the return of the Hemi V-8 engines. If that were possible, then Japanese sub-compact cars and trucks could also happen.

Historically, US buyers favour larger vehicles due to lower fuel prices (compared to most other regions) and an infrastructure that accommodates that. But nowadays, things change. There is finally backlash against steep car prices as US buyers are starting to downsize (opting for more compact models), keep their current vehicle for longer, or buy used instead of new. With these recent developments and Trump’s recent interest, compact Japanese models like the Toyota Hilux Champ are making more sense than ever before. 

I am curious to hear what you think. Would you buy the small Toyota truck or a kei car if they localize production in the US? Let me know in the comment section below.

More Toyota stories: 

• Toyota And Subaru's Compact Truck Is A Money-Printing Formula, And It Will Likely Arrive In The US

• The Toyota Land Cruiser FJ Is Here, And It's Cuter Than We Thought

• This Is The Ultimate Toyota Land Cruiser Pickup Truck, And You Can't Have It Just Yet

Dimitar Angelov's automotive interests made him an expert in a wide variety of vehicles. Japanese brands like Toyota and Nissan are closest to his heart, although performance cars in general are his favorite segment, which is why he is constantly on the lookout for the best deals on the market. Dimitar Angelov's car passion and knack for the written word led him to complete a Master of Arts in Media and Communications, and classic car restoration. Dim is happy to get behind the wheel of any car and share his impressions. You can follow Dimitar on X, Linked-in, Instagram, and Facebook.

Image source: Toyota Hilux Champ