Toyota’s electric EPU concept is a Ford Maverick challenger

21 October 2023

As if the concept of an electric Land Cruiser wasn't enough, Toyota’s unveiling of its electric truck concept, the EPU, has left the automotive community filled with speculation and debate. Billed as a midsize, its specifications lean closer to Ford’s increasingly popular Maverick. But is this newcomer a genuine rival or simply a teaser of what may lie ahead?

At a glance, the Toyota EPU might appear like any other midsize pickup. But look a bit closer, and you'll notice its more compact dimensions. Its measurements - 199.6 inches in length, 75.2 inches in width, and a height of 67.3 inches - are notably smaller than Toyota's own Tacoma. Even its 131.9 inches wheelbase doesn't quite measure up to the Tacoma’s. So, midsize? Let’s just say, it's cozy.

In terms of proportions, the EPU doesn't shy away from comparisons with the Ford Maverick and Hyundai Santa Cruz. With a significant portion of its length consumed by the dual-cab, cargo space gets the short end of the stick. Rather than a dedicated hauler, it's evident that the EPU is targeted towards the lifestyle segment - more about the statement than the storage.

Now, while the bed might not impress with its size, Toyota has injected some innovation. A folding tailgate acts as an extension, providing a tad more space for those weekend adventures. Additionally, Toyota boasts a monocoque body design, leading to a more versatile deck space, adaptable to diverse user needs.

Inside the cabin, Toyota maintains a minimalist aesthetic. A dual-screen setup and a yoke-style steering wheel, reminiscent of the Lexus RZ, dominate the front. With ample storage points throughout, it ensures your knick-knacks have a home. Interestingly, Toyota hints at a connection between the rear cabin and the bed, allowing for adaptability based on user preferences and outdoor activities. However, the real test will be if these design promises transition into the production version, offering superior handling and ride comfort as Toyota suggests.

The ongoing chatter of Toyota possibly introducing a Ford Maverick contender isn't new. And the EPU, in its concept attire, is the first tangible sign of that rumor. Though a complete unveiling is slated for the 2023 Japan Mobility Show next week, the glimpses offered so far make it evident that Toyota is gunning for the smaller truck segment.

Toyota remains tight-lipped about the EPU's powertrain, only revealing its electric nature. Off-road tires on the concept might hint at a dual-motor powertrain, but that's merely conjecture at this point.

Is Toyota looking to tap into the surge of demand for the smaller pickup trucks? The Maverick's debut was met with considerable enthusiasm, with Hyundai's Santa Cruz being its lone direct rival. With the electric truck market still in its nascent stages, introducing a compact electric pickup could be Toyota's strategic move to stay ahead of the curve.

Come October 26th, the public will get a closer look at the EPU, alongside other Toyota concepts, at the Japan Mobility Show in Tokyo.

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