Toyota EPU pickup concept revealed, new Ford Maverick fighter?

The internet is abuzz after the Toyota EPU concept was revealed showing what could be a precursor to a Ford Maverick fighter.

This EV concept truck was shown at the 2023 Japan Mobility Show along with a variety of other mobility ideas AND a Land Cruiser EV concept.

Toyota EPU concept

What is the Toyota EPU concept? We don’t have many details except for these bullet points from Toyota.

• Next-generation mid-size pickup truck concept, with a monocoque body delivering high durability to create a practical yet stylish BEV. At just over 5 meters long with a double cab design, the EPU’s monocoque structure also allows for a versatile deck space that caters to a broader range of user applications.
• The rear of the cabin links boldly with the deck to accommodate diverse user preferences, supporting a wide range of mobility lifestyles, including outdoor activities.
• BEV quietness is accompanied by packaging with a low center of gravity for superior handling stability and ride comfort.

We also can see the spartan like interior common among EVs and a new NEO Steer steering wheel made for lower-limb amputees.

Toyota says this “cockpit concept based on motorcycle handlebars, integrating the functions of the accelerator and brake pedals into the steering wheel.”

They say this design allows for better visibility and it will “help foster greater love for cars, and deliver the joy and excitement of mobility for all.”

Toyota provided some specifications:

Length (mm) / Width (mm) / Height (mm)
5,070 / 1,910 / 1,710
Wheelbase (mm)
3,350
Passenger capacity
5

Those metrics translated into feet are as follows:

Length: 16.64’
Width: 6.27’
Height: 5.6’
Wheelbase: 11’

For reference, the Ford Maverick dimensions are:

Length: 16.67’
Width: 6.08
Height: 5.75’
Wheelbase: 10.09’

Basically, the Toyota EPU concept is very close to the same size of a Ford Maverick.

Why a Ford Maverick fighter?

That Ford Maverick size has been a big hit with consumers with the automaker unable to satisfy demand. The question has been when will other competitors come out like Toyota?

They have hinted they are working on something and it could be as simple as taking a Corolla Cross into a pickup.

This concept could be the beginning of such a vehicle coming to the U.S. Concepts are a great way to further judge customer demand for a vehicle.

The bottom line

Yes, this is an EV concept from Japan. However, I think there’s a lot more to this concept than meets the eye. I could see a simple hybrid powertrain put into this and it could be a big hit for the U.S. market that has recently cooled on EVs.

If I had to place a wager on it coming to fruition, I’d go all in with as many poker chips as I have at the table.