Over the years, Toyota has branded itself as a carmaker focused on innovation and producing reliable vehicles in the automotive industry. Recently, it acknowledged that SUVs and pickups have become out of reach for their original customers. In response, Toyota introduced the IMV 0, a revolutionary model that provides practical solutions to everyday needs and offers new opportunities for the modern consumer. Here are 15 things you should know about this perfect $10,000 Toyota truck—and why Americans aren’t rejoicing at the unbelievably low price.

New Kid on the Block

When Toyota introduced the IMV 0 to the world in late 2023, they explained that it was a fresh addition to the light commercial vehicle category. This new light truck is a budget-friendly alternative to the well-established Toyota Hilux pickup truck. It has the stylish appearance of the Land Cruiser 70 Series and made its first appearance at the 2023 Japan Mobility Show.

Concept Car Roots

The IMV 0 debuted as a concept car in December 2022, presenting Toyota’s concept for a customizable electric pickup before becoming available in dealerships. Its electric design gained attention and showed Toyota’s evolving vision for light commercial cars. However, when they released the production model of the IMV 0 in Thailand in November 2023, it had traditional gasoline and diesel engines. While the concept initially hinted at an electric future, the current version appeals to a broader market with in-demand powertrain options.

Double Duty Design

Toyota built the IMV 0 in short and long-wheelbase body styles for those with various needs, including hauling and cargo space. A drop-side flatbed with a tailgate is operated by rotating and sliding pins on each side. It also has a bed step for easy access, numerous flat spaces for item attachment, and roof rack mounting points on the cab’s upper sides. The standard features include a load-sensitive proportioning valve with optional ABS due to challenges in installing heavier-duty rear axles.

Engine Choices

The short-wheelbase IMV 0 model has either a 2.0-liter gasoline engine or a 2.4-liter turbo diesel engine for people with different driving needs. As for the long-wheelbase, Toyota designed it for those who want more power and towing capacity with a reliable 2.4-liter turbo diesel engine. Buyers can easily upgrade the Hilux chassis for higher GVWR and choose between gas or diesel 4-cylinder powertrains.

Affordability Focus

This truck distinguishes itself with its unbelievable price tag as it targets budget-conscious buyers who can’t reach the pricier Hilux. The regional chief engineer, Dr. Jurachart Jongusuk, emphasized the carmaker’s focus on designing a functional automobile at a competitive price based on specifications from essential customer feedback. He also shared insights into Toyota’s cost-cutting efforts, explaining that it used lean manufacturing practices in its development to reduce expenses.

Thailand as First Adopter

With positive feedback, the IMV 0 debuted in Thailand in November 2023, hinting at its success across Southeast Asia markets. Somehow, Toyota is giving Thai customers a unique proposition by offering a partially completed automobile and encouraging them to customize the remaining 30 percent to suit their preferences. Toyota Thailand promises to connect buyers with a specialist shop for whatever they need, including customization.

For Work and Beyond

According to Toyota, the IMV 0 can handle purposes other than work and recreation. At the show, they showcased a version transformed into a mobile pop-up coffee shop. Computer images also highlighted its potential as an Overlanding camper, a race support vehicle, and more. While these were its initial concepts, they expect owners in developing nations to use the IMV 0 for more solutions such as food trucks, off-road adventures, or emergency services.

Away With the Fluff

Several features are missing from this Toyota, including armrests and touchscreen controls, and as expected, it’s relatively faster than the average light truck. Also, the IMV 0 doesn’t have automatic climate control or heat, as the automaker built it for markets with stable temperatures like Thailand. The air conditioning is standard and works by letting down the windows with simple hand cranks.

A Simple Interior Without a Single Care About Luxury

For prospective buyers who want an idea of the interior, the driver’s seat has a dashboard with a simplistic gauge cluster and no power running boards. The automobile lacks active safety systems, airbags, intricate trip computers, or trailer monitoring. Although it has the essential warning lights and a speedometer, the truck doesn’t have a tachometer. Also, this sparse interior filled with hard plastic lacks a radio, a deliberate omission due to prevalent aftermarket audio trends in Thailand.

Too Good To Be True

Although many critics maintained that a $10,000 pickup truck is almost impossible, the Toyota IMV 0, now called the Hilux Champ in Thailand, has proved them wrong. The brand expects the model to sell well in the Middle East because simple, dependable, light-duty pickups are needed for agricultural and manual labor. While its price may start at 459,000 Thai Baht or over $13,000 due to inflation in the coming years, it remains a competitive deal compared to the 2024 Tacoma, priced at $32,995.

Competitors Almost Do Not Stand a Chance

There is tough competition in the light commercial car market that IMV 0 faces. However, it has a practicality and affordable price tag that many competitors may not match for now. It also has enough customization options to attract buyers looking for specific solutions.

An Additional Chapter for Toyota

Toyota’s entry into this vehicle segment is important for its future growth and potential lineup. Quoc Tien hinted at the platform extending beyond pickup trucks to possibly accommodate a full-size SUV like the next-gen Fortuner. With current Fortuner prices slightly rising, releasing this more budget-friendly version is the ideal solution.

A Sign of Things to Come

Despite the released model’s gasoline and diesel engines, the carmaker still considered fuel economy, cost-effectiveness, and utility. Toyota plans to introduce a robust hybrid version, possibly with an advanced powertrain from the Innova Hycross.

Reliable Performance 

Featuring a 2.0-liter turbodiesel DOHC 16-valve I-4 engine, the automobile is estimated to produce around 139 horsepower and 136 lb-ft of torque. It also has a 2.4-liter DOHC 16-valve I-4 engine that produces about 150 hp and 253 lb-ft of torque. In addition, the IMV 0 has a 5-speed manual transmission with rear-wheel drive or 4-wheel drive configurations. Its curb weight ranges from 3,300-3,500 lbs and a 2,200-pound hauling capacity, with 2-3 passengers in a 2-door truck layout.

Why This High-Value Truck isn’t Available in America

With a scheduled release by 2025, Toyota focuses on ASEAN markets and those permitting the omission of airbags and ABS. While the IMV 0 represents the ideal fundamental truck, its introduction into the US remains slim due to regulations on safety and emissions. Also, the 25% tariff on imported light trucks from specific countries (including Thailand) makes it more expensive to sell in the US.