The price of a brand-new pickup truck in the United States averaged a staggering $59,000 by the end of last year. This is a significant financial commitment for many Americans, especially when you consider that a base model Ford F-150 XL, starting around $35,000, offers nearly the same capability as a top-tier Limited trim costing $85,000. Even the Ford Maverick, currently the most budget-friendly truck available in the US market, still comes with a starting price tag of approximately $25,000. This reality is what makes the Toyota IMV 0 so compelling and attention-grabbing. Imagine a brand-new, practical pickup truck, not quite full-size, available for a starting price of just $10,000. Yes, a functional vehicle capable of towing and hauling, with a design that even turns heads, all for less than half the cost of a Maverick.
There’s just one major catch: it’s highly unlikely we’ll ever see it on sale in the US.
| Quick Stats | 2024 Toyota IMV 0 |
|---|---|
| Engine | 2.0-Liter I4 |
| Output | 137 Horsepower / 135 Pound-Feet |
| Transmission | Five-Speed Manual |
| Drivetrain | Rear-Wheel Drive |
| Base Price | $10,000 |
| On Sale | 2049 (US – Unlikely) |
The automotive landscape in Japan includes a fascinating segment of small, affordable trucks known as kei trucks. These compact machines have gained considerable popularity in the US; however, their legality is increasingly challenged in many areas, even for models meeting the 25-year import rule. The Toyota IMV 0, however, is not a kei truck. While compact, it’s notably larger, almost a foot longer than the Ford Maverick. It’s built on the robust Hilux platform, the global counterpart to the Toyota Tacoma we know in the US. While precise dimensions for the IMV 0 are still emerging, its design philosophy centers on modularity and customization. The pre-production model experienced featured a bed capable of accommodating a standard sheet of drywall, and the cab comfortably seated two adults without feeling overly cramped.
However, comfort isn’t the primary focus in this vehicle.
Stepping inside the IMV 0 reveals a cabin designed for pure functionality. The seating position is upright, with seats directly mounted to the rear of the cab. Forget about spacious crew cab configurations; the IMV 0 prioritizes essential space for two occupants, a minimalist dashboard, and the fundamental controls needed for operation. For those who dislike touchscreen interfaces, the IMV 0 will be a welcome change. It lacks a touchscreen entirely and keeps other controls to a bare minimum. Don’t expect automatic climate control either, as the base IMV 0 doesn’t even include heating. It’s primarily engineered for markets like Thailand and other regions where consistently warm temperatures prevail. Ventilation is provided by standard manual roll-down windows.
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Climbing into the driver’s seat—no power running boards here—you’re met with a gauge cluster displaying only the most crucial information. Forget about advanced safety system readouts; the IMV 0 lacks ABS, airbags, and active safety features. There’s no sophisticated trip computer or trailer monitoring system. The instrument panel is limited to essential warning lights and a speedometer. On the upside, the engine noise from the 137-horsepower, 2.0-liter inline-four engine is readily apparent, eliminating the need for a tachometer. Hard, shiny plastics dominate the interior surfaces. The absence of a factory-installed radio is intentional. According to Toyota engineers, aftermarket audio systems are so prevalent in Thailand that any factory unit would likely be removed and replaced anyway. The result is an interior that embodies the “spartan” aesthetic often used in automotive reviews, representing the absolute essentials for a modern vehicle.
The first encounter with the IMV 0 was at Toyota’s Shimoyama test complex. Starting the engine reveals a modest four-cylinder hum. The floor-mounted shifter moves with a degree of expected looseness due to its length, each of the five forward gears offering only subtle tactile feedback. Positioned behind Toyota’s electric vehicle prototype with a simulated manual transmission, maneuvering the IMV 0 required reversing to create space. There’s no rearview camera, but the thin A and B pillars and the truck’s manageable dimensions made navigating the area filled with valuable prototypes surprisingly easy. This was a stark contrast to the Chevrolet Silverado 2500HD, recently tested, a large vehicle that proved challenging to maneuver in tight parking spaces, even with its 360-degree camera and proximity sensors constantly active, each of its 20-inch chrome wheels precariously close to disaster. In comparison, the IMV 0’s generous tire sidewalls encourage aiming straight for curbs without worry.
Driving the IMV 0 onto the test track, it became clear that the basic truck was being driven too cautiously. Pushing the accelerator pedal to the floor resulted in more engine noise but not a significant increase in speed. Shifting through the gears, up to fifth, requires a deliberate, relaxed motion due to the long shifter throw.
Swerving between lanes, the truck remained stable and predictable, never feeling unstable or losing composure. Driving at full throttle within its performance limits, the IMV 0 felt completely at ease. The IMV 0 is as straightforward as a set of work overalls, and equally appealing in its simplicity. Despite its basic features and modest performance, its inherent charm is undeniable. Even the styling, raw and purposeful, is arguably more attractive than many modern heavy-duty trucks with their excessive chrome, unnecessarily tall hoods, and decorative, non-functional scoops and vents.
Gallery: Toyota IMV 0
The Toyota IMV 0 serves as a refreshing reminder of the essence of a basic pickup truck. This simplicity is precisely why its absence from American roads is disappointing, at least for the next 25 years. A truck this fundamental clashes not only with US safety and emissions regulations but also with the feature expectations of the American consumer market. However, the ongoing success of the Ford Maverick suggests a potential shift in market preference towards smaller, more affordable trucks. Perhaps there’s even room for something as basic as the IMV 0. While the Maverick is commendable, it doesn’t quite capture the rugged, utilitarian spirit of the IMV 0. Introducing a smaller, more purpose-built truck to the US market, a sub-Tacoma inspired by the IMV 0’s philosophy, could be a compelling move for Toyota. If you’ve read this far, you likely agree.
IMV 0 Competitor Reviews:
FAQs
Will The Toyota IMV 0 Be Sold In The US?
Unfortunately, no. The IMV 0 doesn’t comply with US regulations and doesn’t meet the feature standards that American buyers typically expect in a new vehicle.
Can The Toyota IMV 0 Tow?
Yes, it is capable of towing. While official towing and payload figures weren’t available at the time of testing, the gasoline-powered Hilux, which shares the same platform, can tow upwards of 5,500 pounds, suggesting comparable capability for the IMV 0.
How Much Does The Toyota IMV 0 Cost?
The base model IMV 0 has a starting price of $10,000. This entry-level version omits features like climate control, audio, and airbags. Higher-spec versions with additional features may be offered in other markets, but the IMV 0 is fundamentally designed to be an affordable, basic truck.
2024 Toyota IMV 0
Engine 2.0-Liter I4
Output 137 Horsepower / 135 Pound-Feet
Transmission Five-Speed Manual
Drive Type Rear-Wheel Drive
Seating Capacity 2
Towing 3,000 Pounds (est.)
Payload 2,000 Pounds (est.)
Base Price $10,000
