The price of new trucks in the United States has reached eye-watering levels, with the average hovering around $59,000 at the close of last year. This steep cost makes you wonder if paying nearly double for a luxury trim is really necessary when even a base model like the $35,000 Ford F-150 XL offers comparable capability to its high-end $85,000 Limited counterpart.
Even when considering the supposedly budget-friendly options, the “Most Affordable New Truck” currently on the US market, the Ford Maverick, still starts at a considerable $25,000. This is precisely why the Toyota IMV 0 immediately grabbed attention. Here’s a brand-new truck, not quite full-size but certainly practical, boasting a starting price of just $10,000. Imagine – a capable machine for towing, hauling, and even turning heads, all for less than half the price of that already “affordable” Maverick.
There’s just one major catch that will disappoint US truck enthusiasts: the Toyota IMV 0 is unlikely ever to reach American shores.
| 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) – Hypothetically |
The Essence of Simplicity in a Truck
Japan has a rich history of small, economical trucks, the kei trucks, which have gained a cult following even in the US. However, despite their rising popularity, kei trucks are facing increasing legal restrictions in many US states, even those that technically comply with the 25-year import rule.
The Toyota IMV 0, however, is not a kei truck. While compact, it surpasses the Maverick in length by almost a foot. It’s built upon the robust Hilux platform, globally recognized as the equivalent of the Toyota Tacoma in the US market. While precise dimensions for the IMV 0 remain unspecified, its modular design is key, allowing for customization to various needs. The pre-production silver model showcased a bed capable of accommodating a standard sheet of drywall, while the cabin comfortably seated two adults.
Comfort, however, is not the priority here. The IMV 0 is about providing essential utility in a straightforward package.
Contractor-Grade Appeal
Inside the IMV 0, functionality takes precedence. The seating position is upright, with seats directly mounted to the cab’s rear. Forget about a spacious crew cab; the focus is on a functional space for two occupants, a basic dashboard, and only the necessary controls for operation.
For those who dislike touchscreen interfaces, the IMV 0 is a breath of fresh air. It lacks a touchscreen entirely and minimizes other complex controls. Forget automatic climate control; the base IMV 0 doesn’t even offer heating. Its primary target markets are Thailand and similar regions where consistently warm temperatures prevail.
Ventilation? Standard – simply crank down either of the two windows manually.
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Climbing into the driver’s seat – no power running boards here – you’re greeted by an instrument cluster stripped down to the essentials. Active safety system information is absent because the IMV 0 lacks such features, along with ABS and airbags. There’s no advanced trip computer or trailer monitoring system. Just essential warning lights and a speedometer – that’s it. Fortunately, the direct connection to the 137-horsepower, 2.0-liter inline-four engine means the engine’s sound serves as your tachometer.
Hard, shiny plastics dominate the interior, and the absence of a radio is deliberate. Toyota engineers noted that aftermarket audio systems are so prevalent in Thailand that factory-installed units are often removed anyway. The result is a truly spartan environment, embodying the term in its purest automotive sense.
The Perfect Tool for Basic Tasks
The first encounter with the IMV 0 was at Toyota’s expansive Shimoyama test facility. Starting the engine, the 2.0-liter four-cylinder came to life with a practical hum. The floor-mounted shifter, with its lengthy throw and somewhat imprecise engagement, managed the five forward gears.
Positioned behind Toyota’s electric vehicle prototype with a simulated manual transmission, maneuvering the IMV 0 required a reverse move to gain space. No rearview camera here, but the slender A and B pillars, coupled with the truck’s compact dimensions, made navigating the area filled with valuable prototypes surprisingly easy.
This was a stark contrast to the recent experience with a Silverado 2500HD, a large truck that felt cumbersome in tight parking spaces, even with 360 cameras and proximity sensors constantly beeping as its 20-inch chrome wheels narrowly avoided disaster. In comparison, the IMV 0’s high-profile tires and nimble size encouraged aiming directly for curbs without worry.Taking the pre-production IMV 0 onto the test track, it became clear this basic truck was meant to be driven without excessive caution. Full throttle resulted in more engine noise than rapid acceleration. Shifting through the gears, up to fifth, required deliberate, unhurried movements due to the long shifter.
Lane changes were executed with surprising ease. The IMV 0 felt stable and controlled, never hinting at instability or loss of composure. Driving it flat-out at moderate speeds was unexpectedly enjoyable and stress-free.
The IMV 0 is as straightforward as durable work clothes, and equally appealing in its simplicity. Despite its limited features and modest performance, its inherent charm is undeniable. Even its styling, raw and functional, is arguably more appealing than many oversized, chrome-laden trucks with unnecessary design flourishes.
The Unlikely American Dream
Toyota’s IMV 0 serves as a refreshing reminder of the essence of a basic, functional truck. This is precisely why its absence from the American market is disappointing. It seems unlikely to appear on US roads for at least another 25 years due to regulations and shifting consumer expectations. A truck this basic clashes with both US safety standards and the features American buyers now expect in new vehicles.
However, the ongoing success of the Ford Maverick suggests a potential market for smaller, more affordable trucks in the US. Perhaps there’s room for something closer to the IMV 0’s philosophy. While commendable, the Maverick isn’t exactly a rugged workhorse. It lacks the raw, utilitarian purpose that the IMV 0 radiates. A smaller, more focused truck from Toyota, positioned below the Tacoma and embodying the IMV 0’s practicality, would likely find an eager audience in the US. If you’ve read this far, you probably agree.
IMV 0 Competitor Reviews:
FAQs
Will The Toyota IMV 0 Be Sold In The US?
Unfortunately, no. The IMV 0 does not meet US safety and emissions regulations, nor does it align with the feature expectations of the typical American new car buyer.
Can The Toyota IMV 0 Tow?
Yes, it is capable of towing. While Toyota hasn’t released official towing and payload figures for the IMV 0, the gasoline-powered Hilux, which shares its platform, can tow in excess of 5,500 pounds. It is estimated the IMV 0 could likely handle around 3,000 pounds of towing and 2,000 pounds of payload.
How Much Does The Toyota IMV 0 Cost?
The base model IMV 0 starts at approximately $10,000. This entry-level version is very basic, lacking climate control, audio systems, and airbags. Higher trim levels with more features may be offered in some markets, but the IMV 0 remains fundamentally a budget-friendly, no-frills truck.
2024 Toyota IMV 0 Specifications
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
