Toyota: Remember Your Brand…. We Want the Hilux
Some time back, I posted an open letter to Toyota and Honda. If you want to know how far back, think Google Plus. Remember that platform? I think more people remember MySpace. Yes, I played around with the Google Plus platform. You have to love Google, right? They try, aren’t scared to fail, learn, and rebuild.
When I wrote this open letter, my request was simple. It was a request for Toyota or Honda to build a simple side-by-side pickup. They could have a harness in the dash for a stereo. They could just run wires for speakers if people wanted to hook them up. Install crank windows. Basically, build a pickup that is super simple. A pickup that would go places where a side-by-side could. Also, make it minimally street legal.
I wrote this to Toyota and Honda because they are experienced. Toyota has experience making small trucks with a transfer case. Honda could pull on their ATV team to build the small truck. They also have experience with AWD systems. I think Acura won an award or something or other.
My point: build a small, affordable, and fun vehicle that people could go out and enjoy.
Fast Forward to Today
I am still looking for a fun car to replace the motorcycle itch. I want my kids to experience a manual transmission and learn how to drive it. I don’t want to go much beyond 15K, and this has proved to be a challenge.
The other thing that I want is something fun to drive while I am running the kids around town. I mean, who doesn’t want a dad to pick them up in something other than a suburban, minivan, or even a 4Runner? I do love my 4Runner, but in mountain towns everyone has a 4Runner. If you really want to blend in and be mundane, then buy a Jeep in a mountain town.
I like to research, and so it has been fun trying to find something fun. I want something with a manual so it is engaging to drive. I want a driver’s vehicle. I realize that I want what they don’t make. Something that will drive over the rocks on a mountain pass while carving canyon roads right up until they end. I even considered safari Miata and Baja bugs. Well, they are still on the list.
TFL Ruined… or Improved My Day
Monday morning I was chatting with a dealership about a BRZ. I am still kicking that one around, but I turned on the TV while I finished my last cup of coffee. I opened YouTube on the Apple TV, and TFL shows up with this really cool-looking Toyota truck. I thought, “Hey, maybe Toyota saw my rant a while back?” This is a single cab. 4.0L motor that they put in my 4Runner. It was an auto… blah…. but the truck was simple. I mean, it had AC and some other things, but simple! If they made it with a manual, I would have written a check!
I would like to think that Toyota saw my rant and has lost lots of sleep. However, I highly doubt it. I think it is more likely they have noticed that 4Runners and Tacomas sell like hot cakes. I doubt they even saw my rant, but I would love it if they did.
(The TFL Video that motivated me for this post. They are to the point and have some real data from Toyota reps.)
What I love about this truck. If you skip ahead to 5:20 Don, the US marketing dude, gives the rundown.
Buttons! I love having real buttons. You can find the button by feel rather than scanning a screen. If you are bouncing around it is tough to operate the controls. A button: you find it, slide it/push it, and you continue to drive. The climate control has buttons. I love it! I walked away from a WRX because of the touch screen. Hate it!
The 4WD is awesome!
4.0L v6. This is the motor in my Runner. It is not fast, but it is a tractor motor that just lugs all day long. It is a great motor.
The Open Deck - Flatbed! That is so cool. You can drop the sides, build a rack, and do all sorts of things with it.
The Hilux has a 200 lb payload and 5500 LB of towing. You can haul a lot of stuff with you in this setup.
Disk brakes are an awesome start! No need to figure out a conversion. I guess this is standard now, but very nice.
The truck is engineered to be off-road capable... interstate? We don’t need no stinkin’ interstate.
Locker from the factory
Basically, the FJ Cruiser/4Runner…. drivetrain. This will be easy to source spare parts.
Toyota is listening. “Heard the voice from the internet and customers….” This is one of those things that you have to tell Toyota, “Yes, please! I can buy a bigger Christmas tree so this can fit.”
I would like to see
Built-in switch box like the Jeeps have. My neighbor showed me his, and it is really slick! You just attach wires to their built-in switch panel. Nice! This would mean that Toyota could include the lights, or we bring our own lights!
Manual transmission! Please allow us to have a manual transmission.
Locker in the front as well.
A truck that is under 20K. Seriously, I don’t need fancy things.
Washable interior like the FJ Cruiser or CJ Jeeps!
Unfortunately, they will not give the price! If they could build one that is a basic work truck with 4WD and a locker for under 20K, that would be amazing!
Vinyl seats are great. I know it is only two seats, but I would consider welding down some mounts for a seat in the back and seatbelts. Heck, you could make a small toolbox, bolt some seat belts to the thing, and put a pad against the cab. I wouldn’t do serious technical stuff with people in the back, but it would be great for driving around the woods or shuttling mountain bikes. Basically, I would make it into a really capable original Subaru Brat.
I would try to register this for street use. I would not expect to run it miles down the interstate, but to get to really backwoods mountain bike sites, this thing would rock! My ideal scenario is shuttling kids around. Think about it? You run your kid across town and take your favorite back road. You can throw your MTB in the back and hit some trails. Who cares if you are muddy? All you have to do after getting it muddy is hose off the inside and use some Dawn dish soap to wipe it down. It is something that you should not expect to run miles down the interstate. I can take secondary roads, gravel roads, and enjoy the ride! I really wish this were something that could be registered and driven on the road.
So, I know that this is a little away from my usual vibe, but this would be a great family rig. Think about taking the family hiking! You could follow up the family van, and then when the road turns fun, or some say, “bad”, just have people jump in the back and keep heading up the road. I will not pay 35K for it.
Conclusion
I hope Toyota builds this truck. I grant that it is not necessarily the most family-friendly road trip vehicle. I mean, you can only have two people up front; there is no room for the kids, and the list might continue. It is not going to go down the freeway. We can continue to list the negatives. Honestly, if you only see the negatives, then this vehicle is not going to work for you.
However, if you want to get the family out in the woods, this might be a fun vehicle to get your family to the next camping spot. I envision the comfort of the 4Runner, or maybe sell the 4Runner and buy a Sequoia to use for fire roads. In fact, I can caravan out to a campsite with the family cruiser and this wheeler. I can haul the heavy stuff on the Hilux, and then do some real exploring once camp is set up! I see an advantage to having two rigs in the woods. Where we live, it can snow without warning year-round. The payload numbers on this Hilux mean that the Hilux can tug out another vehicle, so the family fun is not ruined!
I hope Toyota remembers the simple people who appreciated Toyota’s reputation for simplicity and endurance. I would love to see that come back. It seems that their modern trucks have lost this branding. I don’t care about power tailgates. I want something that I can pass to my kids and grandkids that is dented, but still keeps running. A truck with Mater memories where the kids remember the dents from the different camping or wheeling trips. This Hilux potentially brings Toyota back to its roots.
Don’t miss more ideas to get out with the family.
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