Toyota recently unveiled the IMV 0 concept at the Tokyo Motor Show, a $10,000 electric pickup truck concept targeting commercial buyers wanting simple, affordable capability. The configurable flatbed can transform into anything from a rescue vehicle to an off-roader for adventure seekers.
At just 208 inches long and 70 inches wide, the IMV 0 promises utility and customization in a small, maneuverable package sized between America’s midsize and full-size pickups. Its 121.5 inch wheelbase nearly matches the Toyota Sequoia SUV.
Rumors swirl about a diverse range of powertrains, including diesel, petrol, hybrid, and fully electric options, though Toyota remains tight-lipped on specifics. The base rear-wheel drive models will pack a 137 horsepower 2.0L gas engine with 5-speed manual sending power to the rear or all four wheels.
The spartan IMV 0 goes back to basics. Inside it’s rubber floors, crank windows, and not even a radio or tachometer – just the bare essentials needed to get working. The optional upgrades and pre-drilled body continues that utilitarian theme for owners to customize it to their needs.
This stands in stark contrast to America’s obsession with luxury trucks costing upwards of $100,000 loaded with features more commonly found in high-end SUVs – things like massaging leather seats, 14-inch infotainment screens, and even champagne coolers. The new electric GMC Hummer EV Edition 1, for example, sold out in 10 minutes at $112,595.
The IMV 0 embodies Toyota’s philosophy that trucks should enable owners to work and haul rather than flashy symbols. DIY customizability allows owners to transform it into anything from a little food truck to a overlanding camper or even a race support vehicle.
Unfortunately, import laws and the IMV 0’s slim profit margins on low-cost models mean Americans can’t buy this truck. Prices approaching $15,000 for upgraded models with 4WD and diesel power seem perfect for extreme explorers wanting a simple, fixable truck. But regulations and taxes mean Toyota must limit the plucky IMV 0 to developing markets valuing sheer affordability and customization over amenities.