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Toyota Seriously Studying Small A-BAT Truck

Toyota Seriously Studying Small A-BAT Truck

By Marty Padgett's avatar Marty PadgettMarty Padgett February 11th, 2008

Article ImageEnlarge Photo


Toyota Motor Corp. is studying whether there is room for a small truck that would fit underneath the existing Tacoma pickup truck. And in doing so, it’s putting the spotlight on a debate now raging among the industry's designers and product planners.

Don Esmond, Toyota senior vice president, confirmed for TheCarConnection.com that the Japanese automaker is evaluating whether there is room for a smaller truck in its model line.

"We are looking at it," he said.

The new "A-BAT" concept truck displayed at both the North American International Auto Show in Detroit and at the Chicago Auto Show could serve as the model for a new smaller truck, Esmond said.

"It's a pure concept vehicle," said Esmond, adding the Toyota will be looking carefully at the consumer reaction to the vehicle throughout the auto show season. Esmond also noted Toyota's FJ Cruiser started out as a pure concept vehicle and the favorable reaction of auto show crowds helped Toyota decide to put the vehicle into production.

"I think everyone is trying to come out with products the customer doesn't know they want yet," Esmond said.

Toyota isn't the only manufacturer looking at small pickup trucks. Jim Gillette, an analyst with CSM Worldwide in Northville, Mich., noted one of the overriding trends in the car business today is that vehicle segments are getting smaller and smaller. Thus, companies ranging from Suzuki to General Motors have been looking at the small truck segment as a possible new segment or sub-segment.

"Everybody is looking for white space," said an executive with one Japanese automaker who asked not to be identified. In that kind of an environment, the small pickup truck is bound to get attention, the executive said. "I think it would have to be pretty funky-looking to work," he said.

In addition, one reason trucks like the Tacoma and the Nissan Frontier have grown in and succeeded with customers over they years is that they are quite capable for hauling snowmobiles and motorcycles, he added. "The number of people who tow in this segment is huge," he added. Giving up towing capacity could quickly limit sales.

“Everybody asks, 'Why don't you build a simple stripped-down pickup truck like they used to make.' But I'm not sure anybody would buy it," said one GM official, acknowledging there have been discussion about the feasibility of GM bringing small pickup trucks back.

Nevertheless GM has designated its design center at GM do Brazil as a center of expertise for small trucks in its new global product development system, raising the possibility GM also is moving ahead with a truck that would fit underneath the Colorado and Canyon, which company officials insist aren't going to disappear any time soon.

Ford has postponed the death of the Ranger for a least a year and Jim Farley, the company's new group executive for marketing and communication, seems determined to try a rebuild Ranger's sales even though the truck's basic design dates back more than two decades.

Meanwhile, the A-BAT is an example of why other automakers fear Toyota.

The Toyota concept hybrid truck, which offers improved fuel economy and lower emissions, comes with a distinctive un-truck-like profile that has already reminded a lot of observers of Chevrolet's old El Caminos from the 1970s.

The A-BAT isn't exactly an old-school-style truck. It is built on unibody like a car for improved handling and a smoother ride. It also features wireless Internet, a portable battery pack stowed in the center console and a solar panels on top of instrument panel which captures sunlight and converts it to energy used to charge up the navigation system.

The four-passenger A-BAT also features a relatively short, four-foot bed and a bed extender to handle the ubiquitous six-foot long sheet of plywood beyond the tailgate as well as a translucent roof panel, which slides open to allow for tall cargo inside the cab.-- Joseph Szczesny

You missed GM's Denali XT concept from Chicago? Shame on you -- here's your chance to make up for it Enlarge Photo Toyota Motor Corp. is studying whether there is room for a small truck that would fit underneath the existing Tacoma pickup truck. And in doing so, it’s putting the spotlight on a debate now raging among the industry's designers and product planners. Don Esmond, Toyota senior vice president, confirmed for TheCarConnection.com that the Japanese automaker is evaluating whether there is room for a smaller truck in its model line. "We are looking at it," he said. The new "A-BAT" concept truck displayed at both the North American International Auto Show in Detroit and at the Chicago Auto Show could serve as the model for a new smaller truck, Esmond said. "It's a pure concept vehicle," said Esmond, adding the Toyota will be looking carefully at the consumer reaction to the vehicle throughout the auto show season. Esmond also noted Toyota's FJ Cruiser started out as a pure concept vehicle and the favorable reaction of auto show crowds helped Toyota decide to put the vehicle into production. "I think everyone is trying to come out with products the customer doesn't know they want yet," Esmond said. Toyota isn't the only manufacturer looking at small pickup trucks. Jim Gillette, an analyst with CSM Worldwide in Northville, Mich., noted one of the overriding trends in the car business today is that vehicle segments are getting smaller and smaller. Thus, companies ranging from Suzuki to General Motors have been looking at the small truck segment as a possible new segment or sub-segment. "Everybody is looking for white space," said an executive with one Japanese automaker who asked not to be identified. In that kind of an environment, the small pickup truck is bound to get attention, the executive said. "I think it would have to be pretty funky-looking to work," he said. In addition, one reason trucks like the Tacoma and the Nissan Frontier have grown in and succeeded with customers over they years is that they are quite capable for hauling snowmobiles and motorcycles, he added. "The number of people who tow in this segment is huge," he added. Giving up towing capacity could quickly limit sales. “Everybody asks, 'Why don't you build a simple stripped-down pickup truck like they used to make.' But I'm not sure anybody would buy it," said one GM official, acknowledging there have been discussion about the feasibility of GM bringing small pickup trucks back. Nevertheless GM has designated its design center at GM do Brazil as a center of expertise for small trucks in its new global product development system, raising the possibility GM also is moving ahead with a truck that would fit underneath the Colorado and Canyon, which company officials insist aren't going to disappear any time soon. Ford has postponed the death of the Ranger for a least a year and Jim Farley, the company's new group executive for marketing and communication, seems determined to try a rebuild Ranger's sales even though the truck's basic design dates back more than two decades. Meanwhile, the A-BAT is an example of why other automakers fear Toyota. The Toyota concept hybrid truck, which offers improved fuel economy and lower emissions, comes with a distinctive un-truck-like profile that has already reminded a lot of observers of Chevrolet's old El Caminos from the 1970s. The A-BAT isn't exactly an old-school-style truck. It is built on unibody like a car for improved handling and a smoother ride. It also features wireless Internet, a portable battery pack stowed in the center console and a solar panels on top of instrument panel which captures sunlight and converts it to energy used to charge up the navigation system. The four-passenger A-BAT also features a relatively short, four-foot bed and a bed extender to handle the ubiquitous six-foot long sheet of plywood beyond the tailgate as well as a translucent roof panel, which slides open to allow for tall cargo inside the cab.-- Joseph Szczesny You missed GM's Denali XT concept from Chicago? Shame on you -- here's your chance to make up for it

Tags: Pickups, Chicago Auto Show, Detroit Auto Show, Shoppers, General Motors

Posted in: 2008, Toyota, Tacoma



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Responses (29 total)

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  1. By Matt #1, Posted: 2/11/2008

    I'm not sure if six-foot long sheets of plywood are ubiquitous, but the eight-foot ones are pretty popular. The average Home Depot shopper might not haul them very often, but if the truck bed is too small, you might just as well buy a small trailer for your car. That seems like the more cost-effective solution for this little bit of utility.

  2. By brian #2, Posted: 2/11/2008

    Full-Sized V8 pickups are dinosaurs long overdue for extinction - most folks who purchase them don't use the excess space and capacity on a regular basis anymore than most SUV drivers take their glorified stationwagons off road.

    For 90 percent of the people who buy trucks, this is the type of truck we need.

  3. By garry #4, Posted: 2/11/2008

    Small pickups should be on the rise with a declining economy and higher gas prices. Toyota is on the right track, although I'm not sure a 4 foot bed makes any sense. The whole idea of a pickup truck is so that we can haul some things from Home Depot and Lowe's that cannot fit into our SUVs....longer things like 8 foot lenghts of wood. I'd build a small 4 cylinder truck with a 6 foot bed, make it stylish with larger rims on it, and it will fly off the showroom floors!

  4. By bill #5, Posted: 2/11/2008

    I live in a place where many folks have a job that is 30 miles or more one way by freeway. Most own pickups but would flock to a suburban light hauler with primo gas milage. Avg person is alone on the way in and back home. Hybrid fits the bill to grab groceries, sacks of cattle feed, get the kids to practice, ect.

    They got a winner here if they go into production.

  5. By G-Man #6, Posted: 2/11/2008

    I am interested in this and would seriously look at purchasing one if Toyota decides to build it.

  6. By  DonYan #7, Posted: 2/11/2008

    Toyota's A-BAT (another super-uggly one...), should get YES rights, manufacture it, AND DISSAPEAR TOGETHER from the picture FOREVER !!!
    DonYan

  7. By Seano #8, Posted: 2/12/2008

    This isn't a new segment......outside North America seemingly every major brand has a light pickup (although we tend to call them 'full size').....the Ford Ranger/Mazda BT50 is just one example, the Holden (soon to be Pontiac G8) Ute is another.

    Others include the Toyota Hilux, Mitsubishi Triton, Izuzu/Holden Rodeo and the Ford Falcon Utility (...especially the RTV version).

    But what is different is that typical north american big arse ute styling of the A-Bat and the Denali....which is just sooooooooooooooooooo ugly. I can assure one and all that if they look like that then no-one outside North America is going to do anything except laugh under their breath and walk away......because you'd just look stupid.....there is nothing cool about the A-Bat/Denali

  8. By R Mastin #9, Posted: 2/12/2008

    Even a full size truck with a small bed , 6ft , wont hold a 4x8 sheet of plywood so you just lower the tail gate. Same could be done here , with a few tie downs to keep it from sliding off the bed. If it gets any were near the the MPG of the Prius they wont be able to keep them on the dealership lot.

  9. By Tote #10, Posted: 2/12/2008

    According to Toyota, the ubiquitous 8 foot piece of plywood should fit when the seats are folded, the mid gate opened and the bed extender deployed. I don't know where the six foot quote came from. (maybe a typo?)

    For years and years, everytime a vehicle comes out that is not in the mainstream of styling, I have heard people refer to it as ugly, then it goes out and sells like crazy and suddenly every other Mfg. has vehicles looking like it.

    The A-Bat appears to be a beauty is as beauty does situation and would probably take off in sales, just like the Prius did. I don't hear as many people saying that the Prius is ugly, but they did when it first came out.

    If Toyota builds the A-Bat, I, along with hudreds of thousand other people will surely buy it; as it just makes too much sense in this world of crazy polititions who have bought into the global warming nonsense.

    By the way, 20 miles from my home we have had over 500 inches of that white global warming stuff on the ground.

  10. By PCar #11, Posted: 2/12/2008

    This has to be the ugliest thing from Toyota in a long time. Looks like someone needs to take a-bat to it.

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