$10,000 Toyota IMV 0: A No-Frills Truck America Can't Have
2025-03-28
In a US market where new trucks average $59,000, the $10,000 Toyota IMV 0 is a game-changer. This compact pickup, based on the Hilux platform, lacks modern amenities like touchscreens and safety features, but it boasts surprising practicality and ruggedness. It offers a surprisingly spacious bed and cabin, and its manual transmission and rear-wheel drive provide a pure driving experience. While currently only available in developing markets like Thailand, and unavailable in the US, it presents a compelling argument for a simpler, more affordable truck. It suggests a potential shift in market demand towards smaller, cheaper, and more utilitarian vehicles.