In the '70s and '80s, compact pickup trucks became a significant segment -- practicality in droves and easy and inexpensive to own. But then, trucks like the Toyota Tacoma, Ford Ranger and Nissan Frontier got larger over the years to suit larger Americans.
"People grew, and they want more shoulder room, is what kinda happened," said Tim Esterdahl, who operates the website PickupTruckTalk.com, as well as a related podcast.
With former compact models having grown into mid-size, Ford did something interesting a few years ago by introducing the Maverick. It was the return of the compact truck, the success of which surprised even Ford.
"When it first launched, they were shocked by the response. It was sold out for months, and even for a couple of years, people couldn't get their hands on these things," said Esterdahl.
Hyundai wasn't far behind in bringing out the Santa Cruz, using the same formula Ford did -- use the platform of a compact SUV, but turn it into a pickup truck.
"The Hyundai Santa Cruz was much more upscale. It's more elegant looking, and they do sell less of those," Esterdahl noted.
Now, new variations are being developed to increase their appeal even further. Ford has off-road-focused versions of the Maverick, but this year, they brought out the Lobo -- a street-truck vibe inspired by the custom mini trucks of the '80s, for a starting price of $41,425.
Also new in 2025, Hyundai gave the Santa Cruz some off-road chops with an XRT version. It's not ready to climb boulders, but it is certainly capable of getting off the pavement, and of course, looking the part, for a base MSRP of $40,100.
With the success of the Maverick, and to a lesser extent, the Santa Cruz, could other auto makers be considering jumping into the compact pickup market?
Esterdahl says there are obstacles at Toyota and Nissan, both the subject of recent small truck rumors.
"I think personally, whenever Toyota or Nissan need a good bit of PR, they're like 'Psst... working on a compact truck, pass it along,'" he noted, somewhat tongue-in-cheek. "It makes a lot of sense when you think about it from a consumer standpoint. Why not just do that? But when you look behind the scenes at what's going on in their businesses, I'm not sure it aligns with where their businesses are at this moment."
No, they're not like the small trucks of the past, but they are the smallest pickups you can buy today, and offer the ride and features of a small SUV, with that handy bed out back.