Can Toyota take down Ford as the king of off-road pickups?

The secret is out: Toyota is planning to build a crazy Baja-blasting version of the Tundra pickup. Does it stand a chance against the Ford F-150 Raptor? And why are we so obsessed with uber off-road trucks in America anyways? We've been on top of this story since 2022, when a source tipped us off that the model was in development. Things went quiet for a while, but earlier this month we uncovered a trademark filing from Toyota for the name "TRD Hammer," and another source confirmed the name would be used for a high-speed, desert-runner pickup to compete with the Ford Raptor and the Ram TRX, plus a few more key specs. This week, Kyle and Joel are spilling the details our reporting uncovered, explaining how we tracked the story over four years, and breaking down the complex reasons why factory off-road pickups and SUVs have become more outrageous—and more popular—than ever before. Plus, what it means for the multibillion-dollar aftermarket industry that's seeing automakers take a bite out of their business. Stories mentioned in today's episode: A Raptor-Fighting Toyota Tundra Desert Truck Is In Development: Source Looks Like the Toyota Tundra Raptor Rival Has a Name: TRD Hammer Toyota’s Tundra TRD Hammer Targets V6 F-150 Raptor With Hybrid Power and 37-inch tires Why a simple new truck has to cost over $70,000 in 2025 (YouTube) 2026 Ford Mustang Raptor Rumor Sounds Too Crazy To Be True … or Is It? 00:00 Intro 02:10 The battle heats up 05:19 How Ford made the market 08:23 Toyota's secret revealed 25:55 Why GM is MIA 30:25 Why the off-road business is booming 45:17 Outro Learn more about your ad choices. Visit megaphone.fm/adchoices