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What was the Toyota pickup called in Japan?

In Japan, the Toyota pickup was called the Hilux.

The Hilux lineage began in the late 1960s and has remained Toyota's flagship light-duty pickup in many markets, including Japan. While the United States and some other regions once used the separate name Toyota Pickup before switching to the Tacoma in the mid-1990s, Japan and most of the world retained the Hilux branding for the pickup version. The Hilux family also includes related models such as the Hilux Surf, an SUV variant developed for domestic markets.

Origins and market naming

Key points about how the Hilux name originated and how the model was branded in Japan versus other regions.

The Hilux name was introduced with Toyota's light pickup in 1968, signaling a focus on a compact, durable utility vehicle.

In the Japanese domestic market, the pickup continued to carry the Hilux branding, aligning with Toyota's global naming for the line.

In the United States and some other markets, the pickup was marketed as Toyota Pickup for several years, before the mid-1990s shift to the Tacoma name for the mid-size companion.

The Hilux platform in Japan also gave rise to related models, notably the Hilux Surf, which served as the SUV/wagon variant derived from the same lineage.

Across regions, the branding tells a story of how Toyota leveraged the Hilux name for the core pickup while adapting to regional naming preferences and expanding the family with variants such as the Hilux Surf.

Japan-specific variants and branding

In Japan, Toyota leveraged the Hilux platform to offer a range of body styles beyond the straightforward pickup, including SUVs like the Hilux Surf, reflecting a broader approach to the Hilux family in the domestic market.

Global naming differences in perspective

Globally, the Toyota pickup has followed different branding paths: Hilux in many markets, Toyota Pickup in North America for a period, and Tacoma emerging as the mid-size successor in the United States in the mid-1990s. The Hilux name remains a core identifier for the Japanese market and for many other regions around the world.

Summary

The short answer is that the Toyota pickup was called the Hilux in Japan. The name has deep roots dating to the late 1960s and has persisted in the domestic market, even as other regions experimented with different names such as Toyota Pickup and later Tacoma. The Hilux family also includes related variants like the Hilux Surf, illustrating how Toyota built a broader lineup around this iconic platform.

Why is Hilux not sold in the US?

The Toyota Hilux is not sold in the US primarily because the Tacoma is the equivalent model for the North American market, and the Hilux is not designed to meet US safety and emissions standards. Importing a new Hilux would be prohibitively expensive due to the "chicken tax" (a 25% tariff on imported light trucks) and the cost of engineering it to meet strict US regulations.

Market and regulatory factors

US market equivalent: The Tacoma was developed as Toyota's US-market small pickup, replacing the older Toyota Pickup (which was the US version of the Hilux) after 1995. The Tacoma is built in the US and Mexico, allowing it to avoid the chicken tax.
US safety and emissions standards: The Hilux is built to global standards, not the specific and strict US Federal Motor Vehicle Safety Standards (FMVSS) and EPA emission regulations. Modifying the Hilux to meet these standards would be very costly for Toyota.
"Chicken tax": A 25% tariff on imported light trucks makes it significantly more expensive to import the Hilux compared to building the Tacoma in North America.
Lack of incentives: Since the Tacoma already fills the small to medium pickup segment for Toyota in the US, there is no business incentive to introduce the Hilux and face the high costs and regulatory hurdles.

How to get a Hilux in the US

Older models: You can legally purchase a Hilux model from before 1995, when it was sold in the US under the name "Toyota Pickup".
Importing: You can import a Hilux model that is over 25 years old, as it would be exempt from certain regulations. However, this can still be an expensive and complex process.
Aftermarket options: There are some aftermarket companies that work to bring newer models into the US by meeting the necessary compliance, but these can also be very costly.

What was the 80s Toyota truck called?

In the 1980s, Toyota trucks were called the Toyota Pickup or simply "the truck" in North America, while the international name was the Hilux. The 4Runner, an SUV version based on the truck, was also introduced during this decade.

North America: The trucks were officially called the Toyota Pickup or "the truck". An optional package, the SR5, was so popular that it was often used as a de facto model name.
International: The truck was known globally as the Hilux.
SUV Version: The first-generation 4Runner was launched in the mid-80s, essentially a pickup with a removable roof and an extra cab. In other markets, it was called the Hilux Surf.

Is the Hilux just a Tacoma?

No, a Tacoma is not the same as a Hilux, although they share a common history. The Tacoma was developed specifically for the North American market after 1995 and is engineered with features like a more comfortable ride and modern technology, while the Hilux is a global model often focused on commercial and utilitarian performance, commonly available with a diesel engine.
Key differences between the Tacoma and Hilux

Feature	Toyota Tacoma	Toyota Hilux
Market	North America	Worldwide (except the US)
Focus	Lifestyle and personal use	Commercial and utilitarian use
Engine	Primarily gasoline V6 and 4-cylinder engines	Often features diesel engines
Design	Engineered for comfort and ride quality	More focused on ruggedness and durability
Platform	Uses a different, more premium platform	Uses the IMV platform

Before 1995, the Toyota trucks sold in North America were essentially the same as the global Hilux, though they were often badged as "Toyota Pickup".
Toyota launched the Tacoma in 1995 as a distinct model to better suit American preferences, separating its development path from the Hilux.

What is Hilux called in Japan?

Toyota Hairakkusu
The Toyota Hilux (/tɔɪˈjoʊtə ˈhaɪ.lʌks/; Japanese: トヨタ・ハイラックス, romanized: Toyota Hairakkusu), stylised as HiLux and historically as Hi-Lux, is a series of pickup trucks produced and marketed by the Japanese automobile manufacturer Toyota.

Kevin Bennett

Company Owner

Kevin Bennet is the founder and owner of Kevin's Autos, a leading automotive service provider in Australia. With a deep commitment to customer satisfaction and years of industry expertise, Kevin uses his blog to answer the most common questions posed by his customers. From maintenance tips to troubleshooting advice, Kevin's articles are designed to empower drivers with the knowledge they need to keep their vehicles running smoothly and safely.