US roads and highways have historically followed the mantra "Go big or go home."
It's part of the reason why Ford's F-series of truck has been the country's top-selling vehicle for the past 40 years.
But things may be changing: While Americans still love trucks, those trucks may be getting smaller: Tiny and compact trucks are finding a market in the US, demonstrating that bigger doesn't always mean more popular.
The popularity of Kei trucks, a designation given to Japanese-manufactured mini trucks of any brand with tiny engines and diminuitive statures, are emblematic of the trend. Their compact size makes them maneuverable and able to fit into tight spaces, while still having load capacity.
"Every single year for the past seven years, we've been increasing our sales overall, and a huge chunk of that is Kei vehicles," Matt Matusiak, the president of importer Japan Car Direct, told Insider. "It's probably our most-searched term, and that's what brings most people to our website."
They are also affordable, with the cheapest mini-truck costing as little as $5,000.
Still, the small vehicles have a long way to go before they threaten big mainstays: In 2022, for instance, Ford's F-series pickup accounted for the top selling vehicle in 14 states. Meanwhile, the best selling vehicle in every state was either a pickup or crossover SUV — except for Florida, where the Toyota Corolla took the top spot, according to data from Edmunds.
As for Kei trucks: They're still manufactured, but versions from the 1990s are particularly popular with US consumers because they can be imported without having to abide by the range of Federal Motor Vehicle Safety Standards due to the National Highway Traffic Safety Administration's 25-year rule, Matusiak said. That rule exempts imported vehicles from certain federal standards, according to the agency.
Todd Gato, one of the owners of HVNY Imports, a New York based importer of Japanese vehicles, said that his company has sold more than 300 Kei trucks to businesses — like delis, contractors, and even Legoland — in the past couple years.
Other car makers are getting in on the trend as compact pickup trucks have become more common on the road.
Ford introduced its compact option, the Maverick, at the beginning of 2022, and it is currently unavailable due to high demand. And startups like Telo and Canoo are working on new, fully-electric models, like the Telo MT1 and Canoo's pickup truck.
Here is a round-up of some of the tiniest trucks around: