It’s no secret that pickup trucks and SUVs dominate the highways of America, leading to an intense fascination with remarkably capable off-road models emerging directly from the manufacturers. The newest contender to join this scene? Toyota.
As mentioned earlier this month, the Japanese company is gearing up to make its debut in the extravagant full-size Baja pickup market with the Tundra TRD Hammer, aiming to dethrone the Ford F-150 Raptor and its rival, the Ram 1500 RHO and TRX. Equipped with a wide-body kit, an extended stance, advanced long-travel suspension, 37-inch BFGoodrich K03 tires, a hybrid engine, and possibly more enhancements like elevated bumpers, the Hammer seems to be an entirely developed vehicle targeting Ford (and Ram).
The newest episode of The Drivecast explores how we uncovered the specifications of the TRD Hammer, reviews other off-road focused vehicles in development, and analyzes the recent surge of robust (or robust-looking) models being developed or revived by manufacturers from Toyota and Nissan to Scout, BMW, and Audi.
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Complete Transcript
Kyle Cheromcha: Okay, Joel, before we kick things off, I must ask about the name. TRD Hammer sounds alarmingly close to Turd Hammer, but that’s not the case.
Joel Feder: Yeah, that’s it. The vehicle is genuinely going to be named the TRD Hammer. Turd Hammer. Guys, it’s unavoidable. Just wait until you hear about the other suggestions they considered, which were also less than ideal.
Kyle: That’s a delightful surprise for later. Coming up with names is challenging. We’re all well aware of that. It’s been a recurring topic on the show and website. Naming a brand that needs to last for years or even decades is a tough job. At least TRD stands for something—Toyota Racing Development. We’ll delve deeper into this shortly, but Hammer? It’s unfortunate. It lacks the evocative appeal of Raptor, while Ram opted for the TRX, the dinosaur name, Dino vs. Dino—and Toyota just presents, bang, bang, bang, hammer!
Joel: Maybe they’re referencing the King of Hammers. Their marketing angle is yet to be revealed. Who knows?
Kyle: Right, anyway, in your view, Joel, what do you think is fueling America’s fixation on these oversized, radical off-road pickups? There’s a lot that can be discussed regarding pop psychology and sociology at this time, but what’s your take?
Joel: We indeed have this incredibly extensive article about the correlation between country music and pickup trucks that Caleb produced months ago, which is quite enlightening. I do believe there is some connection or narrative there. However, traveling globally, it’s apparent. Ford exports the Raptor to China, and many of these trucks go to Dubai. In regions like Dubai, you can casually have a picnic in the desert while driving your factory-warranted truck. Conversely, in Europe, people view us skeptically, asking, “What are you doing?” Their roads can’t accommodate the size of our trucks. It’s an inherently American trait. Our junk food culture is reflected in our immense vehicles like Suburbans. It’s an embodiment of our need for excess.
Kyle: Right. I prefer to think of it akin to evolution. The idea of island gigantism showcases that if a species is isolated without natural predators, it can grow immensely. In America, factors like the chicken tax—mandating local construction for trucks—encourage automakers to maximize size and capability. We effectively have an open market for off-road trucks.
Moving on, let’s briefly revisit the past 17 years, highlighting how we arrived at this moment. In 2009, the Ford F-150 Raptor made its first appearance, though under a different name. It marked the entry of the first full-size off-road pickup directly from the manufacturer, setting the stage for its own segment. There were no competitors then. What led to this evolution where multiple contenders now exist alongside a wide array of off-road capable trucks and SUVs?
Joel: A skunkworks team created the original Raptor at Ford, among other elements of car development, but it was not typical of a fully optimized product. They just equipped it with various components to create a widebody F-150. Initially, it had the standard 5.4 engine before later upgrading to 6.2. I don’t think Ford anticipated its imminent popularity or sales volume.
But soon, they realized it was a massive success because, as you mentioned, there was no competition. It was an instant hit. Ford understood the significant profit potential, using a standard F-150 frame and assembly line, thus maximizing margins. So when the second-generation released around 2015, it was wholly developed with an appropriate budget. I remember when the 2.5 version emerged in 2018 or 2019, it received live valve shocks, ramping things up. Now, the truck incorporated shocks that dynamically adjust firmness based on circumstances.
Kyle: Absolutely! The turning point came with the ability to jump, as you might recall a well-known video of the first Raptor going off a dramatic jump. Although Ford didn’t endorse it, they highlighted its ability to “catch air.” Yet, someone ended up jumping it off a massive drop, causing airbags to deploy and suspension issues. We did a follow-up a few years later, and that truck still exists, refurbished.
However, in the second generation, Ford began promoting Raptor images mid-air, making that a central selling point—“You can jump this truck.” Other brands have since followed suit; jumping has become a trend.
This establishes our current position, which won’t remain static in a few years, as numerous new contenders are emerging. Toyota indeed has made headlines recently with the TRD Hammer—not the Turd Hammer. I’ll resist calling it that. So what are the specifics of this truck? TRD is Toyota’s performance division for trucks. We already have TRD models; what distinguishes this one?
Joel: As noted, we have TRD trucks, and Toyota’s appealing options are TRD branded. TRD means Toyota Racing Development. We have the TRD Tacoma, the smaller model, and the TRD Tundra, the larger version. They’re categorized as TRD Pros or TRD Trailhunters for the smaller ones, with clear intentions—TRD Pros are designed for desert off-roading, and TRD Trailhunters for rock crawling. They serve their purpose well. However, I overheated the TRD Pro 4Runner transmission in just five minutes due to demanding activities.
Kyle: What were you doing?
Joel: I was participating in a launch at their test site, casually being Joel Feder. I don’t have a better explanation.
Kyle: Got it, fantastic.
Joel: I possess photographic evidence of the warning that indicated the transmission required cooling. Yet, these vehicles feature three-way adjustable shocks. They’re about two and a half inches wide on some models, quite mild. A TRD Pro Tundra could be likened to a Rebel Ram or perhaps a Tremor F-150, but they are not Baja trucks. They’re not tailored for extreme performance at off-road speeds like the Raptor. We’re discussing long travel suspension, increased fender clearance, and stance variability. Thus, expect unique suspension angles compared to existing models—the Hammer is likely a purpose-built vehicle supported by a distinct budget aimed at competing with the Raptor and Rhino. For clarification, Rhino refers to RHO; Ram doesn’t utilize the Rhino name, which they might not appreciate, but we refer to it as a Rhino due to RHO.
Kyle: I’m not sure why there’s such a fixation on creating vehicles that feel Baja-ready. Baja is a racing event, and despite its appeal, it isn’t the most recognized name in American motorsports, especially off-road motorsports. Yet manufacturers seem inclined to associate their products with the term “Baja,” suggesting top-tier off-road capability. That appears to be the trajectory for the Hammer.
Previously, we addressed the name and alternatives not chosen. Let’s explore those now. We discovered this name via a trademark application, correct?
Joel: Indeed. They submitted a trademark application, and thanks to our senior editor Caleb Jacobs, we identified it swiftly. It’s intriguing because the name, TRD Hammer, coincides with a customer feedback survey Toyota conducted, where TRD Hammer was among the presented options.
Kyle: Was it a pick-your-favorite name exercise or something similar?
Joel: Yes, they were asking customers which name they preferred. Additionally, they proposed ideas such as utilizing 37s and long-travel suspension. Essentially, most of the details about this truck were substantiated in the survey, and besides TRD Hammer, other names under consideration included TRD Baja.
Kyle: That makes sense.
Joel: Also on the list were TRD Iron and TRD Pro S. Are we to expect a new sub-brand? Possibly something bizarre like TRD Bizurk with a Z?
Kyle: Wait, I noticed that when preparing for this podcast—didn’t comprehend it as berserk, rather a random reference I missed. Incredible.
Joel: They probably assumed I mistyped.
Kyle: That’s B-I-Z-U-R-K for listeners at home… Hammer’s better than that.
Joel: Right? And you believed TRD Hammer would be bad. We were nearly stuck with TRD Bizurk. TRD Quake was also on the table.
Kyle: As a fan of ’90s gaming, that one doesn’t bother me as much.
Joel: That’s a nostalgic reference for me too.
Kyle: Of course, how could it not be?
Joel: Bizurk stands out humorously. Everyone joked about Turd Hammer, but it could have been worse—Turd Bizurk.
Kyle: The kicker is for TRD Bizurk to even make it into a consumer survey means many levels of internal discussions at Toyota contained it—debating through slides or a whiteboard, pondering what to include as it targets a more youthful audience. It’s comical to see a strange concept advancing in the approval chain, even if they didn’t choose it in the end. Hammer is undoubtedly the superior option. Baja is decent also; they may have encountered trademark conflicts, but Hammer is a better choice than the alternatives.
Joel: Furthermore, Hammer holds significance in both mythology and comic book culture, as seen with Thor’s Hammer, while also prominent in off-road events like King of the Hammers. That clarity around the Hammer name is understandable, but the juxtaposition of TRD could raise some criticisms.
Kyle: New ideas always bring the opportunity for mockery, and over time that criticism fades as it becomes the norm—like when Ram introduced their Raptor competitor and used the TRX name—T-Rex, invoking imagery of the first Jurassic Park. It seemed absurd but ultimately resonated well.
Joel: They didn’t just stop there; under the hood, a T-Rex clause involves a raptor design.
Kyle: Exactly. Subtlety walks a thin line in this space. Now, let’s discuss the Hammer itself. What does it resemble? What features does it possess? What are the known specifications? And how did we uncover these details? The trademark only revealed the name, correct?
Joel: You’ll find prototype images circulating since 2025. A few years ago, at SEMA, there was a conceptual model; a white truck equipped with General Grabber off-road tires and some wheels resembling Method designs. It didn’t feature a full widebody stance; its bodywork was standard, but it included high clearance bumpers and a roll cage in the back, indicating what we could expect.
Kyle: Sorry to interrupt, but we reported on this back then. We received a tip from an informed source—I’ll keep it vague—indicating a production variant was under development. That was four years ago, but we were certain since the source was credible. Toyota wasn’t pleased when we posted that story, which underlined our suspicions, but there was a four-year wait until…
Joel: Anyone wishing to research this truck can refer to it as the Toyota Tundra Desert Chase concept truck. They recently tested a prototype at the Mint 400 off-road desert competition. Initially, it didn’t attract much attention, but following the TRD Hammer trademark leak, we began inquiries and learned of the truck’s previous race involvement. During the Mint 400, it became known as the first hybrid, establishing a hybrid category. This reveals its hybrid nature, confirmed with 37s—specifically KO3s. Byron Hurd, our editor, and I analyzed the tire tread design together, highlighting engineers performing real-time development tests through competitive racing.
Kyle: Then they rolled it out under the hybrid designation. That’s significant, especially as Toyota’s V6 hybrid powertrain has experienced reliability challenges recently, including recalls and failures. They aren’t switching to a V8, even though the Ford Raptor and Ram TRX both feature V8 options; this will remain a V6.
Thus, four years ago, we first heard rumors regarding this vehicle’s development. Time passed with little news until last year, when espionage photos revealed an unusual Tundra. In early this month, Mint 400 organizers revealed the Toyota hybrid pickup’s participation, resembling our earlier concept projections. Connecting those dots led us back to the TRD Hammer trademark file and additional specifics from sources, culminating in our current knowledge.
While the launch timeline remains uncertain, considerable evidence suggests an imminent debut—there wouldn’t be involvement in the Mint 400 unless they were nearing a real-world release.
Joel: I genuinely believe we’re approaching the final validation stage. It’s hard to fathom it being available this year, however. Given the 2026 lineup already set, the earliest launch appears to be for 2027 or 2028. The exact arrival remains unclear, but a reveal could be scheduled for later this year.
Kyle: Right. The powertrain, along with the hybrid V6, related to the TRD Pro Tundra, which produces 437 horsepower and 583 pound-feet of torque. What are expectations for this model?
Joel: For those unfamiliar with the truck market, there are two Raptors: one powered by an EcoBoost Twin Turbo V6—high output—and the Ram RHO, which has a similarly powerful turbo-six. The Raptor R features a supercharged V8, while Ram TRX is also slated for return with a Hellcat supercharged V8. This new Toyota eliminates competition to those powered by turbo-sixes—not V8s. Expect no extraordinary horsepower figures. However, like you mentioned, today’s V6 already delivers 437 horsepower and 583 pound-feet of torque. I doubt pushing the hybrid component will significantly boost those numbers, but I do believe an output near 490 horsepower is achievable; perhaps not hitting 500, but we’re certainly approaching that range. They must reach a competitive level somehow.
Kyle: Absolutely. That number—500—is a considerable psychological milestone for many, positioning this closer to a thousand. Should they need to counteract potential criticism regarding the absence of a V8, I foresee 500 being a realistic objective to quell doubts. As for cost, the TRD Pro Tundra starts at $72,000, yet that’s less than the six-cylinder Ford and Ram vehicles. I’d estimate this model landing around $80,000.
Joel: Indeed, the Ram RHO starts at $74K; similarly, the Ford Raptor with a turbo-six hits at $80K. So, you’re looking at a price range of about 75 to 80. The TRD Pro offers limited options; at $72, a few additions like floor mats or paint choices may push that to around $76. With adaptations like long travel suspension, 35s, and perhaps remote reservoirs, costs could reach about 80.
Kyle: Toyota boasts substantial off-road credibility and heritage. While their TRD pro variants aren’t flawless, as demonstrated by my earlier transmission story, they are predominantly reliable and respected in the industry. There’s likely to be solid demand for the Tundra TRD Hammer, or whatever they ultimately choose to name it.
Joel: Call it the Hammer.
Kyle: Indeed, let’s refer to it as the Hammer. I see a potential market for this Hammer if the pricing aligns, with specs and capabilities driving interest. Buyers aren’t primarily motivated by price. They’re drawn by performance, marketing, and what vehicles represent. So why is Toyota making moves now? They’ve had a solid lineup of reliable off-roaders, supported by sub-trims and a coherent off-road strategy for some time; what pushes them to venture out now?
Joel: Historically speaking, this marks merely the third-gen Tundra. The prior generation lasted 14 years—old enough for a bar mitzvah—and that version lacked a fully boxed frame. If you watch videos from before, you’ll see the cab and rear end move independently when navigating bumpy roads.
Kyle: Exactly, the rear went through odd contortions.
Joel: Given that the last Tundra couldn’t support this kind of upgrade, now with a fully boxed frame established, a new frame, and powertrain, the moment is ripe as trucks generate substantial profits. The average price for a pickup truck hovers around $66,000. Off-road models like these tend to reach $90,000; the financial potential is immense. As you previously stated, the profit margins beneath the TRD branding are alluring. An individual owning a TRD Pro might find it easy to move to a TRD Hammer.
Moreover, vehicles like the Rhino, TRX, Raptor, and TRD Pros retain their value. They’re not treated like standard pickups. Performance-operated trucks have a better resale value.
Kyle: Many users won’t put their vehicles through rigorous off-road trials; instead, numerous buyers utilize these pickups as daily drivers, possibly venturing off on dirt roads now and then. If resale value is paramount for casual users, they’ll recover considerable portions of their expenses when selling after five years or longer. That’s an excellent point.
We should also consider the Tundra’s developmental timeline—at 15 years in production. As you noted, 14 years passed, and that model had no realistic way to pivot. Had their launches coincided with Ford’s progress, they could have adapted similarly, but they had to bide their time until a suitable truck emerged capable of competing.
Joel: Examining the timelines, Rhodes and TRX—well, the TRX came first before being phased out, replaced by Rhino. The TRX only appeared once Ford was in its third-gen Raptor phase. GM, meanwhile, hasn’t produced a suitable competitor. It took a while for many manufacturers to catch on to Ford’s lucrative trajectory.
In terms of motivations: good resale is appealing. These models also ride exceptionally well, boasting wider dimensions, robust suspensions, and plush tires. In terms of everyday rides, going down fractured Midwest highways or heading to the lakes involves a luxurious experience.
Kyle: Then we have to address GM’s whereabouts in all of this. I have my theories—incredibly perplexing considering they’ve dived into many odd low-volume ventures.
Joel: GM has two off-road truck options, the ZR2 and Trail Boss. The Trail Boss merely consists of a lift kit. The ZR2, however, is a legitimate off-road truck boasting 33s, high clearance bumpers, and multimatic DSSV dynamic spool valve shocks. They allow for daring leaps, appearing different in functionality than bypass shocks. We could delve deeper into that one day. They have a reputation for going off-road, efficiently navigating rough terrains.
Kyle: A critical disclaimer.
Joel: None of my past shenanigans took place while employed here. That said, they’re built for serious challenges with front and rear lockers unavailable in most trucks. Despite their outstanding capabilities, they still can’t handle whoops at high speeds like a Raptor does. This discrepancy has yet to be articulated clearly by anyone.
If I had to guess, GM remains conservative with regards to liability. For instance, ZR2 trucks lack paddle shifters, opting for conventional designs. They are quite cautious with them. Performance dynamic drive mode technology appears in the Colorado ZR2; double-tapping the accelerator activates it, adjusting throttle mapping. This innovation was impressive, with ZR2s lacking paddle shifters.
Kyle: Honestly, it evokes memories of retro racing games where you double-tap to float. It’s fantastic.
Joel: The fact this feature even made it through approval means it’s surprising, given ZR2s opt for direct shifting. I can only hypothesize they lean towards caution.
Kyle: My insight dates back to Chevy’s relaunch event for the Blazer name as a crossover around 2018-2019. In talks with the product manager, who admitted that although Ford was reviving the Bronco as a true off-roader, Chevy viewed transitioning the Blazer into a standard crossover genre as simply more profitable. They play it safe rather than breaking new ground.
Joel: It’s ironic that we’re discussing conservatism when they’ve just unveiled a 1,000-horsepower ZR1X that can outpace electric cars in acceleration.
Kyle: Additionally, it’s conceivable that between GMC and Chevy, they already sell flourishing numbers of trucks. They lack the urgency to diversify their offerings, while Ford, being singularly independent, had the desire to differentiate through the Raptor construct.
Yet, Toyota’s engagement reaches beyond its entry; many brands are pursuing off-road variants—from luxury brands down to mainstream and crossovers. What drives this surge? Will these ventures endure or dissipate after the new models launch?
Joel: I don’t anticipate this trend fading with the new releases. Historically, we’ve witnessed vehicles like the AMC Eagle, the Jeep Cherokee, the original Bronco—all serving as intended. Comparatively, modern Raptor owners sometimes just drive to coffee shops and recreationally ‘off-road’ on curbs. The appeal of off-road vehicles is increasingly lifestyle-oriented. Much like shoppers visiting LL Bean or REI often wear accessories unrelated to their actual activities.
Kyle: I’ll second that notion.
Joel: Purchasing a Raptor today is akin to sporting Lululemon in transit. It’s not necessarily about fulfilling off-roading purposes.
Kyle: I concur. With the car market favoring crossovers as a standard, they are now relatively undistinguished throughout. With off-road vehicles, you readily receive a different sensation. Buyers gravitate towards them, desiring an alternative to typical crossover experience. Additionally, off-road trucks provide comfort over rugged western roads that crossover counterparts fail to offer.
People are drawn to pickups because they’re purpose-oriented; they safely transport gear while evoking nostalgia reminiscent of the muscle cars from the ’70s, catering to needs spanning family transport and adventure. These off-road trucks embody authenticity—a departure from the sterile feel of regular automobiles, offering something nostalgic and visceral.
Joel: Examining various off-road vehicle trims, such as those from Subaru and Kia, reveals options with better terrains—switching from standard 20s to 18s, enhancing comfort on potholes throughout rough American roads.
Kyle: This is true. However, it’s worth noting that many crossovers cover the same versatile terrain capabilities without needing extensive modifications.
I rembered an excursion just last weekend to Carrizo Plain in California, famous for dramatic wildflower displays post-rain. The region features both paved and varied dirt roads spanning several miles. My vehicle of choice was a Wrangler, as previously mentioned. Various other vehicles were also present—everything from rugged off-roaders to regular crossovers. Mixed environments show the actuality that adventure can exist without extreme off-road pickups.
Joel: Those journeys could happen in an Audi A6 or numerous standard vehicles beyond the scale of those discussed. That said, numerous new off-roaders are surfacing soon. The Xterra, for example. What else is on the horizon?
Joel: Nissan’s transitioning to body-on-frame platforms. The Xterra will return. Moreover, the Pathfinder will also be available in body-on-frame format alongside its existing crossover variant, appealing to two demographies. Recent developments of the Frontier and new Armada confirm that Nissan is producing several body-on-frame models for the American market. Predominantly, they’re adopting V6 hybrids, while manual transmissions remain unlikely.
Beyond that, within the luxury realm, BMW is also forming a competitor to the Mercedes G-Class, aiming for off-road authenticity based on the X5 build, likely assembled in North America, while Audi is extremely eager to utilize the Scout chassis for a body-on-frame variant to confront the G-Class. Also, the Ineos Grenadier is a noteworthy variant, which you have extensively covered in your video.
Why a basic new truck must exceed $70,000 in 2025
Kyle: I did highlight that. The Ineos represents a unique case, designed explicitly for a particular off-roading experience, particularly overlanding. While not the most luxurious, it does feature solid axles, making it less stable at speed. It’s akin to a contemporary Land Rover Defender—an evolution in a way unique from what the Defender provides.
Interestingly, the Ineos scenario exemplifies the challenges of penetrating this market. Companies aiming for strict off-roading capacities risk restricting their market reach. Many potential buyers want something they can drive while still retaining that adventurous off-road capability—this demand leads them to focus on vehicles capable of handling both roles instead of acquiring a secondary off-road-only vehicle, a trend diminishing as prices rise. If seeking hybrid vehicles, they’d likely procure a used model instead. The Ineos, while used daily by some in LA, won’t usually function as a daily driver across America; thus, it’s a peculiar niche.
This brings us back to Toyota’s intentions with the Tundra. While they’re unlikely to offer the 70 Series Land Cruiser here, the demand remains for vehicles capable of versatility and performance. The pricing associated with a 70 Series variant would also compel buyers to seek options that provide comprehensive usability along with rugged abilities.
Joel: The current G-Class has gained width and advanced shocks with dual reservoirs, making high-speed cornering and off-road driving much more manageable. To compete effectively, similar vehicles must adapt to these elevated standards. Notably, this shift has significantly impacted the aftermarket sector. Flashback to the ’90s when people upgraded their base models with simple kits at dealerships, can you recall?
Kyle: Of course, those were fun days. You’d buy and modify parts like an F-150 at the dealership.
Joel: Correct! You could purchase trucks pre-equipped by the dealership without factory-backed warranties offering those upgrades. Now, what’s transpired with Ford and the ZR2 and Rhino is fascinating. Today, factory-backed warranties accompany co-developed aftermarket kits that improve longevity, with reputable suspension manufacturers involved. Buyers can conveniently pick up a rig from a dealership fully equipped for performance.
Kyle: For someone in the aftermarket space, that must be a difficult landscape to navigate. With regulations and tariffs in play, it’s vital for consumers to consider the practicality offered by these factory models. This model streamlines the risk for consumers, allowing them to acquire stylish hardware without frequent concerns of warranty issues.
While there will always be a demographic interested in constructing their own vehicle, the forthcoming options will likely diminish total numbers of individuals pursuing that individual path; they’ll choose factory models instead. This might even limit sales for the aftermarket parts targeting models like the Raptor, Rhino, or soon the TRD Hammer. Yet, there remains a potent market for customization.
Joel: Ford caught on early, given that if consumers didn’t want the Raptor, they could select a Tremor. The Tremor offers excellent ride quality and performance without the weight sacrifice on payload and towing associated with Raptors due to their softer suspension setup. Buyers now can choose from a larger selection of factory-modified vehicles designed for performance without sacrificing comfort or functionality.
Kyle: One vehicle I still hope to see is the Mustang Raptor. C’mon, Jim Farley; if you hear this, we know you’re interested in this idea—just let us know.
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