In the late 1990s, Toyota nearly introduced a full-size truck named the T-150 as a follow-up to the T100, which occupied a space between mid-size and full-size classifications. The proposed Toyota T-150 would have been a direct rival to the Ford F-150 in the U.S. market, with only a single letter differentiating the two models. Unsurprisingly, Ford opposed this move.
When Toyota was considering a name for its new pickup to challenge both Ford and Chevrolet, it made sense to continue the naming convention established by its largest truck at the time, the T100. This model was larger than the Tacoma but fell short of the full-size offerings from American brands.
Toyota referred to the T100 as an “intermediate-size” truck, a term that lacks the same punch. The T100’s unusual dimensions stemmed from Toyota’s concern about directly competing with American truck manufacturers, who were dominant in the full-size pickup segment, according to Automotive News.
Consequently, the T100 found its own niche in the U.S. market, a position that failed to attract buyers due to its size and underwhelming engine options that ranged from four to six cylinders. When the opportunity arose to design a new model, Toyota decided to transition to a full-size truck featuring a V8 engine, leading to the development of the first-generation Tundra, which almost bore the name T-150—a decision that could have been advantageous, considering Ford’s long-standing sales success.
By the time Toyota suggested the T-150 name, the F-150 had already solidified its status as a top-selling vehicle in the U.S. Ford mounted an effective campaign against the name, arguing it could cause trademark infringement due to its similarity to the F-150, as reported by the Los Angeles Times in 1998.
Historically, Toyota has exhibited a trend in naming trucks that can come off as either straightforward or lackluster, depending on one’s view. This is notably evident with the Toyota Truck (also known as Pickup), which eventually transformed into the Tacoma in 1995.
The T-150 would have continued the simple alphanumeric sequence established by the T100—minus the dash. Ford’s F-Series has a similar naming approach, yet the F-150 has lingered in the minds of consumers for decades. It’s worth noting that Ford had been using the F-150 name since the mid-1970s.
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