Toyota introduced its lineup of compact pickups to the American market in 1964, renowned for their blend of fun, economy, and enduring reliability. However, it wasn’t until the third-generation Toyota Pickup in 1979 that the brand truly honed its formula for the modern small hauler.
With the debut of the four-wheel-drive variant that spring, Toyota elevated its offering, enabling drivers to venture into remote terrains like deserts and mountains, a feat previously reserved for vehicles like the Jeep CJ-7. This move resonated with buyers, laying the groundwork for the beloved Tacoma we know today.
The 1981 Toyota Pickup 4×4 Deluxe, currently listed for auction on Bring a Trailer—a platform affiliated with Hearst Autos, akin to Car and Driver—nostalgically evokes this early era of Toyota’s off-road prowess.
Sporting a striking paint scheme, likely conceptualized by Rollin “Molly” Sanders, a prominent Toyota graphic design consultant renowned for his contribution to the iconic Lexus “L” logo, this model embodies an early iteration of Toyota’s iconic striped racing livery.
Originating from the 1970s, Sanders had previously crafted custom designs for Toyota pickups, including collaborations with Yamaha such as the “Yamahaulers.” In 1981, Toyota introduced two variations of this scheme on its Sport Trucks for 1981 and 1982, available in blue or red with vibrant yellow and orange stripes.
By 1983, these stripes had evolved into Toyota’s signature racing livery, forever linked with the brand’s pickups thanks to the off-road triumphs of Ivan “Ironman” Stewart. Although archival imagery is limited, Stewart’s earliest Toyota racers were indeed based on third-generation models.
Toyota meticulously engineered the third-gen pickup, a departure from the previous Hilux nomenclature in the U.S. post-1976. The brand closely monitored dealer and consumer responses, particularly to the authorized four-wheel-drive conversion of the preceding model, the rare 1977–78 Toyota Wolverine.
These conversions, distributed by dealers like California’s Downey Toyota, enjoyed swift sales, serving as an informal litmus test that undoubtedly influenced the design direction of the third-gen truck, spearheaded by seasoned Toyota engineer Minoru Oya.
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