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There's a visible trend in the U.S. market toward smaller and more affordable pickup trucks. Rising prices for larger models have created a niche that the Hilux Champ looks to fill, particularly as brands like Ford Maverick and Hyundai Santa Cruz gain traction. The Champ is aimed at budget-conscious buyers, small business owners, and younger drivers looking for a practical vehicle with the flexibility to handle light hauling. Its compact size offers a practical solution to maneuvering through tight urban spaces, addressing a consistent complaint among drivers of larger trucks.