Why is the Toyota Hilux banned in the United States?

Discover why one of the world's most legendary cars is banned in the largest pickup truck market, and how an unexpected tax created this curious situation.

The Toyota Hilux is a legendary pickup truck that has earned a worldwide reputation for its toughness.

Considered indestructible, it is capable of withstanding extreme conditions, such as being submerged in the ocean, being destroyed along with a building or even resisting strong currents.

Even in such adverse situations, the Hilux continues to function as if nothing had happened.

She has become a best friend to farmers, remote explorers, humanitarian agencies and even military groups in conflict zones.

When you think of a reliable vehicle to cross deserts, climb mountains or withstand years of heavy use, the Hilux comes to mind.

But what makes this phenomenon even more curious is that the Hilux, despite being a global icon, is practically banned in the United States.

Yes, the pickup truck famous for its toughness is not available in North American dealerships.

And the most surprising thing is that this absence has nothing to do with security flaws, lack of interest or reliability issues.

The real reason is quite unusual and has to do with chickens.

That's right, chickens.

To understand this mystery, we need to go back in time and explore some import laws and a curious trade conflict.

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The origin of the Toyota Hilux

The history of the Hilux began in the late 60s, when Toyota decided to create a robust pickup truck capable of tackling difficult terrain without losing any comfort.

The name “Hilux” is a portmanteau of the words “High” and “Luxury”, but ironically, the initial model was far from luxurious.

The proposal was simple: create a reliable, practical and durable pickup truck, without frills and capable of withstanding any type of terrain.

And the formula worked.

The Hilux quickly became a craze, especially in markets in Asia, Africa and Latin America.

It proved to be not only a work vehicle, but also an ideal model for everyday use.

In a short time, drivers from different parts of the world realized that the Hilux was not just another pickup truck.

She became practically indestructible.

With proper maintenance, it could run hundreds of thousands of kilometers without problems.

Soon, its resistance caught the attention of those who needed vehicles for extreme conditions.

Whether on the most precarious roads, in the middle of deserts or even in war scenarios, the Hilux survived almost everything.

In fact, during some conflicts around the world, the number of armed Hiluxes was so large that the term “Toyota War” began to be used to describe combats where these pickups were equipped with machine guns and rocket launchers.

Thus, without meaning to, Toyota saw its vehicle become an improvised military tool, further reinforcing its fame.

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Hilux's departure from the United States

Over time, the Hilux began to gain more sophisticated versions, including diesel and 4×4 models.

However, inexplicably, the Hilux disappeared from dealerships in United States.

And then the question arises: why doesn't a country obsessed with pickup trucks have the Hilux?

The answer involves a curious and complex history, with a tax that dates back to the 1960s.

This tax, known as the “Chicken Tax,” was created in response to a tariff imposed by European countries on American chicken.

In retaliation, the United States government, then headed by Lyndon B. Johnson, imposed a 25% tariff on the import of certain products, including light pickup trucks.

It seems surreal, but yes, a trade dispute involving chickens has affected the entry of pickup trucks into the United States.

Initially, this tax targeted Volkswagen models, such as the famous Type 2 Combi pickup truck.

However, the tax persisted, and its application extended to any manufacturer wishing to import light-duty pickup trucks produced outside the United States.

This made it much more expensive for Toyota, and other brands, to enter the North American market.

And as we know, American consumers love big, powerful, affordable pickup trucks.

Therefore, this 25% tariff made imported pickup trucks too expensive to compete with locally produced models.

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Toyota's solution: create a model for the US

Faced with this trade barrier, Toyota decided to create a specific pickup truck for the United States market, manufactured locally to avoid the 25% tax.

This model, as you might imagine, is the Toyota Tacoma.

The Tacoma is not simply a rebadged Hilux, although it shares the same DNA.

It was designed specifically to meet the preferences of the North American consumer, who has different tastes when it comes to pickup trucks.

The Tacoma's suspension has been tuned for more comfort.

The engines have been calibrated to prioritize road performance.

Additionally, the look was adapted to align with the expectations of the American market.

This made perfect sense, as consumer tastes in the US pickup truck market are quite specific.

The best-selling pickup trucks are full-size, such as the Ford F-Series, especially the F-150, and the Chevrolet Silverado.

These models are large, with powerful V8 engines, spacious cabins, and are often used for both work and leisure.

But of course, there is also a niche for mid-size pickups.

Models such as the Toyota Tacoma, Chevrolet Colorado, Ford Ranger and Nissan Frontier are part of this category.

However, the target audience for these models demands a certain level of comfort, refinement and performance, which was not the focus of the Hilux.

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The impact of environmental regulations

Another factor that influenced the Hilux's departure from the United States was the changes in environmental regulations in the late 80s and early 90s.

Pollutant emissions laws have become stricter, especially for diesel engines.

Adapting the Hilux to these new requirements would require heavy investment, making the model's commercialization even more difficult.

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Toyota's final decision

Faced with these obstacles – the “Chicken Tax”, new environmental regulations, changes in consumer preferences and competition with the Tacoma – Toyota decided, in mid-1995, to withdraw the Hilux from the North American market.

The Tacoma, in turn, was launched to fill this space, better meeting the demands of the local public.

Meanwhile, the Hilux continued to be a global success, dominating roads, farms and harsh terrain around the world.

In the United States, Toyota began offering the Tacoma, while for those who wanted something even bigger and more powerful, there was the Tundra, a full-size pickup designed to compete with models like the Ford F-150 and Chevrolet Silverado.

Ultimately, Toyota not only managed to get around the bureaucratic and tax difficulties, but also better served the North American public.

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Hilux: a myth

Although the Toyota Tacoma is an excellent pickup truck model, the Hilux remains a true myth.

It is a legend on wheels, admired for its strength and durability, and remains one of the most iconic pickup trucks in the world.

Now, the question remains: do you believe that the Hilux would be successful in the United States, even with all the trade and regulatory barriers? Leave your opinion in the comments.