Toyota is on to something good with the A-BAT. The more truck executives we speak with at the Detroit Auto Show, the more we hear there's an unmet need for a pickup with the footprint and high fuel economy promised by this compact concept.
Kudos to Toyota for being first truck maker to show they are seriously considering re-entering and reinventing the segment.
To understand how Toyota created and executed the A-BAT, we spoke with Matt Sperling, Creative Designer, and Daryl Harris, Senior Creative Designer. Mr. Sperling developed the exterior design and Mr. Harris took charge of the interior.