A decade ago, US automakers abandoned compact pickups for larger, more profitable trucks. Buyers once chose from models like the Chevrolet S-10 and Dodge Ram 50, but those options vanished as manufacturers prioritized higher-margin vehicles. Now the market is shifting again.

Slate Auto, backed by Jeff Bezos, will launch a roughly $25,000 all-electric truck later this year that's smaller than a Toyota Corolla. The startup joins a growing list of companies betting that smaller, affordable pickups can find buyers in an oversaturated full-size market.

Ford Motor plans a $30,000 four-door EV truck next year, while Stellantis aims to import its South American Rampage compact pickup to US dealerships. These moves suggest automakers are testing demand for budget-friendly alternatives amid rising vehicle prices.

The shift reflects changing economics: material costs, supply chain pressures, and competition from used car prices have squeezed affordability. If successful, compact trucks could carve out a niche among younger buyers and commercial customers priced out of traditional pickups. Whether consumers embrace smaller trucks remains uncertain, but the strategy makes sense for automakers seeking volume in a mature market.