To 99% of consumers in the US, kei trucks look like toys, so I'm not sure that's the best example.

Honestly, if you look at the truck market, it's dominated by masculine designs like the F-150. Arguably this has created a gap in the market for designs that are more compact and approachable. It may never be the majority, but TELO looks perfectly suited to address that niche.

Kei trucks are small but they look like a workhorse in a similar way to a classic Hilux giving them a respectability that I think this design lacks.

I agree there should be more approachable designs, just seems like this went way too far in the direction of toy-like

I find it amusing that people are discussing the masculine design language and how men driving trucks are overcompensating (OK, not so much in this particular thread), but for as long as I can remember, it's been women that have always told me that they prefer bigger vehicles.