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HomeAutomobileHow Toyota Tacoma took on Ford F-150 and U.S. truck market

How Toyota Tacoma took on Ford F-150 and U.S. truck market


The American pickup truck market is dominated by home manufacturers, primarily Ford, Chevrolet, GMC and Ram. U.S. manufacturers profit from a loyal purchaser base, and a 25% tax on imported vans.

However the Toyota Tacoma exhibits how a international automaker can discover and management a distinct segment inside that market.

The highest-selling full-size pickup line is Ford’s F-Sequence, particularly the F-150, which can be the bestselling car in America, in line with Edmunds. GM and Ram pickups path Ford, which additionally has the top-selling compact pickup truck — the Maverick.

However U.S. automakers have wavered of their dedication to smaller pickups, whereas the Japanese automaker Toyota has had a presence within the section way back to the Nineteen Seventies. Toyota launched the Tacoma in 1995 as a successor to the Toyota Pickup, famously generally known as the Hilux elsewhere on this planet. In the meantime, Ford Motor discontinued the Ranger after the 2011 mannequin yr, after which revived it in 2019. GM pulled the Chevrolet Colorado and GMC Canyon off the market in 2012, before reviving both in 2014.

In 2023, Toyota bought over 237,000 Tacomas within the U.S., far outpacing all of its midsize opponents by a large margin. The subsequent greatest vendor was the Chevrolet Colorado, which bought simply shy of 72,000 items. The GMC Canyon, a barely higher-end model of the identical truck, provides roughly one other 22,600 in gross sales for the U.S. automaker.

Toyota’s cautious consideration to the wants of Tacoma house owners is seen as a part of the rationale for that loyal market base and the mannequin’s constant gross sales. For instance, about 40% of Tacoma house owners take their vans off-road a minimum of as soon as a month, so Toyota gives a number of off-road packages for the truck.

What’s extra, of the some seven fashions within the midsize section, Tacoma is the one one which comes with an extended mattress. It additionally is just one of two that is available in a two-door model, and one among two that comes with guide transmission. Toyota’s deal with high quality, sturdiness and reliability, or QDR, helped as nicely. Tacomas have a number of the highest residual values available on the market.

However trade forecasters say the variety of fashions within the section is about to double over the following few yr, to a complete of round 14. Traditionally, the pickups have a couple of 20% share of the general car market (double checking that is proper?), and the midsize section is only a fraction of that. That interprets into much more competitors for a similar clients within the close to future.

Watch the video to be taught extra about how the Tacoma has stayed atop the midsize truck section, and the way it’s working to satisfy the problem of an increasing market.



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