How Toyota's Tacoma became king of the U.S. midsize truck market

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Detroit News

Ford Motor Co,General Motors Co,Stellantis NV

The midsize Toyota Tacoma truck outsells rivals, including American brands. But the market is increasingly crowded with trucks from Ford, GM, and EV brands.

The top-selling full-size pickup line is Ford's F-Series, especially the F-150, which is also the bestselling vehicle in America, according to Edmunds. GM and Ram pickups trail Ford, which also has the top-selling compact pickup truck — the Maverick.

In 2023, Toyota sold over 237,000 Tacomas in the U.S., far outpacing all of its midsize competitors by a wide margin. The next best seller was the Chevrolet Colorado, which sold just shy of 72,000 units. The GMC Canyon, a slightly higher-end version of the same truck, adds roughly another 22,600 in sales for the U.S. automaker.

 

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