Bloomberg Tacoma Review

Someone there woke up to quality trucks...

https://www.bloomberg.com/news/arti...and-remains-on-top?cmpId=google&sref=P6Q0mxvj

From Bloomberg:

Even in the middle of a pandemic, there’s one model that auto dealer Crown Toyota in Ontario, California, can’t keep on the lot: the Tacoma pickup. With just a 10-day supply of the truck — in an industry where 60 days is considered ideal — most are already sold before they’re unloaded from the car hauler.

[...]

The Tacoma is to midsize pickups what the Ford F-Series is to full-size trucks: a dominant player that has remained the best-seller of its kind for the last 14 years. Sales, which rose 8% last month, have more than doubled this decade, even as General Motors Co. fielded the Chevrolet Colorado and GMC Canyon, Ford Motor Co. revived the Ranger model and Fiat Chrysler Automobiles NV rolled out the Jeep Gladiator.

[...]

When Toyota looks at it, it sees a cash cow. The Japanese automaker is reaping dividends from sticking with it after rivals abandoned smaller pickups a decade ago, winning over buyers in search of something less than a half-ton truck. Toyota hopes to repeat that strategy in passenger cars as peers cancel sedans in favor of crossovers, sport-utility vehicles — and midsize trucks.


The article also includes an interesting tidbit about margins. It’s interesting because automakers are always blaming low margins for discontinuing smaller vehicles. Toyota says its margins on the Tacoma are just fine:

And buyers are paying up for them. Smaller pickups once sold for rock-bottom prices to first-time buyers. Now they’re boosting the bottom line at automakers that trick them out with elaborate entertainment systems and color-coordinated bash plates underneath to protect beefy off-road powertrains. The Tacoma starts at $26,150 for a utilitarian model but can climb above $50,000 for a fully-loaded TRD Pro. The Japanese company says half of all Tacomas sold in the U.S. include the optional TRD off-road package.

 

Tacoma by the numbers (I'll just park this right here) | Tacoma World