Why the Toyota Tacoma Is (Still) the Most Popular Midsize Truck in America

The Taco faces more competition than ever. Yet it continues to dominate American roads, dirt and everywhere else.

By Chris Chin and Jack Seemer

Published March 9, 2025

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Updated March 9, 2025

You don’t need to be an off-road enthusiast to be familiar with the Toyota Tacoma.

The Japanese automaker introduced the truck to America in 1995. It has since become one of Toyota’s most iconic and enduring models.

The Tacoma also dominates the mid-size truck market in the US, despite a somewhat sluggish switchover to the fourth generation in 2024.

toyota tacoma truck — The Tacoma is the best-selling midsize truck in America, outselling the Chevy Colorado, Ford Ranger and Jeep Gladiator combined.

Last year, Toyota sold some 192,000 Tacoma trucks — more than the Chevy Colorado, Ford Ranger and Jeep Gladiator. Combined.

How does the Tacoma compare to other trucks?

The Tacoma is Toyota’s midsize pickup truck and an offshoot of the Hilux pickup — an absolute workhorse and legendarily unkillable but unavailable in the US.

modern Toyota Hilux truck — The Tacoma was originally an offshoot of the Hilux (pictured), which is no longer available in the US.

The Tacoma retains a bit of that ruggedness but it’s more suited to the American truck market, where ride quality and comfort are paramount.

Toyota Tacoma truck towing a boat — The Tacoma replaced the Hilux in the 1990s and made comfort a priority for American roads.

The Tacoma is smaller than full-size trucks like the Ford F-150 and Chevy Silverado. Toyota builds a larger pickup, called the Tundra, to compete with those models directly. The Tacoma launched initially as a compact pickup but grew into a midsize model in subsequent generations.

Toyota Tundra truck — The Tacoma is smaller than the Tundra (pictured), Toyota’s full-size truck like the Ford F-150 and Chevy Silverado.

What is the history of the Toyota Tacoma?

Despite its current levels of ubiquity, the Tacoma has only been around since the 1990s. But its off-road pedigree and reputation for durability date back much further.

Toyota developed the original Land Cruiser in the 1950s to aid South Korea during the Korean War. It eventually made its way to US shores in 1958, where it became far more popular than Toyota’s initial export, the Crown sedan. The J40 model Land Cruiser, which debuted in 1960, stayed in production until 1984.

Toyota later expanded and introduced the Hilux pickup in 1968, a smaller and more user-friendly alternative to the already successful Land Cruiser. Toyota dropped the Hilux name for North America in 1975, rebranding it as the Toyota Truck.

classic Toyota Hilux truck — The 1978 Toyota Truck (pictured) paved the road that eventually led to the Tacoma.

In 1978, the third-generation Toyota Truck began transitioning to what became the modern Tacoma. The Toyota Truck grew in size and gained options for four-wheel drive and six-cylinder power. It also made a brief but well-known cameo in the Back to the Future movies.

The Toyota Truck’s success over two generations influenced Toyota Motor North America to launch its own domestic variant, the Tacoma.

How many generations of Tacoma are there?

There have been four generation of the Tacoma since its debut in 1995, each one separated by size, power, tech and general off-road prowess.

First Generation (1995 – 2004)

2002 Toyota Tacoma truck — The first-generation Tacoma was simple but reliable and more comfortable than the Hilux of yore.

The first-generation Tacoma, which ran until 2004, was more compact than the truck we know today.

It originally replaced Toyota’s Hilux pickup in the US, bringing more comfort and refinement to the American market, but off-road capability had yet to become a major focus.

Its three engine options (2.4L, 2.7L inline-4 and 3.4L V6) showcased its emphasis on simplicity and reliability.

Second Generation (2005 – 2015)

2012 toyota tacoma truck — Bigger and more powerful, the second-generation Tacoma is widely considered the best of the bunch.

Often seen as the generation, second-gen Tacomas ran until 2015. The most notable change from the first generation is that the truck grew in size to become the mid-size vehicle it is today.

Its engine also grew. With a 4.0L V6, it brought better towing and off-road capability to the table, while enhanced interior comfort and technology, such as a touchscreen infotainment system, came along toward the end of the cycle.

Third Generation (2016 – 2023)

Toyota truck — The third-generation introduced modern tech and safety features as part of Toyota Safety Sense (TSS).

With the Tacoma already established as a capable off-road vehicle, Toyota largely focused on upgrading the truck with modern technology and safety features, such as pre-collision radars and Deceleration Assist as part of Toyota Safety Sense (TSS).

That said, the TRD Pro trim leaned even further into its off-road reputation with Fox shocks and an advanced suspension system.

Fourth Generation (2024 – Present)

The fourth-generation Tacoma is Toyota’s vision of an advanced overlander realized.

The truck is now built on the same TNGA-F platform as the Tundra and Land Cruiser and embraces turbocharged power with a hybrid option that boasts 326 horsepower and 317 lb-ft of torque.

A new Trailhunter trim with multiple terrain modes, advanced suspension systems and purpose-built off-road hardware all but confirms the Tacoma isn’t a toy but an honest off-roader right off the lot.

Why is the Toyota Tacoma so popular?

Reliable. Rugged. Versatile. The Tacoma isn’t short on descriptors, and it’s growing collection of superlatives haven’t just made it the most popular midsize truck in America, but kept it there.

1. The Tacoma is a workhorse and famously reliable

Above all else, truck buyers want durability and reliability. Go to any corner of the world and you’re guaranteed to find a Hilux or Land Cruiser, of any vintage, still moving about under its own power, no matter how beaten, weathered or tough of a life it’s had.

Toyota Tacoma — Always reliable, the Tacoma is among the most trusted names on the road — and everywhere else.

The same can be observed with the Tacoma throughout North America, which is one of the reasons Tacomas have crazy low depreciation.

2. Like the Jeep Wrangler, the Tacoma welcomes aftermarket modification

The Tacoma is renowned for its off-road capability — having more optimal proportions for off-roading than full-size trucks. And as with the Jeep Wrangler, aftermarket modifications from owners became a multi-million-dollar industry.

Hardcore off-roaders lift their Tacos and modify suspension components. Owners in California and elsewhere modify them into campers and versatile outdoor adventure vehicles.

Toyota has branched out into modifying Tacomas from the factory with the TRD Off-Road and TRD Pro trims, as well as a new overlanding-ready Trailhunter version introduced with the 2024 model.

3. The Tacoma is whatever kind of truck you want it to be

The Tacoma is big and capable enough to do what many truck buyers need. But it’s also less onerous than owning a full-size truck. You can fit it inside a garage, drive it through narrow streets and park it in urban environments without undue stress.

Its size lowers the barrier for buyers who don’t need a truck but think owning one would be cool. For much of the 2010s, the Tacoma was the only truck with that distinction.

Toyota Tacoma manual transmission — The Tacoma is one of only two trucks that still offers a manual transition.

Like the Ford F-150, the Tacoma does a great job spreading the field at different price points. The Tacoma can be a luxury, high-performance TRD Pro off-roading model. It can also be a humble, barebones work truck that costs half as much.

Last but not least … the Tacoma is one of only two trucks (the other being the Jeep Gladiator) that still offer a manual transmission.