If you want a new midsize truck, you have four-and-a-half options. The geriatric but delightfully trucky Nissan Frontier, the recently reintroduced unibody Ridgeline, the insipid GM Colorado/Canyon twins, or the relatively fresh Toyota Tacoma. Each of these trucks has something to recommend it, but the midsize segment is not the dynamic space it once was. There are more station wagons available to American consumers today than mid-size pickups.
Amid the thin field of competition, the Toyota Tacoma is the undisputed sales leader. In 2016 it outsold its next closest rival by 46,000 units on its way to a 43 percent market share. And despite the lack of choice, consumers acquired 25 percent more midsize trucks in 2016 than they did in 2015. Thankfully, growth ensures that this highly visible yet under-served corner of the market will soon offer a selection more like Amazon than a Soviet-era grocery store. The Ford Ranger returns to the market in about two years, along with the much-anticipated Wrangler pickup. Nissan will soon update the prehistoric Frontier. And both Volkswagen and Mercedes are contemplating midsize entries.
Sales are robust for Toyota’s mid-sizer, but is it ready for tomorrow’s competition? Read More >