Hats off to Toyota. With the release of the revised 2016 Tacoma, they sit ready to be both the reigning king of the mid-size truck market, and the auto maker that is best positioned to profit off this niche segment.
Tag: mid-size truck
Among the pet segments that enthusiasts hold dear, none has been on a roll the way the mid-size truck market has been. News of the Chevrolet Colorado’s return, along with diesel and manual transmission options, have been greeted with the sort of fanfare that in the glossy buff book era would have been reserved for the newest European supercar.
But this is the age of the internet, the long tail and niches are able to thrive in cyberspace. Our coverage of the Colorado’s debut garnered hundreds of comments, and Phillip Thomas’ excellent analysis piece was our most popular article for a number of days (on the strength of this piece, Phillip will be back with more truck segment pieces).
While it’s easy for us to get excited about the Colorado, the numbers indicate a different story. The mid-size truck market has been in consistent decline, and the Colorado has an even tougher job than it did last time around if it wants to kickstart the segment all over again.
Today’s Ur-Turn comes from Phillip Thomas, the rallycross driver/Subaru guru/LeMons mechanic that saved our butts during our ill-fated LeMons attempt. Philip spends most of his time behind the wheel of a pickup truck, towing race cars, collecting parts cars and going about his daily business in various half-ton, three-quarter-ton and one-ton gas and diesel trucks. We asked him for his perspective on the new Chevrolet Colorado.
The Brazilians still call it the S10. Back in the day the S10, like the Ford Ranger, was the venerable American small truck. Modest, simple, hard working little trucklets that were still capable of respectable towing and hauling. And, as with the Ranger, it remained effectively unchanged for almost 25 years. In 2004, the Ford Ranger continued to soldier on into the abyss mostly unchanged, but Chevrolet decided it was time for a new compact.