Name: How The Toyota Tacoma Took On America’s Pickup Trucks
Uploaded: 2024-03-03T07:30:22.000Z
Duration: 12 min 18 s
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F-150, Silverado, Sierra, Ram, All American, big, capable,

様態の副詞

These are not only some of the best selling trucks in

America, there are also some of the best selling vehicles

Pickup trucks are perhaps one of Detroit's last strongholds

In 2023, American brands sold nearly 2.4 million pickup

trucks, making up more than 15% of all new car sales.

But in one segment, Japanese Toyota outshines American

names. In fact, it outsells all of its rivals combined.

British grown up with it, and you kind of smile when you see

Country obsessed with ever larger vehicles.

Toyota never stopped betting there would be a buyer who

preferred a smaller truck that would do what they

needed. Through the years, it has also earned a strong

reputation in desert racing and become a favorite of off

Uh, in all, seriously, uh, we consider ourselves very

privileged, and we don't we don't take it lightly that the

success that we've had within the segment, that's largely

due to the loyalty that we had from our customer base.

Pickup trucks are not only popular, but profitable and

are thus a tantalizing opportunity for cash hungry EV

startups. Legacy automakers, especially the Detroit Three,

have pushed more aggressively into smaller trucks as foreign

automakers take the lead in other segments.

Industry forecasters expect there will soon be twice as

many truck models competing for the same share of buyers.

So how did Toyota win this market and is it at risk of

There are four main pickup size segments compact midsize,

full size, and Heavy Duty and Detroit rules, nearly all of

them. The biggest sellers are the full size segment.

Ford, GM and Stellantis dominate, but Toyota is king

The Tacoma is the ninth best selling vehicle in the US,

holding nearly four times the share of its next biggest

competitor. When asking industry insiders, even people

at Toyota, what accounts for Tacoma's success?

We got into this segment listening to truck buyers,

what they wanted, and we kept giving it to them.

It's been incredibly consistent for a long, long

Back when a lot of the competition left the market,

stayed the course, and I think we built a lot of

reputational rapport with our with our customers.

Toyota built its first truck, the G1, in 1935.

It began importing trucks to the US in the 1960s, and,

along with Japanese brands like Datsun and Nissan, carved

Smaller trucks had been around before that.

As early as the mid 19 tens, Americans were buying Ford

Model T roadsters or Chassis and putting aftermarket truck

The modifications popularity led Ford to introduce an

official factory built version of the Roadster pickup

A lot of these early trucks would have qualified as

compact pickups, but American trucks grew over time as

vehicles tend to in response to customer demands, and by

the latter half of the 20th century, importers looking to

gain a foothold in the US saw small pickups as a way in, and

we found that to be a stronghold for us because a

lot of people didn't want either couldn't afford or

didn't want that big of a truck, especially depending on

where you lived, like a California, you know, you have

At that time, American firms did somewhat serve the niche.

The Chevrolet El Camino and Ford Ranchero could be

It is telling that when some of these Japanese imports took

off in the 1970s, the main competitors developed by

American companies were rebadged versions of Japanese

trucks. Homegrown American rivals followed.

The original Ford Ranger and Chevrolet S-10 came out in

1983. Dodge followed in 1986 with the Dakota, and our

competitors throughout time have jumped in and out of the

segment. Our market share, um, I think over the last ten

years, our average share has been almost 43%, 43% of a

Why? Because we were always there and we don't jump in and

out of things because we're there and consistently giving

As Tacoma, it's the only one you can buy with a long bed,

only one of two that comes with two doors.

Also one of only two that comes with a manual

Toyota's really the only one that still serving the entire

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How The Toyota Tacoma Took On America’s Pickup Trucks

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