Toyota Tacoma outsells all rivals combined heading into 2016
The 2015 sales totals are in, and the Toyota Tacoma’s 179,561 units sold is larger than the combined sales of the Chevy Colorado, GMC Colorado, and Nissan Frontier, which added together equal 177,325 units. Therefore, the Toyota Tacoma not only has the most market share in the hot mid-size pickup segment, it holds the majority of sales in the category with more than a 50% share.
There are two main reasons the Toyota Tacoma enjoys this lead in sales. First, Toyota did a better job of predicting the mid-size truck market expansion and then took decisive action. As Torque News was one of the first to report, Toyota added truck manufacturing capacity ahead of demand. In fact, Toyota was so confident in its abilities, the company moved to increase capacity by hiring more workers and shifting production to the Tacoma knowing that the GMC Canyon and Chevy Colorado were about to be launched. Imagine being so bold that you suggest to your manager that the company invest heavily in more production knowing that a huge rival was about to release a direct competitor.
The second thing Toyota did to ensure the Tacoma’s sales dominance was it messed with success. Frankly, Toyota had to. The new GM truck twins are not posers. They are excellent trucks that their owners love. To stay in the game Toyota had to update. However, Tacoma fans are split. Some want modern designs with an emphasis on fuel economy; others wanted a traditional Tacoma with ultra-reliability. In the end, Toyota compromised, and the 2016 Tacoma is a bit of both. The 2016 Tacoma now outsells the 2015 model by a wide margin. Those that don’t like the truck are in the minority.
You will notice we never said the Tacoma is a better truck than the Colorado or Canyon. That is a matter of opinion. Like many segments, the leaders in the mid-size truck segment are all great, and each has its own distinct personality. So why did GM sell less trucks than Toyota? One big reason is the company sold all it could produce. Here, Toyota outmaneuvered GM. See the second paragraph for emphasis.