The Toyota Tacoma remains the undisputed leader in the competitive mid-size truck segment, with sales figures through the third quarter of 2025 demonstrating a clear preference among American buyers. Despite increased sales across nearly all competitors, the Tacoma’s performance is on track to exceed previous highs, solidifying its position as the most popular truck in its class—by a significant margin.
Unmatched Sales Growth
Toyota has sold 204,464 Tacomas through September, a striking 61.2% increase compared to the same period last year. This surge coincides with the launch of the fourth-generation Tacoma in 2024, indicating strong consumer reception to the redesigned model. Sales are projected to surpass the 257,000 units sold in 2021, marking a decade-best performance for the truck.
A Wide Gap Behind the Leader
The gap between the Tacoma and its closest competitor is substantial. Chevrolet Colorado sales reached 77,390 units, less than half of the Tacoma’s total, despite a healthy increase in sales. The Ford Ranger trails further behind with 48,278 units sold, narrowly edging out the Nissan Frontier at 47,630. Notably, the Frontier is the only mid-size truck to experience a year-over-year sales decline, dropping 12.2%.
Rising Tide, But Tacoma Still Leads
The Jeep Gladiator and GMC Canyon both saw sales increases, reaching 38,513 and 27,878 units respectively. However, these gains are not enough to challenge the Tacoma’s dominance. The market is expanding, lifting all boats, but the Tacoma remains firmly in the lead.
What This Means
The Tacoma’s consistent success isn’t accidental. Toyota has built a reputation for reliability, durability, and resale value. The truck appeals to both off-road enthusiasts and everyday drivers, making it a versatile choice. The current sales numbers demonstrate that the fourth-generation Tacoma has maintained, and even amplified, this appeal.
Future Competition
The mid-size truck market will become more competitive when Ram enters the segment with its own offering. However, dethroning the Tacoma will be a monumental task. Toyota has a strong brand loyalty and a proven track record. Ram will need a compelling product and aggressive marketing to gain significant market share.
The Tacoma’s continued success underscores the importance of building a reliable, well-regarded product. While competitors may improve, Toyota has established a commanding lead that will be difficult to overcome.
The Toyota Tacoma’s sales numbers are a clear indication of its enduring popularity. The truck remains the undisputed leader in its class, and its future success seems assured
