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In the world of midsize trucks, one pickup reigns supreme; and that is the Toyota Tacoma. Despite its age, the Taco remains one of the best-selling midsize trucks on the market. And that is pretty impressive when you consider that, objectively, it’s not actually the best truck. So, why does the 2023 Tacoma sell so well?

The 2023 Toyota Tacoma is an old truck people love

The third-gen Toyota Tacoma first went on sale for the 2016 model year. And even then, it was not that new of a midsize truck. In fact, the Tacoma shares quite a bit of its DNA with the previous generation that came out in 2004. 

Now, there was a facelift for the Tacoma in 2020. But that did not really change anything mechanically. So, how does a truck this old remain one of the hottest pickups on the market? The answer is kind of simple, Toyota has not attempted to fix something that isn’t broken. 

Sure, there have been major issues with rusty frames and various recalls. But, these Japanese auto manufacturer has continued to dominate the market. Even as other companies update and redesign the trucks that they offer, like the 2023 Chevy Colorado. 

Why is the Tacoma so popular?

Although the 2023 Toyota Tacoma is not the newest, most efficient, or most capable midsize truck, it remains popular. According to Motor1, Toyota sold 237,323 Tacomas in 2022. Making it the best-selling small truck and the fifth-best-selling vehicle in the pickup truck segment. 

The 2023 Toyota Tacoma drives through sand as a midsize truck.
2023 Toyota Tacoma | Toyota

There has been a slight decrease in sales over the years, but that might be because an all-new Tacoma is expected to be coming in the near future. We don’t have a lot of details about the redesigned Tacoma, it will probably mark some major changes, including new engines. 

Who makes the best midsize truck?

If you look at sales numbers, it looks like the 2023 Tacoma from Toyota is the best midsize truck. But other brands are really starting to step up what they offer. For instance, GM has introduced its new small truck. You can get it as a GMC or as a Chevy, and the 2023 Chevy Colorado is a sneaky good pickup. 

Because of that, it is time for Toyota to step up its truck game. The new Tundra really impressed me when I had the opportunity to drive the Capstone. It’s hard not to see a redesigned Tacoma doing the same. 

Despite its age, the Toyota Tacoma is the best-selling midsize truck.
2023 Toyota Tacoma | Toyota
Related The Toyota Tacoma Ranks Dead Last for Reliability Among Midsize Trucks

The Toyota Tacoma Ranks Dead Last for Reliability Among Midsize Trucks

The new Toyota Tacoma is expected to ride on the new TNGA-F platform. And that should mean a more comfortable and confident ride. Something I would love to see in the next-gen Tacoma is the 3.4-liter twin-turbocharged V6 found in the Sequoia, Tundra, and other Toyota products. If the brand did do that, it would likely detune the engine from its 389 horsepower and 479 pound-foot of torque. 

What will certainly be featured in this midsize truck is the T24A-FTS engine, which is a four-cylinder with a turbo. This engine has slowly been replacing V6 powerplants in the lineup, and it is even featured in the Lexus NX350.