Toyota may struggle to keep up with Detroit’s big 3 in the full-size pickup truck segment, but it’s another story in the midsize category, where the Tacoma dominates. This run of success has continued with the current Tacoma generation, which has just been named the winner of the Texas Auto Writers Association (TAWA) Truck of Texas. It’s the second consecutive year the Tacoma wins, and it also marks only the second time a midsize pickup has achieved the honor. That’s quite something since this is the 32nd annual Texas Truck Rodeo event.
Tacoma Impresses On And Off The Dirt
Toyota
The annual Texas Truck Rodeo by TAWA sees journalists test automakers’ trucks and SUVs on a street drive as well as on an off-road course. This latest edition took place at Eagles Canyon Raceway in Decatur, Texas. Vehicles were scored in categories like interior, exterior, performance, value for money, and personal appeal.
“It’s great to see Tacoma win the Truck of Texas again for the second year in a row. It caps a great 2025 with its best-selling year ever, continuing a run as the most popular midsize pickup in the U.S. the last 21 years in a row,” said Brock Cartlidge, senior manager of Toyota Vehicle Marketing and Communities. “We appreciate TAWA’s members recognizing the Tacoma as the first Truck of Texas from a segment other than full-size pickup.”
The latest generation of the Tacoma isn’t just a hit with industry experts. In terms of sales, Toyota sold 274,638 Tacomas last year, an increase of over 42% and marking the pickup’s best-ever year.
A Vast Improvement Over Previous-Gen Tacoma
The new Tacoma arrived in the spring of 2023 as a 2024 model, replacing the seriously outdated older model. One of the major changes was a new family of turbocharged four-cylinder engines, including a 326-horsepower hybrid at the top of the range. But even the base 228-hp turbo-four is a huge improvement over the old engine.
An available coil-spring suspension added some much-needed refinement to the still-tough pickup, and there’s a trim for every need—from the SR workhorse to the mighty TRD Pro, the Tacoma has all the bases covered.
“Earning Truck of Texas honors for the second consecutive year underscores how the Toyota Tacoma continues to set the benchmark for durability, capability, and real-world performance as judged by the Texas Auto Writers Association,” said TAWA President Cory Fourniquet.
Related: There Are Four Toyota Tacoma TRD Trims—Which One Should You Buy?
Why Isn’t The Tundra As Popular As The Tacoma?
Toyota
Last year, Toyota sold 147,610 Tundras—well over 100,000 fewer units than the Tacoma. Next to the over 940,000 full-size pickups sold by GM, the Tundra’s sales are poor. Ford also sold 828,832 F-Series pickups, while Ram managed 204,138 light-duty pickups.
The Tundra’s biggest problem is these three rivals, which have deeply loyal followings in the United States. At almost $10,000 pricier than the Tacoma, the Tundra is also much more expensive, and Toyota is traditionally a brand equated with affordability.
Toyota has no heavy-duty version of the Tundra, either, whereas all its American rivals have one. Finally, while the latest Tundra is a solid truck, it has faced its fair share of engine reliability concerns, something the Tacoma has not.
Right now, Toyota’s midsize Tacoma still hits the sweet spot for most buyers, a scenario that looks unlikely to change anytime soon. It’s simply the right mix of toughness, value, and brawn that buyers expect from the brand.
