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Is a reputable king falling from its throne? The Toyota Tacoma is at risk of losing its spot as the best-selling mid-size pickup truck for years. Did Toyota mess up its recipe for success upon launching the new generation? 

The Toyota Tacoma faces declining sales 

For years, the Toyota Tacoma has been impossible to catch. It outsold rivals like the Ford Ranger and the Chevrolet Colorado by thousands of units. 

But the classic Tacoma that everybody loved was from the third generation from 2016 until 2023. The fourth generation launched in 2024 and it’s off to a slow start. 

During the first half of 2024, the Tacoma sold 116,845 models. But in the first half of 2024, it only sold 69,437 trucks for a decline of 40.6%. That’s massive. 

If this decline continues, the Tacoma could be caught and surpassed by the Chevy Colorado. The Colorado sold 34,139 models in the first half of 2023 and 41,823 models in the first half of 2024. That’s a 26.1% sales increase. 

The Tacoma still has a sizable lead at the moment, but it’s the closest it has been to getting caught in years. 

There are a few different reasons why sales could be lacking. For example, production moved from Texas to Mexico, so the time to outfit factories to produce the new model may have caused delays. 

The 2024 Toyota Tacoma splashing through mud
2024 Toyota Tacoma | Toyota

Also, supply chain shortages could have led to delays even though things are finally back on track for the most part. 

Some Toyota fans are upset about the pricing. The 2023 Tacoma starts at $28,600 and the 2024 Tacoma starts at $31,500. 

That’s a $2,900 increase before the destination fees, dealership fees, and insane markups are added. With inflation running rampant, markups are higher than ever. 

Buyers might just be cautious. The new Tundra generation rolled out with tons of issues such as trim problems, electrical issues, and widespread engine failure. 

People suggest never buying a new car during its first model year to give it time to work out its problems. Complaints about transmission failure could be the Tacoma’s first massive issue to solve. 

The year is still early, so stay tuned for updates.

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Allison Barfield

Allison Barfield joined MotorBiscuit in 2020 and covers all things trucks, SUVs, and Jeeps. Having grown up on a farm in Rock Hill, South Carolina, she’s no stranger to the “Best in Class” truck and SUV debates; people in her hometown were always gathering to help work on vehicles together, and deliberation would naturally arise.

Allison graduated from the University of South Carolina with a degree in Media Arts. She has helped bring awareness to issues Women In Trucking face and has promoted Truckers Against Trafficking, an anti-trafficking NGO.

A fan of creatively dark literature, Allison appreciates the works of Shirley Jackson and Emily Dickenson. She lives in a mountainous area of the country and enjoys off-roading and camping. Her dog, Bruce, often joins her in testing trucks and SUVs for our site.