2007 Toyota 4runner Limited on 2040-cars

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2013 Toyota Tacoma TRD Sport

"Oh yeah, Toyota still makes the Tacoma." Admit it, that's what you just said to yourself. It's a perfectly natural reaction, but the Tacoma has been quietly anchoring its segment for years, outselling every other compact pickup without making too much of a fuss. Toyota hasn't neglected the Tacoma - it was updated in 2012 with a revised nose and interior as the most noteable changes.
In a world awash with high-value fullsize pickups all vying for your attention, the Tacoma still charms more than a few buyers out of their cash. I hooked a Tacoma for a week to see whether it still has enough to recommend it.
Driving Notes

Here We Go Again: Lexus attacks EVs in new ad [UPDATE]

UPDATE: We got a comment from founding member of Plug In America Paul Scott on this ad. It's available below. The last time Lexus attacked plug-in battery vehicles in an ad, it had to apologize. The company is remaining on message, though, and has revisited a hybrid-vehicle advertising campaign that implies that driving a battery-electric vehicle is a big waste of time, because of all the charging you need to do. With the new spot, Lexus once again raised hackles of plug-in vehicle advocates because, once again, the accuracy is questioned. "The ad's message was that a consumer could [drive] a vehicle with advanced technology today, without sacrifice or change in habit." – Lexus spokesman Brian Bolain Lexus is running print ads (click to enlarge) in publications like Wired poking fun at EVs, the International Business Times says. Lexus highlights range anxiety in the spot, comparing the amount of time it takes to fully recharge an EV – and the idea that air conditioning and using the radio can shorten an EV's range – to the fun of just driving a Lexus. "The [print] ad was merely intended to paint a picture of life with a hybrid, which is basically no different from life with a traditional gas-powered vehicle, versus life with an EV, which can have challenges or at least uncertainties," Lexus spokesman Brian Bolain told AutoblogGreen. "In other words, at its core, the ad's message was that a consumer could participate in driving a vehicle with advanced technology today, without sacrifice or change in habit." The campaign picks up where Lexus's previous anti-EV campaign left off this spring. A website promoting Lexus's hybrids (and parent company Toyota's H2 vehicles) claimed that there was a hydrogen refueling infrastructure set up in 20 US states (not anywhere close to true). Plug-in advocates were also quick to note that higher-powered EV recharging systems can allow a plug-in to be recharged in far less than the four hours the Lexus site claimed. Of course, Toyota has a lot more skin in the game when it comes to hybrids and, starting next year, hydrogen fuel-cell vehicles than it does for plug-ins. Through August, the company sold just 842 RAV4 EVs and about 11,500 Toyota Prius Plug-in Hybrids in the US. That compares to almost 19,000 Nissan Leaf EVs and a Tesla Model S count that's likely close to that figure as well (Tesla breaks out neither monthly sales numbers nor US-only sales for the Model S).

Toyota struggling in Latin American market, attempting recovery

With uncertainty in the US and Chinese markets, automakers are scrambling to rev up their efforts in what were traditionally secondary markets. Take Toyota's efforts in Latin America. A recent story from The Wall Street Journal highlights the Japanese brand's push in the southern hemisphere, particularly in Brazil, where it has expanded its operations and installed new executives with a greater range of powers, all in a bid to grab a bigger slice of the ever-growing South American pie.
South America is dominated by General Motors, Fiat and Volkswagen, which maintain a combined 60 percent of the market share - Toyota holds a mere 4.5 percent. The WSJ spoke with Steve St. Angelo, Toyota's boss in Latin America, who said, "We are playing catch up, but we're catching up fast. We now have the resources to give the region the attention it really needs and deserves."
That attention includes an all-new, locally produced small car called the Etios. As bewildering as it seems, Toyota wasn't competing in the low-cost economy car market in South America. With the Etios, which arrived in September of 2012, its sales in the first seven months of 2013 are up 75 percent.