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New Toyota Tacoma, Ranger, Colorado/Canyon fight for midsize truck dominance

Sam Wedll has been driving his Toyota Tacoma pickup on the rugged roads of Northern California for seven trouble-free years, racking up almost 100,000 miles, so he’s interested in the redesigned version of the truck coming later this year. He paid $34,000 for his truck in 2016, loading it with plenty of options. HeÂ’s eyeing the new gas-electric hybrid Toyota Motor Corp. is going to offer, but Wedll, who does his own repairs, isnÂ’t interested in paying luxury prices. “The hybrid is pretty interesting to me because I like the idea of the fuel efficiency,” says Wedll, 47, a casino operations manager in Blue Lake, California. “IÂ’m just trying to save some costs wherever possible.” The Tacoma, known as the Taco to its legions of loyalists, is the leader of the pack in midsize pickups, one of the fastest-growing auto markets of the past decade. With outdoorsy weekend warriors and do-it-yourselfers looking for a truck that could fit in their garage, sales of midsize pickups more than doubled from 2010 to 2020. General Motors Co. and Ford Motor Co., which abandoned the market segment when sales slowed early this century, returned with new trucks to take on the Tacoma, which has dominated the medium truck market for almost two decades. Although it's easy to predict that the most lushly appointed versions of the new Taco could approach $50,000 (prices wonÂ’t be announced until later this year), Toyota insists it isnÂ’t backing away from budget buyers even as it rolls out fancier trucks. The current Tacoma starts at $28,030, and the company says affordability is critical to its success. In fact, Toyota will continue to offer the Taco with an old-school stick shift. The Tacoma controls 42% of the midsize truck market and outsells FordÂ’s offering 4 to 1. ThatÂ’s a role reversal from the full-size pickup market, where FordÂ’s F-Series has ruled the road for 46 years. Tacoma sales in the U.S. surpassed 237,000 last year, more than twice the number of GMÂ’s No. 2-ranked Chevrolet Colorado, according to consultant LMC Automotive. But as growth in the overall segment slows, the midsize market is developing into more of a turf war, with manufacturers vying for the sweetest highest-margin spots. “This segment is likely past its prime growth spurt,” says Jeff Schuster, president of the Americas for LMC Automotive.

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Subcompact sales slump, yet again

Toyota highlights JDM Mark X with special Yellow Label edition

Never heard of the Toyota Mark X? That's because the Japanese automaker only sells it in its home market (and in China as the Reiz). It's a rear-drive (or all-wheel-drive) sports sedan about the size of a Lexus IS, whose existence is probably why Toyota will never bring the Mark X to North America. The current model has been on the market since 2009, but Toyota is rolling out a series of updates - including the new Yellow Label model pictured here.
Available on the 250G, 250G Four and 250G S trim levels, the Yellow Label gets a special shade of Awaken Yellow paint (though it can be had in black, white or silver as well), with an interior decked out in either yellow or black. It also gets piano lacquer trim, yellow stitching, pink gold accents, special tread plates and other interior equipment upgrades, as well as a unique set of alloys. All of which makes the Toyota Mark X Yellow Label perfect for recreating scenes from Kill Bill without the need to squeeze into yellow leathers. (In fact we wouldn't be surprised to see Toyota doing just that for a promo clip.)
Power comes from a 2.5-liter V6 (and not the larger 3.5 available on the 350S model) channeled through a six-speed automatic to either the rear wheels or all four. Pricing ranges between 2.8 and 3.1 million yen (~$26-30k), representing a premium of about 106k yen ($1k) over non-yellow models. Toyota operates four distinct dealer networks in Japan, and the Mark X is sold through Toyopet stores.