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H1 2023 Mid-Size Pickup Truck Sales Report: Toyota Tacoma Dominates Segment

Toyota Tacoma 10 photos
Photo: Toyota / edited
2023 Toyota Tacoma model year official introduction2023 Toyota Tacoma model year official introduction2023 Toyota Tacoma model year official introduction2023 Toyota Tacoma model year official introduction2023 Toyota Tacoma model year official introduction2023 Toyota Tacoma model year official introduction2023 Toyota Tacoma model year official introduction2023 Toyota Tacoma model year official introduction2023 Toyota Tacoma model year official introduction
Although prospective customers were fully aware that a brand-new Tacoma is under development for 2024, the outgoing model sold like hotcakes in the first half of 2023. With 116,845 deliveries in the United States, the Tacoma still is the segment's best-selling pickup truck.
In second place, Nissan delivered 34,139 examples of the Frontier, which is 20.9 percent worse than in the first half of the prior year. The Chevrolet Colorado netted 33,165 (24.9 percent worse than in H1 2022), and the Jeep Gladiator moved 27,326 units (29 percent worse).

Even though it's not a body-on-frame midsizer, the Honda Ridgeline did pretty well during this period. The Pilot-based truck totaled 27,430 deliveries (38.6 better than in H1 2022), which puts it ahead of the Gladiator off-road-oriented truck in terms of sales. Next up, the Ranger continues to disappoint with only 24,118 units (28.7 percent worse) to its name over Q1 and Q2 2023.

The GMC Canyon, which is joined at the hip to the Chevrolet Colorado, is dead last with only 11,724 deliveries or 14.2 percent fewer trucks compared to the first six months of 2022. Be that as it may, the 44,889 combined sales for the Canyon and Colorado put General Motors in second place, right behind Toyota.

Renowned for its reliability and resale value, the Tacoma switched to the TNGA-F (Toyota New Generation Architecture – Frame) vehicle architecture for 2024. In other words, Toyota shortened the Tundra's chassis for the all-new Tacoma. Twinned with the Lexus GX and next-generation Toyota Land Cruiser Prado, the 2024 model is expected to start at circa $30,000 later this year when it goes on sale in the US market. By comparison, 2023 prices range from $28,250 for the SR Access Cab to $47,685 for the TRD Pro Double Cab.

Redesigned for the 2023 model year on their predecessors' 31XX platform, the Colorado and Canyon retail at $29,200 and $36,900 at press time. Not long now, the ZR2 Bison and AT4X AEV Edition will roll out for 2024 as two of the most off-road-capable trucks in the segment. The V6-only Nissan Frontier, meanwhile, carries a recommended price of $29,370.

Over at Stellantis – the company that resulted from the merger between FCA and PSA – the Jeep Gladiator is an expensive truck at $38,990 (sans destination fee). The same can be said about the unibody Ridgeline, which Honda presently advertises at a cool $38,800.

Last but certainly not least, the Ford Motor Company also redesigned the Ranger for the 2024 model year. Similar to General Motors, the T6 platform was updated for the all-new Ranger. The most significant change over 2023 is the introduction of the Raptor to the US market, which is closely related to the Bronco Raptor (think 3.0-liter EcoBoost V6, 10-speed automatic transmission, the T6.2 platform, and so forth).

Already available to configure, the 2024 model starts at $32,585 for the XL SuperCrew with the 2.3-liter EcoBoost and rear-wheel drive. At the other end of the spectrum, the 4WD Raptor is $55,365 before extras.
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 Download: Ford, GM, Toyota, Nissan, Stellantis, Honda H1 2023 US sales (PDF)

About the author: Mircea Panait
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After a 1:43 scale model of a Ferrari 250 GTO sparked Mircea's interest for cars when he was a kid, an early internship at Top Gear sealed his career path. He's most interested in muscle cars and American trucks, but he takes a passing interest in quirky kei cars as well.
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