Toyota Tacoma Sales Will Pass GMC Sierra in 2013

The dependable and resilient Toyota Tacoma is well on its way to overtaking the GMC Sierra in 2013, poised to become the fourth best-selling truck in North America. Can it climb even higher in the rankings? That remains to be seen.

The Toyota Tacoma is set to surpass the yearly sales of the GMC Sierra. It will secure its place as the fourth best-selling truck in North America. Is this just another milestone, or does it signal something bigger?

The mid-size truck segment has consistently been led by the Toyota Tacoma, which has already sold 39,467 units year to date. Its nearest competitor, according to March 2013 sales data from Pickuptrucks.com, is the Nissan Frontier, which has managed to sell only 12,178 units for the year. Month-to-month comparisons further highlight the Tacoma's dominance, with over 15,000 units sold in March 2013 compared to the Frontier's roughly 6,800 sales.

At the moment, the Tacoma is closing the gap with the much larger GMC Sierra. While it trails by about 1,500 units year-to-date, it outsold the Sierra by nearly 2,000 units in March 2013 alone.

Why Are These Sales Numbers Important?

The mid-size and compact truck market has largely been neglected by the so-called "Big 3." Ford discontinued U.S. production of the Ranger and now offers a global version that American customers cannot purchase. Chrysler phased out the Dakota years ago, focusing instead on the full-size market. GM, while retooling its entire lineup, is working hard to reintroduce the Chevy Colorado and GMC Sierra. However, these models are expected to be significantly larger than the Tacoma and may not directly compete with it.

Instead of ignoring customer demand, Toyota has maintained the Tacoma and made incremental improvements to keep it at the top of its game. You could argue that only Toyota is providing what consumers truly want—a rugged, reliable compact truck and a safe, powerful half-ton truck. Other manufacturers seem more focused on maximizing profits, concentrating their efforts on larger, heavier-duty trucks.

In the long run, Toyota's approach will attract many new customers. These compact truck buyers are fiercely loyal and prefer smaller trucks over full-size ones. By winning over these buyers, Toyota is effectively converting them into new brand enthusiasts. This kind of customer conversion is the ultimate goal for all truck manufacturers and is incredibly challenging to achieve. These new customers could potentially be swayed to explore other Toyota products, meaning competitors might lose not only compact truck sales but also full-size truck, passenger car, and van sales. This shift would undoubtedly benefit Toyota.

What are your thoughts? Do you believe Ford, GM, or Chrysler cares about compact truck buyers? Is the Tacoma surpassing the GMC Sierra significant to you?

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