The Toyota Tacoma just made history in the heart of truck country. For the second consecutive year, the Texas Auto Writers Association (TAWA) named the Tacoma its Truck of Texas. This 2026 victory marks the first time a midsize pickup truck has secured back-to-back wins for the top honor. Traditionally, full-size pickups dominate this event, but the fourth-generation Tacoma has broken the mold by outperforming larger rivals in versatility and engineering.
Toyota now holds four of the last five Truck of Texas titles. The Toyota Tundra won in 2022 and 2024, while the Tacoma took the crown in 2025 and 2026. This winning streak arrives as the midsize pickup segment faces increased pressure from redesigned rivals. TAWA President Cory Fourniquet noted that the award underscores how the Tacoma sets the benchmark for durability and real-world performance.
Analyzing the 2025 Sales Surge
The award follows a massive year for the nameplate. In 2025, Toyota sold 274,638 Tacomas in the U.S. market. This represents a 42.4% increase over 2024. It was the best-selling year in the model's 30-year history. The 2024 dip occurred during the production transition to the new TNGA-F platform. Once inventory stabilized at dealerships, the Tacoma reclaimed its position. It has remained the best-selling midsize pickup for 21 years running.
| Year | U.S. Tacoma Sales | Year-over-Year Change |
|---|---|---|
| 2023 | 234,768 | - |
| 2024 | 192,813 | -17.9% |
| 2025 | 274,638 | +42.4% |
The Power of i-FORCE MAX Hybrid Technology
A primary driver for the Tacoma’s critical acclaim is the i-FORCE MAX hybrid powertrain. This system moves away from the old V6 and toward high-torque electrification. The i-FORCE MAX pairs a 2.4-liter turbocharged engine with a 48-hp electric motor integrated into the 8-speed automatic transmission.
This combination produces 326 horsepower and 465 lb-ft of torque. Compared to the previous 3.5-liter V6, torque has increased by 75%. This power is available at just 1,700 rpm, which improves towing and off-road crawling performance. The hybrid system is standard on the Trailhunter and TRD Pro grades and available on TRD Sport, TRD Off-Road, and Limited trims.
Performance Specs Comparison
- Standard i-FORCE: 228-278 hp / 243-317 lb-ft of torque.
- i-FORCE MAX Hybrid: 326 hp / 465 lb-ft of torque.
- Max Towing Capacity: 6,500 lbs (approx. $6,500 USD capability value).
- Max Payload: 1,710 lbs.
Tailored for Texas: Trailhunter vs TRD Pro
The Texas Truck Rodeo evaluation occurred at Eagles Canyon Raceway in Decatur, Texas. Journalists tested vehicles on street courses and technical off-road trails. The Tacoma Trailhunter and TRD Pro stood out for their specific hardware.
Tacoma Trailhunter: The Overlanding Specialist
The Trailhunter is a factory-developed rig designed for long-duration wilderness travel.
- Old Man Emu (OME) Suspension: 2.5-inch forged monotube shocks with rear remote reservoirs.
- Protection: Steel skid plates, frame-mounted rock rails, and an ARB steel rear bumper.
- Utility: High-mount air intake and an onboard air compressor.
- Price: Starts at approximately $63,000 USD.
Tacoma TRD Pro: The Desert Runner
The TRD Pro focuses on high-speed off-road performance.
- FOX QS3 Suspension: 2.5-inch internal bypass manual adjust shocks.
- IsoDynamic Performance Seats: A segment-first feature using an air-over-oil shock system to dampen body movement on rough terrain.
- Stance: A wider track and 33-inch Goodyear Territory R/T tires.
- Price: Starts at approximately $64,000 USD.
Engineering and Design Evolution
Toyota moved the Tacoma to the TNGA-F global truck platform, shared with the Tundra and Sequoia. This shift allowed for a high-strength boxed steel frame. One of the most significant mechanical updates is the multi-link coil spring rear suspension. Most grades now use this setup to replace the traditional leaf springs. It provides better ride quality and improved articulation. Leaf springs remain available on the SR, SR5 XtraCab, and TRD PreRunner for buyers prioritizing traditional utility.
Modern Interior and Tech
Inside, the Tacoma offers a 14-inch multimedia touchscreen running the latest Toyota Audio Multimedia system. Wireless Apple CarPlay and Android Auto are standard. The Limited grade adds luxury with Adaptive Variable Suspension (AVS) and power-retractable running boards.
Market Context and Competition
The midsize pickup segment grew by roughly 60% in late 2024 and early 2025. While the Chevrolet Colorado, GMC Canyon, Nissan Frontier, and Ford Ranger have all seen updates, the Tacoma’s volume remains unmatched. Toyota’s strategy involves offering 11 unique grades. This variety allows the brand to target different price points and use cases.
- SR: The work-focused entry model (approx. $31,500 USD).
- SR5: The high-volume consumer choice (approx. $36,200 USD).
- TRD PreRunner: A 2WD utility model with a rear locker (approx. $38,100 USD).
- TRD Sport: Focused on street style and handling (approx. $39,400 USD).
- TRD Off-Road: The go-to for enthusiasts (approx. $41,800 USD).
- Limited: The luxury-oriented trim (approx. $52,100 USD).
- Trailhunter: Built for overlanding.
- TRD Pro: Built for speed.
Why the Back-to-Back Win Matters
Winning Truck of Texas twice in a row signals that the fourth-generation Tacoma has successfully addressed previous limitations. Past generations often lacked the power or interior refinement of full-size trucks. By utilizing the i-FORCE MAX and TNGA-F platform, Toyota has narrowed that gap.
The Tacoma delivers the durability expected of a truck but with the technology and comfort levels of a modern SUV. The Texas Auto Writers Association notes that vehicles are scored on interior, exterior, value, performance, and personal appeal. The Tacoma’s ability to win against larger, more expensive V8-powered trucks proves its versatility and broad market appeal.
Future Outlook for the Tacoma
With 2025 U.S. sales setting a record, the momentum for the 2026 model year is strong. Toyota is also expanding its "Beyond Zero" initiative, with the hybrid powertrain serving as a bridge toward further electrification.
The Tacoma’s success validates the decision to move away from the V6. Buyers are prioritizing the 465 lb-ft of torque provided by the hybrid system over cylinder count. As more competitors enter the space with electrified options, the Tacoma’s early lead in hybrid truck technology provides a significant competitive advantage. For now, the Tacoma remains the leader of the midsize segment and, according to Texas writers, the standout choice for the entire truck market.
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