Here’s the headline news up front: the Toyota Tacoma just had the best sales year in its history, and it wasn’t even a photo finish. Toyota sold 274,638 Tacomas in the U.S. last year- proof that Americans still absolutely love midsize pickups.
Sales didn’t just tick up. They surged. Tacoma volume jumped 42.4 percent compared to the previous year, with more than 25,000 trucks sold in December alone. That number is about 3,000 units higher than in December 2024.
This new total blows past the previous record from 2021, when Toyota sold 252,490 Tacomas. Three decades after its debut, the truck is still finding new buyers at a record pace.
Tacoma Still Runs The Midsize Truck Segment
If you’re wondering whether this is just a strong year for trucks in general, the answer is no. The Tacoma still leads the midsize pack by a wide margin.
Chevy sold just over 107,000 Colorados last year. Nissan moved a little more than 65,000 Frontiers. GMC’s Canyon crossed about 37,000 units. Ford hasn’t released Ranger figures yet, but realistically, it won’t threaten the Tacoma’s total.
Why The Tacoma Works So Well
Nothing about this success is complicated. The Tacoma delivers exactly what buyers want in a midsize pickup.
It looks tough. It drives like a truck. It has a reputation for lasting forever and holding its value. People buy Tacomas knowing exactly what they’re getting, and that kind of trust is powerful.
The latest model improved the formula rather than reinventing it. Better tech, nicer cabins, stronger powertrains, and the addition of hybrid options all arrived without sanding off the truck’s personality. Add trims like TRD Pro and Trailhunter and it becomes an easy lifestyle purchase.
Midsize Pickups Are Perfect For America!
There’s also a timing factor here. Not everyone wants or needs a massive half-ton truck anymore. Midsize pickups are easier to park, easier to commute in, and easier to live with, while still able to tow, haul, camp, and head off-road. For a lot of buyers, that’s the sweet spot. The Tacoma sits right in the middle of it. Hybrid options only make the idea more appealing.
Midsize Pickup Space To Have More Competition Soon
The midsize pickup market is alive and well, and the Toyota Tacoma is still the automatic answer for most buyers shopping in it.
New rivals are coming. Ram’s Dakota is expected around 2027. Ford will keep pushing Ranger upgrades. GM will continue refining Colorado and Canyon. But right now, nobody is seriously threatening Toyota’s position.
Toyota As A Whole Had A Strong Year
The Tacoma’s big year fits into a larger story: Toyota, broadly, had a very good 2025 in the U.S. Total brand sales climbed 8 percent year over year. Nearly 47 percent of all Toyota and Lexus sales were hybrids or plug-in hybrids, which shows where the company’s real momentum is.
Several nameplates had standout performances. The Crown Signia more than doubled its sales in its first full year, from just over 10,000 to more than 20,000. Prius sales rose 26.3 percent. The Supra saw a 12.9 percent bump. Mainstream staples nudged upward too, with the RAV4 up 0.9 percent, Camry up 2.0 percent, and Corolla up 6.5 percent.
Not every badge was a winner. GR86 sales dipped 13 percent, and the Crown sedan fell sharply by 37.4 percent. Even so, the overall trajectory stayed positive.
Lexus Quietly Broke Its Own Record
The success story continues on the luxury side. The brand closed out its best year ever, selling 370,260 vehicles in the U.S., up 7.1 percent from the year before.
The RX once again led the way, with more than 113,000 units sold. The NX followed at nearly 77,000, while the new TX and the ES sedan turned in strong totals of their own.
The performance lineup didn’t share the momentum. RC sales slid 27.2 percent after the model was discontinued, and LC sales fell 12.2 percent, likely not helped by the end of the LC hybrid.
