Toyota’s midsize pickup truck just wrapped up its best year ever, selling more than 30 years after it first arrived in American driveways. The Tacoma moved 274,638 units in 2025, crushing the competition and proving that truck buyers still can’t get enough of Toyota’s reliable workhorse.

• Toyota sold 274,638 Tacomas in 2025, marking a 42.4 percent increase over the previous year.
• The 2025 total beats Tacoma’s previous record set in 2021, when Toyota sold 252,490 units.
• The Tacoma outsells its nearest competitor, the Chevrolet Colorado, by roughly two-to-one.

What’s Driving the Record Numbers?

The numbers tell a story that any truck manufacturer would envy. Toyota sold 274,638 Tacoma vehicles last year, up from 192,813 in 2024. That’s not a small bump; we’re talking about a massive jump that left competitors eating dust.

The Tacoma set an all-time sales record with really no changes beyond better availability. After dealing with inventory constraints during the 2024 model year transition, dealers finally had trucks on their lots. Turns out, when you give people the chance to buy a Tacoma, they buy it.

December alone accounted for more than 25,000 sales, just over 3,000 more than the same month last year. That strong finish helped push the year-end total past the old record by a comfortable margin.

How the Competition Stacks Up

If you’re shopping for a midsize truck and wondering how other options compare, the sales numbers paint a clear picture. Through Q3 2025, the Colorado moved 77,390 units compared to the Tacoma’s 204,464. That two-to-one ratio shows just how dominant Toyota remains in this segment.

The Ford Ranger, also redesigned for 2024, has found momentum with its new model but remains well behind Toyota’s segment leader. Meanwhile, the Nissan Frontier and Jeep Gladiator continue fighting for smaller pieces of a market that Toyota controls convincingly.

What makes these numbers even more interesting is that the Tacoma pulls them off while being built entirely in Mexico. Some buyers might care about where their truck is assembled, but clearly, the majority don’t. They want the reliability and resale value that comes with the Tacoma badge.

The Hybrid Success Story

One surprise in the Tacoma’s success story is how well the hybrid version has performed. The i-FORCE MAX hybrid has proven popular despite its price premium, accounting for over 22,000 sales through the first nine months of 2025. Buyers appear willing to pay for the additional torque and the 2,400-watt bed-mounted inverter that comes standard with the hybrid powertrain.

That’s a big deal. Truck buyers have traditionally been skeptical of anything that wasn’t a big V8 or V6. But Toyota managed to make the hybrid pitch work by focusing on what matters, more power, more capability, and practical features like that massive inverter you can use at job sites or camping trips.

Should You Buy One?

With numbers like these, you might be wondering if now’s the time to jump into a new Tacoma. The 2026 Toyota Tacoma starts at $32,145, with its final configuration, the TRD Pro, starting at $64,350. That’s a wide price range that covers everything from basic work trucks to fully loaded off-road machines.

Toyota brought back the six-speed manual transmission as an option for buyers who prefer three pedals, making the Tacoma the only truck in America currently available with a manual gearbox. That’s become a surprisingly big selling point for enthusiasts who want to row their own gears.

If you’re budget-conscious, shopping for a used Toyota Tacoma might make sense; these trucks hold their value better than almost anything else on four wheels. But with the redesigned fourth-generation model offering better technology, more power options, and a thoroughly updated interior, paying extra for a new one gets you real improvements over older models.

The Tacoma’s reputation for durability, off-road capability, and strong resale value continues to attract buyers ranging from construction contractors to weekend overlanders. Whether you need a daily driver, a work truck, or something to take into the wilderness on weekends, the Tacoma handles all three roles without breaking a sweat.

These record sales numbers aren’t a fluke. They’re proof that Toyota built exactly what midsize truck buyers want, and they’re willing to pay for it.