When Toyota unveiled the new generation of its Tacoma in April 2024, we discovered, unsurprisingly, an exciting, refined, and more complete product than ever. One doubt remained, however, with a saltier price range than ever.
The Tacoma continues to dominate the midsize truck segment
The model had a record year in North America in 2025
In Canada, the company sold 16,527 units in 2025
Consumers have spoken; 2025 was the best year for the Toyota Tacoma in North America. In fact, both in Canada and the United States, the model set records for annual sales, with 274,638 units sold in the United States. In Canada, 16,527 versions found buyers. Of that number, 3,064 run on hybrid powertrains.
While we may criticize the fact that vehicle prices are higher than ever and that consumers need relief with more affordable models, when we see results like these, we realize that when people want something, they’re willing to pay.
The least expensive Tacoma sells for close to $52,000 in Canada, before fees. The price can flirt with $90,000, still before fees, with a Trailhunter variant. For our southern neighbors, the offering starts at just over $32,000 US, before related fees.
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The difference is notable. That said, the bill can climb to $64,000 US south of our border.
Indeed, the model’s reputation and reliability history play greatly in its favor. The competition is there with interesting products as well, which adds to the feat achieved by the Tacoma.
In fact, speaking of rivals, the Chevrolet Colorado came in second place in sales, with 107,867 units, a figure also up from 2024.
Toyota reports a spectacular increase in Tacoma sales compared to 2024, both in the United States and Canada. We must be careful with the numbers, however, because the generation transition in 2024 created gaps.
Nevertheless, the Tacoma remains the king in its segment, which it has outrageously dominated for at least two decades.
And there’s nothing to make us believe that things will change in 2026.
