2024 Toyota Tacoma Sales Down 60%. Are Fanboys Leaving Toyota?

The 2024 Toyota Tacoma has not been selling as well as the 2023, but there are multiple reasons why. We've never seen this much competition in the mid-sized market, and the competitors are good. Will Toyota eventually lose the status of "king of the midsized truck"? 2024 might be the year if so.

[patrickmurphy]

Toyota moved Tacoma production to Mexico for cheaper labor and marked the price up 9k and wonder why sales are tanking. 😂

[baronofgreymatter]

They deserve to be down 60%. The pricing is out of control.

[mojo]

Who wants a thin skinned, cheaply made, Mexican built, plasticky, 4 banger truck that can’t tow anything and costs 65k?

[healer]

The people did not leave Toyota, Toyota forgot about their people that supported their products for so long.

[JohnSmith-djgf]

So glad I just paid off my 2019 Tundra 5.7 and don’t have to worry about stupid truck prices for the next 15 years.

[chrisbaker]

Pretty simple. The fanboys were fanboys because they were guaranteed a great value in both high residual value and long term reliability. None of which is any longer guaranteed.

[oshkoshbegone]

It's 98% the price. That's it.

[mikeicee]

1. Overpriced and todays interest rates punish high prices.
2. 4 cylinder
3. Made in Mexico instead of USA
4. No rear leafsprings

[MarjanKaykavoosi]

I have bought Toyota for over 40 years and I would NEVER buy turbo charged engine for anything

[andrewgus]

A Nissan Frontier with a V6 and a 9-speed auto is $3K-$4K cheaper than a base Tacoma. You can get a basic F150 for the price of this new 4 cylinder Tacoma. Just not worth it.

[lrn_news]

That 2.7 turbo engine from GM is actually pretty reliable surprisingly, no major problems after 6-7 years. Some of these 2019 trucks have reached 200k miles and are holding up

[StewCal]

I’ve had 2 Tacomas, a 2008 and a 2017. For me the price of the 2024 is way too high. This seems to be the industry trend and I think people are starting to say no thank you…

[bryandoherty]

I bought a new Frontier because of the naturally aspirated engine, and minimal changes. Don't fix it if it ain't broke. I bought it March 2022 and I have not had an issue with it what so ever. Now that I see every new mid size coming out is a 4 cylinder turbo I don't regret it. I'm a mechanic so I see first hand that naturally aspirated engines always last longer then turbo, and I plan to keep the Frontier for a long time so long term reliability is important to me.

[Nemura]

Former Toyota salesman here: I was a sales person until recently. The discontent and disappointment is missive coming from the customer with this new turbo engine. It's not only with the Tacoma but with the Highlander, Tundra and Sequoia, Toyota will pay a big price for nor listening to their customer. Is Toyota the next Boeing? I'm so disappointed that I don't want to sell their products anymore.

[joerockt]

While I wouldn't be caught dead in a GM, 50K+ for these trucks is ridiculous

[Sasquatchflow]

They didn’t do what we wanted… we wanted a V6!

[sandystanley]

Keyless ignition, shove it
Electric parking brake, shove it
No naturally aspirated motor, shove it
Limited choices for manual transmission, shove it

[qzd]

Honda has no turbo - Toyota has done two mistakes 1.turbo 2. Price

[ygsvofn]

Yep jumped from 2018 Tacoma TRD Off road to 2023 Nisan Frontier Pro4X. $42k fully loaded with Nismo package, 3.8L V6 NA and 9-speed automatic transmission, Excellent drive train. Did not want 2.4L Turbo on a heavy truck.
Bought my 2018 Tacoma for $35k sold it with 72k miles for $31k added 11k+tax and got into new truck.
When Toyota dealer told me the price he wanted for a new Tacoma I just laughed and walked out of the dealership.
Colorado looks good and has decent price but I did not want to pay a cent of their mark up. Just walked into Nissan dealership and got one for 4k below asking price ready for overlanding.
Will keep Nissan for some time. I like simple and rugged and Tacoma is neither of those any more.
Also I think Toyota priced out lots of people out of Tacoma.

[PrepperDawg]

I'm at our local Toyota dealer in Athens GA getting our RAV4 serviced. Walked the lot and saw 14 new Tacomas on the lot. 22 new Tundras, all high trim levels. Crazy prices. Let them sit. Best bang for buck probably a camry or Corolla.