GM Targets Toyota Tacoma Buyers as Midsize Pickup Market Surges
General Motors is intensifying efforts to win midsize pickup customers from Toyota, leveraging the revived Chevrolet Colorado and GMC Canyon as the segment expands rapidly in the US.
General Motors is sharpening its focus on the US midsize pickup segment, aiming to attract buyers away from Toyota’s dominant Tacoma. The push comes as the market has more than doubled in size within a year, with GM’s Chevrolet Colorado and GMC Canyon leading the company’s renewed assault on a category it once abandoned.
GM's strategy to regain ground
After discontinuing the previous Colorado and Canyon in 2012, GM returned to the midsize pickup market in late 2014. The new Colorado and Canyon were designed to address both fuel economy and capability, with the Colorado in particular positioned as a more modern, versatile alternative to the Tacoma. GM’s approach is twofold: take share from Toyota and expand the segment by appealing to buyers who might otherwise choose a crossover or SUV.
Chevrolet’s marketing for the Colorado has focused on technology and comfort, including features such as 4G LTE connectivity, leather seats, and advanced driver assistance systems. The aim is to attract active-lifestyle buyers in urban and suburban areas who want a practical but refined vehicle. The Colorado’s maximum towing capacity of 7,000 pounds and fuel economy of up to 27 mpg with a four-cylinder engine are highlighted as key advantages over rivals.
- 2.5-litre four-cylinder petrol engine (193 hp, 184 lb-ft)
- 3.6-litre V6 petrol engine (305 hp, 270 lb-ft)
- 2.8-litre Duramax diesel (from 2016 model year)
- Maximum towing capacity: 7,000 lbs (Colorado V6)
- Up to 27 mpg (Colorado four-cylinder)
Market dynamics and Toyota's lead
Toyota has held a commanding position in midsize pickups for years, with the Tacoma accounting for the majority of sales after Ford and GM exited the segment in the early 2010s. In 2016, Tacoma sales reached 191,631 units, up 20% from 2013, even as GM’s revived models gained traction. The Colorado and Canyon together delivered 146,174 units in 2016, reflecting a 28% year-on-year increase but still trailing Toyota by a clear margin.
GM’s supply constraints initially limited the pace at which it could close the gap, but increased production has allowed for further gains. Early 2017 figures showed GM’s midsize pickups growing faster than the Tacoma, but Toyota’s lead remained substantial. The segment is expected to become even more competitive with Ford’s planned return via a new Ranger.
Appealing to new types of buyers
GM’s campaign is not limited to traditional pickup customers. The Colorado is pitched as an alternative to crossovers, with a smaller footprint than a full-size truck but more capability than a typical SUV. This approach is intended to draw in buyers from “smile states” such as California, where lifestyle and practicality often outweigh raw towing figures.
The company is also offering a range of configurations, including extended and crew cabs, multiple bed lengths, and a work truck package with options for fleet buyers. Safety features such as forward collision alert and lane departure warning are available, reflecting the shift in buyer expectations for comfort and technology even in work-focused vehicles.
Competitive outlook
While GM has gained ground, the Tacoma’s established reputation and loyal customer base remain hurdles. The arrival of diesel options in the Colorado and Canyon for the 2016 model year was intended to further differentiate GM’s offerings, but Toyota’s planned updates to the Tacoma and Ford’s upcoming Ranger are likely to keep pressure on all players. For now, GM’s best hope is to keep expanding its share before the segment becomes even more crowded.
For more on the 2016 Tacoma’s updates, see2016 Toyota Tacoma debuts at Detroit with new V6 and updated tech. For GMC’s premium entry in the segment, seeGMC Reveals 2017 Canyon Denali as Premium Mid-Size Pickup.
