Over the last couple decades, Toyota has proven itself as a company that knows how to build and sell cars. If you beg to differ, take a step out your front door and count the number of Echos, Camrys and Corollas sitting in the driveways of your neighbors. After much success in the North American car market, Toyota has yet to really show the big three who's boss when it comes to trucks.
Towing power and re-sale value are just a couple of examples how the import truck makers have come up short while competing with domestic truck builders. Perhaps the largest obstacle that Toyota faces is overcoming brand loyalty that exists in this segment. With the current volatility of fuel prices and an uncertain future for General Motors, Ford and Dodge, however, the stage may be set for the faithful masses to look elsewhere sometime soon.
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2009 Toyota Tacoma Review on AutoGuide.com