At present, the Toyota Tacoma outsells GM’s midsize pickups, the Chevy Colorado and GMC Canyon, by a significant margin. The reasons behind the gap are varied, but one of the reasons has to be GM’s decision to drop the Colorado and Canyon nameplates in 2012.
So then – exactly how big of a gap are we talking about? Well, according to the latest sales figures, the Toyota Tacoma leads the mainstream pickup segment with a massive 42 percent market share, selling 237,323 units during the 2022 calendar year. By comparison, the Chevy Colorado grabbed 16 percent of the market with 89,197 units sold, while the GMC Canyon grabbed 4 percent of the market with 27,819 units sold.
Sales Numbers - Midsize Mainstream Pickup Trucks - 2022 - USA
| MODEL | YTD 22 / YTD 21 | YTD 22 | YTD 21 | YTD 22 SHARE | YTD 21 SHARE |
|---|---|---|---|---|---|
| TOYOTA TACOMA | -6.02% | 237,323 | 252,520 | 42% | 42% |
| CHEVROLET COLORADO | +22.17% | 89,197 | 73,008 | 16% | 12% |
| JEEP GLADIATOR | -13.22% | 77,855 | 89,712 | 14% | 15% |
| NISSAN FRONTIER | +25.52% | 76,183 | 60,693 | 13% | 10% |
| FORD RANGER | -39.84% | 57,005 | 94,755 | 10% | 16% |
| GMC CANYON | +15.31% | 27,819 | 24,125 | 5% | 4% |
| TOTAL | -4.95% | 565,382 | 594,813 |
That’s quite a shame, given the GM models are arguably the better products. That includes the outgoing generation, produced between the 2015 and 2022 model years. Compared to the Toyota Tacoma, the two GM pickups are more modern and offer a better overall driving experience, with better infotainment, better powertrains, and, with the previous generation being the only vehicles in the segment to offer a diesel engine, more powertrain diversity as well.
So the question remains – why aren’t the two GM models keeping up with the Toyota Tacoma?
For starters, GM opted to drop both nameplates for two years, discontinuing the models in the U.S. in 2012 before reviving the Colorado and Canyon in 2014. GM’s decision coincided with Ford’s decision to drop the Ranger in 2012 as well, providing Toyota with an opportunity to improve its brand image and make the Tacoma a household name for midsize pickup truck buyers.
And that’s exactly what the Japanese automaker did. The Tacoma is now recognized as a tough-as-nails, ultra-reliable, nearly bulletproof truck. Toyota also seems to have more production capacity, as Tacoma production is spread across two plants, with 113,000 units produced in Guanajuato, and 133,000 units produced in Tijuana, through November of the 2022 calendar year.
Meanwhile, the brand image for the GM’s two pickup models went the other direction. Consumer Reports, for examples, has highlighted the Chevy Colorado and GMC Canyon as among the least reliable vehicles available today, while the trucks’ eight-speed automatic transmission certainly hasn’t helped.
That said, the two GM models are poised to improve for the 2023 model year, at least from a product standpoint. Both nameplates were recently overhauled, including that troublesome eight-speed automatic.
But we want to know – why do you think Toyota is outselling GM in this segment? Will the 2023 Chevy Colorado and 2023 GMC Canyon help to close the gap in terms of sales volume? Let us know by posting in the comments, and remember to subscribe to GM Authority for more Chevy Colorado news, GMC Canyon news, Chevy news, GMC news, GM business news, GM sales news, and around-the-clock GM news coverage.
Comments
All I can say is, I spent a week in Colorado in a Tacoma and I have never had a more miserable riding/driving experience in my life. Never again, in a Tacoma.
But have you driven a Colorado in Tacoma?
I definitely like to redesign of the Colorado for the 23 year but there’s only one thing that’s itching me is that GM has made up their mind to take away the other variance of power i.e.the V6 and 2.7 Duramax diesel for these trucks and have settled for only a 2.7l 4 cylinder that makes 310 horsepower at the crank, this truck should be powered with a 3.6l V6 or the 3.8 V6 diesel that are sticking in their Silverado.
The Canyon will be approximately 15 pounds per horse. For perspective the Sierra 1500 Denali with a 6.2L engine is approximately 14 pounds per horse. That is a very similar power-to-weight ratio. (For further perspective the GMC Terrain with the 1.5L LYX is approximately 21 pounds per horse, while the Hummer EV Edition 1, with its insane performance, is approximately 10 pounds per horse.) Anyone who tells you the 2.7L L3B isn’t powerful enough for the Canyon hasn’t driven a 2.7L L3B.
While we’re at it, do you know how much power the 3.6L V6 (LGZ) produces? 308 HP and 275 lb ft of torque. That’s 2 fewer horsepower and ONE HUNDRED FIFTY FIVE lb ft less torque. Still think that’s a better fit for the Canyon? Really?!?
There are plenty of things to criticize about the new Canyon (no long bed option, still no power sliding rear window, still no Homelink / Universal Home Remote, etc.), but power isn’t one of them. Swing and a miss.
And there lies the problem. Ask an American Japanese person if they would buy a Toyota Tacoma or Colorado. The answer is a given. So ask an American and 4 cylinder trucks are unheard of. The answer goes back to early American civilization when sixes and eights ruled the streets.
Yeah. Ignorance is the problem. It almost always is.
Personally I strive for understanding objective reality rather than relying on “givens”, which are actually just an indicator of an unquestioned assumption. As someone who has spent time in Japan, who speaks Japanese, and who has sold GMCs to Japanese customers, I can assure you, your assumptions about Japanese people are not so accurate as you believe. MANY are very interested in Western/American culture. There are people in Japan who are so interested in it that they go through the expensive, difficult process of importing a Chevy truck or SUV, and paying the very expensive taxes and emissions fees to register them. They are well aware that there are Japanese trucks and SUVs available to them. That’s not the only factor. There are MANY factors that guide people’s purchasing decisions.
An assumption is something that has taken a form of it’s own. No facts are needed. The obvious is Japanese strive for perfection and cling to it like shit on a diaper. We Americans love our rumbling V8 engines and refuse to accept that a sissy 4 banger belongs in a truck. The Tundra will never Compete with American Trucks yet the Japanese will continue to buy them because supposedly those trucks are perfect. I had a Japanese friend in High School and another in College. So no bad intent towards them. It’s a culture thing. So your point has no point and people in Japan I don’t think drive Colorado’s instead of Tacoma’s. I drive a 2004 Silverado hd V8 with the same belts, hoses, radio, air conditioning,shocks etc. Purrs like a Siamese Cat.
SMDH you are wong. Japanese love their cars and Americans love their cars and the world goes round and round. I love my 2004 Silverado HD 1500 with all the original belts hoses etc etc. It doesn’t clunk like a 2022 Chevrolet 4 banger. Purrs like a kitten still and finds those gears when it needs to.
That is positively hilarious! I mean a simple Google search would reveal the many Japanese owners of American trucks. But you just enjoy your ignorance. ✌️
OK so I looked it up. They need the steering wheel on their right. No deal for American Auto makers. Jeep does supply these. They want tiny cars not luxury cars. No big profits for GM so no deal. And free top of the line service that they pick up your car and then return it serviced. Strike three. So let’s just keep them them out of the conversation. Topic is Colorado. And yes I am very ignorant growing up a laborer and then a full time provider. Never had the chance to excel. But common sense tells me if a four banger and V8 get the same MPG on the same vehicle then take the top of the crop. The Colorado will lose a sale.
I have always been a diehard ford and Chevy fan but I hate to say it but it’s true these trucks are unreliable to much electrical parts to fail slow down I’d rather have a dependable truck rather than the next new gadget last good vehicles made by American companies where in 2003 I can’t stand to see it this way these trucks remind me of BRANDON ——WORTHLESS as tits on a turtle. I hate to say it but I bought a toyota for the first time first foreign ride and wow it feels nice to just drive buy gas and oil changes and brakes that’s it for the last 3.5 years have impala total trash heep put me in the poor house. Have some pride in your vehicles not your bottom line. About to go buy a 23 Tacoma can’t find a reason to buy these trucks blowing up with 10k on them trans going out in 30k crazy step up your game Chevy ford or you will be gone in 10 yrs because I would love to be able to say Chevy ford is reliable and drive what I would like to drive so bad but I’m not going to fight for companies who are passing off junk for me to foot the bill for new motors or trans or all the other half ass cheap ass parts my Toyota has 345,000 runs and drives like one with 30 k on it no joke!!!!
That’s why the Colorado/Canyon is the best midsize truck. And yes, you can tell just from one vehicle, especially with toyota, because toyota is all chinese, and plastic junk. Colorado and Canyon is real metal, steel, iron, any steel.
Three dislikes, not my problem people can’t handle the truth, SOOOOOOOOOOOOOOOOO
The Tacoma has a reputation for durability and the V6 engine is old but very reliable. The GM 3.6 V6 early on had its issues which GM has ironed out over the years, but everybody from your friend to your cousin and to the auto rags make sure to remind you about those old GM engine issues as if they are getting paid to do so. Already pin heads on here have been getting at the 2023 Colorado/Canyon 2.7L turbo 4 and the 8 speed automatic because of their previous iterations, deliberately ignoring GM’s significant updates to these power train components.
Here’s the deal, until I can be convinced the 8 speed transmission/torque converter is indeed fixed I’ll continue to be skeptical of gm. I had a 2018 Colorado and liked it more than my current Tacoma in many ways. The problem was the transmission was slapping, clunking, jerking, driving me nuts! I couldn’t take it anymore and went over to a Tacoma. Now that I’ve had the taco since 2020, I miss a lot of things about the Colorado including the auto 4×4 and g80. The Colorado is a much better on road experience and daily driver as well. If they can assure me that the transmission issues are fixed I might give gm another try.
All of GM’s engines are the engines with the least amount of problems, and I am not getting paid to talk good about GM, I talk good about GM, because they are the best company, soooooooo
I have heard of one million miles on a Toyota and a Hundai. GM is in an incubator at the moment wanting to grow on public opinion and the purchaser is still very weary of their offerings. GM will learn the hard way, that purchasers will not continue to buy 80000 dollar vehicles that cushion their bottom line. Americans will wise up after they learn how quickly them cars and trucks are depreciating. Love GM but controlled chaos in building their lines of vehicles is going to place them in third place. If GM doesn’t listen to me and you then what’s the point.
GM is the best, and you know it, sooooooooo
So Lemons for us all. For reals though my brother got a refund on his canyon through the lemon law.
EVERY manufacturer has its problems. My daughter, like many other Hyundai owners, is hoping to get 70k miles out of the engine in her 2016 Tuscon. At 60k miles, like clock work for various Hyundai engines, the engine began to consume copious amounts of oil (multiple quarts in less than 1k miles). Hyundai puts you through an extensive oil consumption/analysis process before they eventually commit to the need to replace the engine. Upon entering the service write-up area at the local dealership, one could not help but notice the large quantity of engines sitting in crates along the wall awaiting installation. Hyundai appears to be well aware they have a problem that extends across several model years. The service advisor could have just hit the replay button on a recorded speech as he appeared to have given the same spiel to countless other customers before. This particular Hyundai won’t even make 1/10 of a million miles!
Among many reasons is that gm does not spend the ad money to promote either truck. Additionally, it’s hard to combat the brand and reputation Toyota has built over the years for the Tacoma.
When you reintroduce the trucks and you have problems and on top of it you don’t promote it, that’s a recipe for lagging sales behind the leader. The Tacoma is uncomfortable and has a weak V6. I owned one and sold it after a year.
I have a 2015, it me six months to get the truck in the color I wanted. This kind of slow production hurts sales. I haven’t a new truck since then because the color I wanted wasn’t available. If the color I want is available in in June 2023 when they are suppose to come out is available I will buy a new Colorado. Having to wait till Jun is also luticuratis, the year is half over.
The Tacoma is a great truck,that said I wouldn’t buy one because GM has never left me walking.I own an 8 speed transmission in my 2017 SS Camaro and I had the shudder and(21K miles) took care of it with the TSB being performed,no issues since.The Colorado and Canyon trucks are good trucks,don’t be scared to buy one,especially since Consumer Reports doesn’t know their head from their a##! GM like everyone else struggles with supply chain issues but things will get better and I think customers will come around.Afterall GM outsold Toyota in 2022.
GM outsold Toyota in total sales. The Tacoma is destroying the competition selling over Two Times more then the other oems in segment. Its not even close.
Production is supposed to start later in January. I’m thinking these will hit lots by March end.
Offering one version isn’t going to increase sales, either. Not building a vehicle for three years isn’t/wasn’t a great strategy. Did same thing with Camaros. They did same thing with Montana truck. Whatever?
I don’t believe you researched this topic very well. For to the 2008 model year sales of Toyota tacomas were 135,000 units. For Chevrolet Colorado and that model year sales were 54,000 units. So the Tacoma always outsold the Chevrolet and GMC trucks combined even back in when they were still in production so your contention that Gneral Motors made a mistake by dropping them is uninformed at best and flat out wrong at worst.
But I guess something like this is all about clickbait content. No wonder they’re asking for automotive journalists on this posting.
Not to mention, the first generation Colorado/Canyon wasn’t exactly a class leading truck, and was WAY passed it’s sell-by date in 2012. Just sit in one, and you’ll realize what I mean within 30 seconds. The interior would have been barely passable for an MCE on the S-10 in about 1998.
Yeah, as I was reading I kept thinking that the Tacoma’s reputation was already VERY well-established back then and was considered by many as the ‘gold standard’. Prices being asked for used (even high-mileage…) examples in 2010-12 certainly indicated that. Without any $$$ going into Colorado/Canyon development at that time, GM may have actually spared themselves more reputation damage by putting those trucks – with their 6-7 yr. old interior designs – on ice and making those efforts a more distant memory.
Single bed and cab configuration, one engine and high price… three strikes!
The motors are not the same. They come in three different tunes (boost) and there are different components on the 2.7 as well on the ZR2 or trail boss for an example. HP ranges from 237HP to 310HP. And torque starts at 259 lbs to 430 lbs. On top trim, 430 lbs of torque is entering V8 territory. That truck is going to be a beast.
I bet that 4 banger is going to sound mean how about American muscle v8 baby I’m stoked to see how the new raptor R does with the new V8 don’t even mind a v6 but 4 banger I can’t get on board in 30 yrs people be having there hoods open at car show like check out this 4 like yeah sweet bro looks like the chevette I owned in 1988.
I love V8s. I currently own a modern muscle car with one. But did you really just compare a Raptor R versus a regular mid-size pickup truck? lol. The Raptor R is a 100 thousand dollar truck. Come on man. The 2.7 in the new gm midsize trucks makes respectable horse power and up to 430 lbs of torque. I’d love more power, but the fact is that the truck should get around pretty dang well with that amount of power.
The engine is going to be fine as it will have a much better feel and power than the V6 with the high torque curve.
As for bed and cab. When you don’t sell enough to justify the development cost why build them.
Pricing and profits are tight in this segment and the Long bed was a slow mover. It was not the same bed on the extra cab either. Also the extra cabs had a lot of warranty issue due to door rattles as most extra cabs had.
Why spend a lot of money to make little to nothing. GM did that before and went bankrupt.
The price and scale is not the same here as the full size.
First, lets talk about re-sale value where the Tacoma also destroys the GM offerings. Then, lets talk about powertrains…..GM first dropped their nice diesel and now, they drop the V-6 which Toyota still offers in their truck along with an available 6-spd manual tranny for those that enjoy shifting for themselves. Next….colors…..don’t see Toyota ripping-off customers for every color except good old basic White like GM has started doing. Seems people are doing some comparison shopping for themselves on a lot more items than those few I mentioned and voting with their wallets while GM management continues to be clueless and unresponsive.
The v6 in the tacoma will be replaced by the 2.4 turbo 4 on the next refresh.
Um, while the Tacoma is the resale king in the midsize truck realm, it isn’t by much. We are talking a few percentage points here and considering how far behind in most every experience the Toyota is that should have zero impact on the decision. Constantly the Tacoma is rated at the bottom from truck capabilities (excluding off roading), interior ergonomics, ride and handling as well as towing and hauling.
Yes, GM went to one engine choice, but it is a fantastic one that covers all three of the others combined. The Tacoma is going to have a smaller and much less powerful turbo 4, though it may get a hybrid in addition which is huge.
As far as sales, those are so skewed with the Tacoma it isn’t even funny. It lives on the pedestal from the 80’s and 90’s reliability that just no longer exists. I was on those Tacoma forums fora few years when considering them, they are riddle with complaints and reliability issues. Toyota in whole, let alone the Tacoma, is no longer some mystical over built dead reliable machine, far from it these days as they have fallen and the others have caught up. Buyers just blindly buy based on this no longer feasible reliability ratings and they settle with all the other short comings the truck offers. Give me a truck that depreciates say 20% and have a much better overall experience and capabilities than a vehicle that only depreciates 15% any day of the week, especially when both are equal in terms of reliability…
Judging quality by forums is always risky business for any brand. Every brand has some quality issues and the vocal few can make it their full time jobs to work the forums if they fill wronged. Happy customers don’t post. Just a fact