New Toyota Tacoma, Ranger, Colorado/Canyon fight for midsize truck dominance
, according to consultant LMC Automotive. But as growth in the overall segment slows, the midsize market is developing into more of a turf war, with manufacturers vying for the sweetest highest-margin spots.
“This segment is likely past its prime growth spurt,” says Jeff Schuster, president of the Americas for LMC Automotive.
Higher pricing is becoming a hallmark for this vehicle segment once known for attracting penny pinchers. Later this summer, Ford is coming out with a high-performance, 405-horsepower that starts at $57,000, an eye-watering price for a midsize pickup. Toyota’s first redesign of the Tacoma in eight years also includes an off-road model dubbed Trail Hunter that’s expected to explore new heights in pricing.
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