The Tacoma Makes History… Again!

Toyota (NYSE:TM) announced the fourth-generation Tacoma was named Truck of Texas by the Texas Auto Writers Association for a second consecutive year (2026).

Rhea-AI Summary

Toyota (NYSE:TM) announced the fourth-generation Tacoma was named Truck of Texas by the Texas Auto Writers Association for a second consecutive year (2026).

The Tacoma posted its best-selling year ever in 2025, has been the top midsize pickup in the U.S. for 21 years, and features the i-FORCE MAX hybrid with 326 hp and 465 lb.-ft. torque.

Argus Jan 28 session

-2.33% close to close Open Argus

Details

News Market Reaction – TM

On Jan 28, the day this news came out, TM closed 2.33% below the previous close.

Data tracked by StockTitan Argus for the Jan 28 session.

Key Figures

Truck of Texas streak: 2 years in a row Toyota pickup wins: 4 times in 5 years Tacoma torque: 465 lb.-ft. +5 more

Truck of Texas streak

2 years in a row

Tacoma named Truck of Texas consecutively by TAWA

Toyota pickup wins

4 times in 5 years

Top award at Texas Truck Rodeo for Toyota pickups

Tacoma torque

465 lb.-ft.

Total system output for i-FORCE MAX hybrid powertrain

Tacoma horsepower

326 horsepower

Total system output for i-FORCE MAX hybrid powertrain

Torque increase

75 percent

Increase vs previous generation V-6 powered truck

Tacoma grades

11 grades

Number of unique Tacoma grades offered

North America employment

nearly 64,000 people

Toyota direct employment in North America

Vehicles produced

nearly 49 million

Cars and trucks assembled in North America

Historical Context

5 past events · Latest: Jan 05

5 events

1. Jan 05

   Tech partnership

   24h Move

   +0.5%

   Launch of next-gen Mapbox-powered navigation for 2026 RAV4 and future models.

2. Jan 05

   Sales results

   24h Move

   +0.5%

   Strong 2025 U.S. sales growth and higher electrified vehicle mix across Toyota and Lexus.

3. Dec 11

   Philanthropy initiative

   24h Move

   +1.4%

   Donation to Music Will supporting music education for over one million students.

4. Dec 04

   Marketing campaign

   24h Move

   +1.4%

   Bilingual holiday ad campaign and support for Boys & Girls Clubs of America.

5. Dec 03

   Sustainability report

   24h Move

   -0.8%

   Environmental sustainability report detailing emissions cuts and resource reductions.

24h Move is the share-price change in the day after each event; other market factors may also have contributed.

Key Terms

hybrid powertrain, torque

2 terms

hybrid powertrain technical

"two new powertrains, including the i-FORCE MAX hybrid powertrain, with a total system output"

A hybrid powertrain combines a conventional gasoline or diesel engine with one or more electric motors and a battery so the vehicle can use fuel, electricity, or both to move. Like a tandem bicycle where two riders share the work, the two systems cooperate to improve fuel efficiency, lower emissions and often reduce running costs. Investors care because hybrid powertrains influence a maker’s production costs, regulatory compliance, market appeal and long-term competitiveness as demand shifts toward cleaner vehicles.

torque technical

"total system output of up to 326 horsepower and a whopping 465 lb.-ft. of torque, a 75 percent"

Torque is the twisting force that makes something spin or turn—think of the push you apply when opening a jar or using a wrench. For investors, torque matters because it directly affects how well engines, motors, drills and other machinery perform and handle loads; higher or more reliable torque can mean better product performance, fewer failures, stronger sales, and clearer competitive advantages or cost implications for manufacturers and suppliers.

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Toyota Tacoma Named Truck of Texas for the second year in a row at the Texas Auto Writers Association Annual Truck Rodeo

PLANO, Texas, Jan. 28, 2026 /PRNewswire/ -- The fourth-generation Toyota Tacoma made history last year when it was the first midsize pickup truck to win the Texas Auto Writers Association (TAWA) Truck of Texas. It topped itself in 2026, becoming a back-to-back winner when awarded the title Truck of Texas by TAWA at its 32^nd annual Texas Truck Rodeo event. This marks the fourth time in five years a Toyota pickup has taken the top award at the Truck Rodeo, with the full-size Toyota Tundra earning honors in 2022 and 2024.

"It's great to see Tacoma win the Truck of Texas again for the second year in a row. It caps a great 2025 with its best-selling year ever, continuing a run as the most popular midsize pickup in the U.S. the last 21 years in a row," said Brock Cartlidge, senior manager of Toyota Vehicle Marketing and Communities. "We appreciate TAWA's members recognizing the Tacoma as the first Truck of Texas from a segment other than full-size pickup."

The fourth-generation Tacoma debuted in the spring of 2023 with two new powertrains, including the i-FORCE MAX hybrid powertrain, with a total system output of up to 326 horsepower and a whopping 465 lb.-ft. of torque, a 75 percent increase in torque compared to the previous generation V-6 powered truck. Designed by Calty Design Research in California, engineered by TMNA R&D in Ann Arbor, and assembled for North America, Tacoma offers 11 unique grades to fit various lifestyles and customer needs. The Trailhunter grade builds upon Toyota's legendary off-road and overlanding credibility with purpose-built engineering and robust components.

The Baja-inspired TRD Pro debuted the segment-first IsoDynamic Performance Seat for enhanced off-road driving control and comfort, while the Trailhunter grade is a factory-developed overlanding rig built from the ground up with the latest integrated off-road equipment from ARB, Old Man Emu, and RIGID.

TAWA's annual Texas Truck Rodeo brings together journalists to evaluate automakers' latest trucks and SUVs on an off-road course and a street drive. The fall event was held at Eagles Canyon Raceway in Decatur, Texas. Vehicles from the world's top manufacturers were evaluated on interior, exterior, value, performance, and personal appeal.

"Earning Truck of Texas honors for the second consecutive year underscores how the Toyota Tacoma continues to set the benchmark for durability, capability, and real-world performance as judged by the Texas Auto Writers Association," said TAWA President Cory Fourniquet.

TAWA is a Texas-based nonprofit association for automotive journalists promoting professionalism and quality in journalism for more than two decades. TAWA has grown to become one of the most influential and recognized automotive-journalist associates in the U.S. The group produces two annual events – Texas Auto Roundup and Texas Truck Rodeo – that allow members to experience vehicles from various manufacturers in one place, at one time.

For more information on the Toyota Tacoma, visit the Toyota Newsroom.

About Toyota

Toyota (NYSE:TM) has been a part of the cultural fabric in North America for nearly 70 years, and is committed to advancing sustainable, next-generation mobility through our Toyota and Lexus brands, plus our more than 1,800 dealerships.

Toyota directly employs nearly 64,000 people in North America who have contributed to the design, engineering, and assembly of nearly 49 million cars and trucks at our 14 manufacturing plants. In 2025, Toyota's plant in North Carolina began to assemble automotive batteries for electrified vehicles.

For more information about Toyota, visit www.ToyotaNewsroom.com.

Media Contact:
Greg Thome
Toyota Motor North America
469.292.2321
greg.thome@toyota.com

View original content to download multimedia:https://www.prnewswire.com/news-releases/the-tacoma-makes-history-again-302672012.html

SOURCE Toyota Motor North America

FAQ

AI-generated questions and answers. How Rhea-AI works. Not financial advice.

What recognition did the Toyota Tacoma (NYSE:TM) receive at the 2026 Texas Truck Rodeo?

The Tacoma won Truck of Texas 2026, marking a back-to-back win. According to the company, this is the second consecutive Truck of Texas title and the fourth Toyota pickup win in five years.

How did the 2025 sales performance of Toyota Tacoma (TM) compare historically?

The Tacoma achieved its best-selling year ever in 2025. According to the company, it also remained the most popular midsize pickup in the U.S. for the 21st consecutive year.

What are the Tacoma i-FORCE MAX hybrid powertrain specs mentioned by Toyota (TM)?

The i-FORCE MAX hybrid delivers up to 326 horsepower and 465 lb.-ft. of torque. According to the company, that torque represents a 75% increase versus the prior-generation V-6.

Which Tacoma grades and off-road features did Toyota (TM) highlight in the announcement?

Tacoma offers 11 grades, including Trailhunter and Baja-inspired TRD Pro. According to the company, Trailhunter is factory-equipped for overlanding and TRD Pro adds IsoDynamic Performance Seats.

Where and when was the Texas Truck Rodeo held where Tacoma won Truck of Texas 2026?

The fall event took place at Eagles Canyon Raceway in Decatur, Texas. According to the company, journalists evaluated vehicles on interior, exterior, value, performance, and personal appeal.

What corporate facts about Toyota (NYSE:TM) were included that investors might note?

Toyota reported nearly 64,000 North America employees, 14 manufacturing plants, and assembly of nearly 49 million vehicles historically. According to the company, a North Carolina plant began assembling EV batteries in 2025.