F-150, Silverado, Sierra, Ram — All American, big, capable, and extremely popular. These are not only some of the best-selling trucks in America, but also some of the best-selling vehicles of any kind in the country.
Pickup trucks are perhaps one of Detroit’s last strongholds in the US car market. In 2023, American brands sold nearly 2.4 million pickup trucks, making up more than 15% of all new car sales.
But in one segment, Japanese Toyota outshines American names. In fact, it outsells all of its rivals combined. In a country obsessed with ever-larger vehicles, Toyota never stopped betting there would be a buyer who preferred a smaller truck that would do what they needed. Through the years, it has also earned a strong reputation in desert racing and become a favorite of off-roaders and Overlanders.
“That’s just world domination. That’s what we’re going in. I’m kidding. In all seriousness, we consider ourselves…