The all-new, fourth-generation Toyota Tacoma has made history, becoming the first midsize pickup truck to win the coveted Truck of Texas title at the 31st annual Texas Auto Writers Association (TAWA) Truck Rodeo. This prestigious award marks the third time in four years a Toyota Pickup has dominated the competition, following the full-size Tundra’s victories in 2022 and 2024. This victory underscores Toyota’s continued commitment to producing high-quality, capable trucks.
The 2024 Tacoma wasn’t the only Toyota vehicle to shine at the event. The all-new Lexus GX 550 secured the SUV of Texas award, further solidifying Toyota’s dominance in the truck and SUV segments. The Tacoma also claimed the Midsize Truck of Texas category, while the GX 550 earned Midsize SUV of Texas. Toyota’s innovative technology also received recognition, with the Wireless Trailer Camera winning Best Towing Technology and Safety Sense 3.0 taking home Best Driver Assist or Safety Feature. These accolades highlight Toyota’s dedication to safety and cutting-edge features.
Toyota’s Vice President of Vehicle Marketing and Communications, Dedra DeLilli, expressed pride in the Tacoma’s achievement, emphasizing its two-decade reign as the most popular midsize pickup in the U.S. The Truck of Texas award signifies the all-new Tacoma’s exceptional capabilities and innovative design.
The redesigned Tacoma, launched in spring 2023, boasts two new powertrains, including the powerful i-FORCE MAX hybrid. This hybrid system delivers an impressive 326 horsepower and a staggering 465 lb.-ft. of torque, a significant 75% increase compared to the previous generation’s V-6 engine. With 11 distinct grades, the Tacoma caters to a wide range of driver needs and lifestyles. The lineup includes the all-new Trailhunter grade, purpose-built for overlanding enthusiasts with integrated off-road equipment from industry leaders like ARB, Old Man Emu, and RIGID.
The TRD Pro, inspired by the rugged Baja terrain, introduces the segment-first IsoDynamic Performance Seat, enhancing both comfort and control during off-road adventures. TAWA’s Texas Truck Rodeo provides automotive journalists with a unique opportunity to evaluate the latest trucks and SUVs in both on and off-road environments. The rigorous testing process, held at Eagles Canyon Raceway in Decatur, Texas, focuses on key aspects such as interior, exterior, value, performance, and overall appeal.
TAWA President Cory Fourniquet praised the Tacoma’s well-deserved victory, highlighting its versatility and powerful new powertrains as key factors in its success. The Truck of Texas award underscores the Tacoma’s exceptional performance and solidifies its position as a leader in the midsize pickup segment. The Texas Auto Writers Association, a non-profit organization comprised of automotive journalists, plays a vital role in promoting professionalism and quality within the industry. Their annual events, the Texas Auto Roundup and Texas Truck Rodeo, provide valuable opportunities for members to experience and evaluate a diverse range of vehicles.
