2024-06-09

So let’s talk about the latest Toyota Tacoma and its lack of sales.
It’s no surprise that car sales are down across all of the USA due
to the economy. The halcyon days for car dealers during the pandemic
years are all over and now we return to normalcy. As always during
economic downturns, it’s kind of a crappy time to launch a new
model.

Even worse for Toyota, it’s kind of a crappy time to launch a new
model car of a storied marque like the Tacoma with major differences
aka the powertrain.

Now the outside and interior of the new 4th gen Tacoma are what
you would expect. A refreshed version of classic toyota truck
interiors. nothing too fancy but nothing as old-fashioned as my
old 2nd gen Tacoma.

The key difference is the engine offered in the new 4th generation.
Yes the long storied GR-series V6 engines are no more and are now
replaced by a T24 turbo-charged 4-cylinder engine. Brother, ewww.

Now a lot of pundits on youtube are pointing this new powertrain
as the reason why Tacomas maybe aren’t selling as good as they once
were. I can understand their argument but I don’t think that’s the
case. Most Tacoma buyers don’t really care about what’s under the
hood and just buy the truck for its legacy and its looks. I think
long-term, the Tacoma will continue to be a sales success even
though it no longer has a V6.

And that reality makes me sad. I owned a 2nd-generation Tacoma with
the old 1GR 4.0L V6. That engine had terrible fuel economy for its
power and torque rating. It wasn’t particularly nice sounding
either. but you know what it did have? RELIABILITY and LEGACY.

the GR engine was one of the most reliable truck engines ever made.
Just look at the vehicles that the 1GR version my 2nd gen tacoma
had was placed in. It reads like Toyota’s greatest hits!

The 4th and 5th generation 4runner (Hilux Surf). The 7th and 8th
generation Hilux pickup truck. J200 and J300 Toyota Landcruiser.
Toyota Fortuner, Toyota FJ Cruiser, Landcruiser Prado, and even
our own USDM 2nd Generation Tundra had it for awhile.

Now that is a legacy to be envious of. The 1GR 4.0L is still the
gasoline/petrol engine of choice for many of those trucks even
today (outside the USA of course.) The Hilux/Fortuner/J300 being
notable examples of trucks with that engine now.

When the 3rd Gen Tacoma was released with the new 3.5L 2GR engine,
it was an acknowledgement that the Tacoma was focusing more on
drive-ability and fuel economy instead of all out reliability over
everything. But still the 2GR is a storied and reliable engine for
the rest of Toyota’s automobile lineup. Notable examples include
the Toyota Camry, Sienna, Highlander, 3rd gen Tacoma, and all the
Lexus car line-up with the 3.5L V6.

But alas now we come to the 4th generation Tacoma and also its
cousins, the new 6th gen 4runner, and landcruiser (prado). It’s
not that the engine is bad spec-wise. In almost all ways it is
superior in performance and fuel economy and that’s great. It will
sell well in the Tacoma like I said earlier.

The issue is of course reliability. If you are the type of buyer
I like to call “reliability-maximalists” then you will likely be
hesitant to buy a turbo-charged 4-cyliner petrol engine. The proof
will of course be revealed over time but just from a fundamental
point of view, do you believe that a turbo-charged 4-cylinder
gasoline engine can approach the reliability of the 1GR much less
the 2GR? For a lot of buyers, that answer is no…at least for the
duty cycles and lifetimes that the average Toyota truck is expected
to last and be useful.

For most US buyers it won’t matter of course since we change vehicles
rapidly no matter how much debt we take on.

But for me personally, i just feel like Toyota could have offered
a V6 option that would have satisfied everyone. Why not offer the
2GR-FXS V6 hybrid option like in the RX. I guess it’s too costly.
Could a cheaper version have been engineered? Or just offer it as
a TRD premium option.

In other markets, Toyota now offers a 48V mild-hybrid option for
their Hilux paired with their turbo-diesel. The fuel economy gains
haven’t been that impressive but the 48V system is also pretty
small and the Turbo-diesel is already pretty fuel efficient. Could
we offer this mild-hybrid option again with the 2GR V6? Maybe with
improved battery capacity on the larger Tacoma?

It would have been nice to find out. For those naturally aspirated
V6 and V8 fans like me, the future of automobiles is bleak.