Toyota Motor is relying on the fourth technology of its Tacoma truck, together with a brand new “Trailhunter” mannequin, to assist keep its management within the rising U.S. midsize pickup market.

The Tacoma has led the midsize pickup phase in gross sales for practically 20 years, as rivals resembling Ford, Jeep and Chevrolet have come, gone and returned to the phase. Midsize pickup vehicles represented 4.4% of complete U.S. automobile gross sales in 2022, based on auto analysis agency Edmunds.

“[Tacoma] is the No. 1 promoting automobile within the phase … our intention is for that to stay,” Joseph Moses, Toyota North America basic supervisor of vehicles and SUVs, advised CNBC. “We actually consider we have got that in place with this new mannequin.”

Toyota has commanded a roughly 40% share of the American midsize pickup truck phase since 2019 when Ford Motor and Jeep reentered market, based on Edmunds. That is down from a greater than 60% market share a decade in the past — regardless of Tacoma gross sales that surged roughly 150% since then — as rival automakers have launched new vehicles.

Trailing Toyota is Normal Motors, which sells the Chevy Colorado and GMC Canyon. Edmunds experiences the Detroit automaker’s share of the U.S. midsize pickup phase final yr was about 19%, adopted by Stellantis‘ Jeep Gladiator at 12.8% and the Nissan Frontier at 12.5%

The 2024 Tacoma, which Toyota revealed early Friday, options new exterior and inside designs along with upgraded security, comfort and efficiency applied sciences. It is going to supply two turbocharged 2.4-liter, four-cylinder engine choices, together with a “i-FORCE MAX” hybrid mannequin that produces 326 horsepower and 465 pound-feet of torque.

The Tacoma unveiling comes after Ford showcased its new Ranger for the U.S. market and GM releases its next-gen Colorado and Canyon fashions. All these vehicles characteristic pricier off-road or efficiency fashions.

The brand new Tacoma “Trailhunter” mannequin is a rugged-looking truck focused at fans of overlanding — a mix of off-roading and tenting that may use the mattress or prime of the automobile to sleep. The Japanese automaker partnered with Australian-based overlanding firm ARB to outfit the automobile.

Automakers have been increasing their off-road automobile choices as a strategy to increase earnings on their vehicles and SUVs with far much less funding than a brand new automobile. Toyota additionally presents “TRD” fashions that embody off-road capabilities or aesthetics.

In contrast to a number of of its rivals, Toyota will proceed to supply a two-door model of the Tacoma and supply two totally different mattress lengths. Most rivals have shifted to providing solely four-door midsize pickups with one mattress choice to scale back complexity. Toyota is also providing the truck with a handbook transmission — a rarity in at present’s automotive trade.

Tacoma is on the market in SR, SR5, TRD PreRunner, TRD Sport, TRD Off Highway, Restricted, TRD Professional, and Trailhunter. Moses mentioned it is a part of the automaker’s “a Tacoma for everybody” technique.

“As a result of we promote so many, we actually tried to have that broad diversified combine — on the decrease finish for people who simply want a truck to get going all the best way as much as the excessive finish for people who actually need to do some enjoyable stuff with it,” Moses mentioned.

Pricing for the 2024 Tacoma can be introduced nearer to the automobile arriving at U.S. dealerships later this yr. Present beginning costs vary from about $28,250 to almost $48,000, relying on the mannequin. The common transaction worth for the Tacoma is about $41,000, based on Moses.