The Tacoma, Canyon, and Ranger is not competing with the Tundra, Silverado, and F150. It's for people who want something more offroad capable with a shorter wheel base they can go mudding in, or they live in the city but love to head out to the country over the weekend, or people who just don't want to deal with a gigantic truck. My dad is a contractor with a Tacoma and when I asked him why he didn't just go with a Tundra especially since I personally helped him load a 13 foot long kitchen hood onto it once, he preferred the Tacoma's more manageable size. It's his third Tacoma.