PLANO, Texas (Jan. 29, 2025) – In a landmark victory for the Midsize Pickup segment, the all-new, fourth-generation Toyota Tacoma has been named “Truck of Texas” by the Texas Auto Writers Association (TAWA). This prestigious award, announced at TAWA’s 31st annual Texas Truck Rodeo, marks the first time a midsize pickup truck has ever received the coveted title, traditionally dominated by full-size models. This win underscores the growing appeal and capability of midsize pickups in today’s automotive market and highlights the exceptional qualities of the redesigned Toyota Tacoma.
This achievement is not just a win for Toyota, but a significant moment for the entire midsize pickup category. For years, full-size trucks have often overshadowed their smaller counterparts in terms of recognition and perceived capability. However, the 2025 Tacoma’s victory as Truck of Texas signals a shift, acknowledging the advancements and versatility that modern midsize pickups offer. This award validates the segment’s growing importance for drivers seeking a balance of ruggedness, efficiency, and maneuverability in their vehicles.
The Toyota Tacoma’s success at the Texas Truck Rodeo can be attributed to its comprehensive redesign and enhanced features. The fourth-generation model, launched in Spring 2023, boasts two new powertrains, most notably the i-FORCE MAX hybrid. This powerful engine delivers a total system output of up to 326 horsepower and an impressive 465 lb.-ft. of torque. This represents a substantial 75 percent increase in torque compared to the previous V-6 powered Tacoma, showcasing Toyota’s commitment to performance and innovation within the midsize pickup class. The enhanced power and efficiency of the new powertrains were likely key factors in impressing the TAWA judges.
Beyond powertrain advancements, the Tacoma’s design and variety of grades further contributed to its Truck of Texas win. Designed by Calty Design Research in California and engineered by TMNA R&D in Ann Arbor, the Tacoma offers 11 distinct grades, catering to a wide range of lifestyles and customer needs. From the off-road-focused Trailhunter grade, built for overlanding enthusiasts with factory-integrated equipment from ARB, Old Man Emu, and RIGID, to the Baja-inspired TRD Pro featuring segment-first IsoDynamic Performance Seats, the Tacoma demonstrates its versatility and commitment to meeting diverse driver demands within the midsize pickup market. This broad appeal across different customer segments likely resonated with the diverse panel of automotive journalists at TAWA.
The Texas Truck Rodeo, where the Tacoma earned its title, is a rigorous evaluation event. TAWA brings together automotive journalists to assess the latest trucks and SUVs from top manufacturers. Vehicles are tested on both off-road courses and street drives at Eagles Canyon Raceway in Decatur, Texas. Evaluations cover critical aspects such as interior and exterior design, overall value, performance capabilities, and personal appeal. Winning the Truck of Texas award, especially as the first midsize pickup to do so, demonstrates the Tacoma’s all-around excellence and its ability to outperform competitors across these diverse judging criteria in a real-world testing environment.
In addition to the top Truck of Texas honor, Toyota also received further recognition at the event. The Lexus GX 550 was named SUV of Texas, and Toyota’s Wireless Trailer Camera earned the Best Towing Technology award, while Toyota’s Safety Sense 3.0 received the Best Driver Assist or Safety Feature award. While these accolades highlight Toyota’s overall automotive excellence, the Tacoma’s “Truck of Texas” win remains the standout achievement, particularly for the midsize pickup segment.
“After being the most popular midsize pickup in the U.S. for the last 20 years in a row, it’s great to see the all-new Tacoma be presented Truck of Texas,” said Dedra DeLilli, Toyota vice president – Vehicle Marketing and Communications. This statement underscores the significance of the award for Toyota and the validation it provides for their continued leadership in the midsize pickup market. The 2025 Toyota Tacoma’s “Truck of Texas” win is a powerful endorsement of the vehicle’s advancements and a clear signal that midsize pickups are a force to be reckoned with in the automotive landscape. For those seeking a capable, versatile, and award-winning truck, the Toyota Tacoma stands out as a leading choice in the competitive midsize pickup segment.
