GENERATE EXCITEMENT BY PROVIDING CONTENT THAT HIGHLIGHTS TACOMA IS UNBREAKABLE.

TACOMA has historically dominated the market share. However, the segment continues to grow and growth is largely fueled by new entrants and newly redesigned SSPUs. Where brands like Ford (Maverick), Hyundai, and Chevrolet competing for the edge in versatility, Jeep, Ford (Ranger), and Nissan are targeting the adventure seeker that’s typically been BADGE’s bread and butter. There’s also a new target emerging in the segment, with the Ford Maverick, Hyundai Santa Cruz, and Jeep Gladiator all appealing to a younger and more female audience.

With a growing segment, how do we regain and hold market share in our most loyal customer base while also attracting a new aspirational audience drawn to the segments versatility.

Get NEW AND CURRENT intenders who are looking for a do-it-all utility truck to see that TACOMA is still the most dependable, bad-ass truck in the segment by showing how BRAND is redesigning what capability means and creating a truck that can adapt to the driver’s needs.