Toyota is looking to keep its top spot among mid-size truck sellers in the U.S. with the debut of its new and improved Toyota Tacoma pickup in January.
Robert S. Carter, senior vice president of automotive operations for Toyota's sales arm in the U.S., said on Thursday that the vehicle will be introduced at the North American International Auto Show in Detroit, according to The Detroit News.
The new Tacoma's debut will mark the first time in the last decade that the Japanese automaker redesigned the truck.
"It's been a bread-and-butter vehicle for us for many years," Carter said. "We're really pleased to be showing it in Detroit."
Carter added that the Tacoma will be one of several vehicles that will debut at next month's auto show, with the others being two new Lexus performance vehicles, Tech Times reported. While details about the new Tacoma have yet to be revealed, it is expected to feature a stronger engine, as well as improved transmission and exterior and interior designs.
Toyota plans on making the new Tacoma available to drivers in the U.S. next July.
"It's a market we've had almost to ourselves in the last couple of years," said Bill Fay, group vice president of the Toyota division. "We've been there for a long time and have been the dominant player. We have a very satisfied owner group."
While Toyota managed to sell close to 159,500 Tacomas in 2013, a 12.8 percent increase from 2012, 140,757 Tacomas were sold through November, down by 4.1 percent compared to last year, The Detroit News reported.
Jim Lentz, CEO of Toyota North America, said at the Los Angeles Auto Show in November that the Tacoma is designed mostly for male drivers who want a small pickup that comes with a sports feel, unlike General Motors' Chevrolet Colorado and GMC Canyon pickups.
"I think they're going more at what they view the mainstream segment to be based on their full-size truck experience," Lintz said. "I think we're actually going to probably attract very different buyers in that segment."
Carter said Toyota is looking to sell about 2.3 million cars and trucks in the U.S in 2014, having sold 2.2 million in 2013, and that the Camry will be the best-selling car in America for the 13th year in a row.
"All three of our brands- Toyota, Lexus and Scion- are really enjoying the recovery that's happening throughout the U.S.," Carter said. "Certainly, I feel very confident, very bullish where the auto industry is going, and where we're going."
