This is...weird? Tacoma Ad Featuring the Ranger

[BcP28]

Sorry if this has already been shared... Was cruising through YouTube today saw this ad. It's not unusual to compare your product to a competitor in ads, but the way this one went about it just struck me as odd...almost like a love letter to the Ranger (albeit in a weird way).

Really the only compelling arguments they had for the Tacoma were the availability of different trims including dedicated off road trims (which Ford arguably matches via packages like Sport Appearance and FX4, etc), more powertrain options (note more, not better), and standard touch screen in SR vs the basic Sync in the XL.

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[Deleted member 1634]

I've seen that pop up on my "suggested videos" feed on YouTube for the last month or so. I'd avoided watching it because I thought it was going to be a blatantly biased "Tacoma is better in every way" sort of video. But based on your review, I might give it a watch just out of curiosity.


UPDATE: I watched it and it is certainly biased towards Toyota. But that's to be expected, they wouldn't put out an ad for their vehicle saying it wasn't the best. It was definitely as unbiased as it could be though, so bravo to them on that. I'm not sure Ford has made a similar video/comparison. The comments on the other hand are not unbiased at all. haha But again, to be expected. Not only is it on the internet, which already means horrible comments, but it's all Toyota fanboys, so that certainly doesn't help. haha

 

[RedlandRanger]

That is an interesting ad - and they definitely marketed it towards the Tacoma. It was a very interesting comparison, you are right.

 

[ParkRanger90]

Pretty straightforward comparison biased towards Toyota. Only thing they didn’t say was for anyone 6’0 or taller like me, the Ranger is the obvious choice.

 

[Sashimi_Moto]

“While Ranger only has a total of 12 package options”..

Yeah, as a consumer the mind melting number of options that create an artificial sense of value and are designed to confuse, frustrate and ultimately separate more money from the consumer wallet isn’t something I want MORE of.

Also notice they didn’t really want to compare tow figures, prices for equal optioned vehicles, fuel economy or TORQUE. And let me be clear I like Toyota, we have two in the garage (and two fords) but if I owned neither of these trucks and saw this ad I would immediately think “wow, toyota sure is scared of the competitor”. And I’d be right.

 

[MannyS]

That's Toyota basically saying that they are not lowering their price to be competitive.

 

[VAMike]

It's amazing that the Tacoma comes in so many configurations, but it's still impossible for me to buy one that I want. (High trim 4wd/offroad extended cab 6foot bed AND NO F'ING SUNROOF. Ignoring the lousy engine, transmission, and seating for 6 footers. And then if you want some options they pull that "only available painted grey" BS.)

 

[ParkRanger90]

the market share will be getting smaller for them unless they make changes.

I’ve heard they won’t be rolling out the next gen of tacos until 2024

 

[SubVet]

I’ve

I’ve heard they won’t be rolling out the next gen of tacos until 2024

That's actually good news. I was curious to see what the new Tacoma would have on it but I would never buy another first-year Tacoma. I've had the ranger for a year and have not had any issues with it then again I only have 5000 miles without a hiccup. I say that is if it's special. LOL now I think it's to be expected. I'm going to get a lot of thought to my next vehicle purchase cuz I'll probably end up keeping it. Getting too old almost old enough for a new Corvette. LOL By the way I think the new Corvette is a Poor Man's Lambo wannabe. I would never drive that car around I don't need the attention. Positive or negative

 

[Sashimi_Moto]

it didnt feel like an Ad to me.

it felt more like a video they would play at a Toyota conference for salesmen and managers.
kind of a boredom setting tone to it. "Hey Timmy wake up, you keep falling asleep"

Its almost like, here is our biggest competitor, we need to prop up our sales staff with some info to wedge ourselves at or near the top....what ever little bit they can.
the market share will be getting smaller for them unless they make changes.

Yes!

Felt exactly like a corporate talking point video.

 

[Floyd]

So Ranger only offers one drive train. What can Toyota build which would come close to the performance of my STX SuperCab? Answer... Nuthin'

For $25,500 I have a truck which will out run, out haul, out last, and go further on a gallon of gasoline
than anything Tacoma offers .... and for less money than their cheapest offering and about Half of the price of their highest priced offering. That's up to 1250 pounds of $ quarters $ in my box still leaving over 600 pounds of payload space.

Of course I prefer driving my STX on pavement to driving a TRD anywhere.
As for offroad? I can still buy a capable Ranger XL 4WD for less than a base Tacoma 2WD in a real world actual cash deal.
Compare those two!

 

[Dr. Zaius]

I think that the only area the Tacoma beats the Ranger is in aftermarket support where the Tacoma is probably second only to the Wrangler.

Other than that, the Ranger has it covered.

I wonder why their video doesn't show a towing/hauling/drag race comparison?

 

[Zaph]

The latest Toyota Tacoma has arrived, and it's better than ever the same as the last 2 decades.

Yeah that is a weird video. So... where's the V6 vs 4 Cyl hp comparison?

 

[rang19ca]

As you can tell by the corporate speak in this power point video, Toyota is worried because they singled out the Ranger. Cab comfort, ride dynamics, towing capability all point to the Ranger as the better vehicle. Yet Toyota continues on with the same truck as before with little improvements. I know many of you have first hand info and opinions on the Taco because you now own a Ranger. Even though this video attempts to portray the idea that their truck is superior, I think we all have other opinions about that.

 

[ParkRanger90]

As you can tell by the corporate speak in this power point video, Toyota is worried because they singled out the Ranger. Cab comfort, ride dynamics, towing capability all point to the Ranger as the better vehicle. Yet Toyota continues on with the same truck as before with little improvements. I know many of you have first hand info and opinions on the Taco because you now own a Ranger. Even though this video attempts to portray the idea that their truck is superior, I think we all have other opinions about that.

Tacos are very capable off road, anything beyond that I’m not so sure.

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