Toyota is feeling the heat.

For years, it enjoyed a near-monopoly on the midsize pickup truck segment in America, but the competition has finally awakened. It now needs to fend off the Chevrolet Colorado/GMC Canyon twins, the Ford Ranger, and the Jeep Gladiator. It gave the popular Tacoma updates inside and out for the 2020 model year in a bid to keep it in the lead.
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https://www.digitaltrends.com/cars/2020-toyota-tacoma-boasts-new-look-smarter-tech-features/