Toyota's entry in the compact pickup segment began in 1995 with Tacoma. However, although it was highly regarded, Tacoma was never a contender as a sales leader, especially as, in contrast to the competition, from 1998-2004 it had virtually no advertising support, and the result was declining sales and market share.
Toyota – Tacoma
Winner: Automotive and DIY - Bronze
Business Results Period (Consecutive Months): November 2004 to June 2006
Start of Advertising/Communication Effort: November 1, 2004
Base Period for Comparison: Historical comparisons