U.S. automakers compete in midsize pickup truck market.

Ford, General Motors, and Toyota are among the automakers looking to capitalize on the growing midsize pickup truck segment, which has evolved from entry-level work trucks to pricey, capable, and highly profitable models that can cost more than $60,000. Sales of midsize vehicles have topped 600,000 vehicles since 2019, as consumer interest has moved away from traditional sedans to utility vehicles such as crossovers, SUVs, and pickup trucks. Toyota is the clear leader in midsize pickup truck sales with its Tacoma, followed by GM, Stellantis' Jeep Gladiator, and Nissan Frontier.