Toyota took 3 tries before they figured out how to do a full size truck as good as the domestics.
If they've achieved this, then it's news to me.
Both the Tacoma and the Tundra are a looooooooooooonng ways off from becoming the F-150 and the Dodge Ram. Sales prove that.
Let's not even get started on Nissan.
But is that because the truck is not up to par, or because of bias of the typical truck buyer?
Just like those who preach buy American say folks are biased against domestic cars, I'd say there equal or even greater bias against a pickup made by Nissan or Toyota.
Just look at sales of the Mazda Navajo, same vehicle as the Ford Explorer. Folks wouldn't buy them, but would buy the Explorer.
I'm not a truck guy, so I really don't know. However, I think the largest Buy American biased population is found in the pickup truck market.
So what I'm saying is that bias is evident on both sides of the aisle. There are those who will not look at a Toyota truck because it says Toyota on the name plate, even though it's built in Texas out of mostly American parts. But they will look at a Dodge Ram, or better yet, a Chevy minivan that has an engine that was built in China.