Chevrolet?s recent advertising for its Colorado mid-size pickup, which courts buyers with the tagline ?You know you want a truck,? and features staged focus groups wherein truck-driving men are viewed as more datable, has zeroed in on the key purchase driver for trucks: their implied machismo. The ads are spot-on, but we think they work much better for the square-jawed, ready-for-anything Toyota Tacoma. Granted, the updated-for-2016 Toyota lost its first comparison test to the Colorado, but it has an ace up its sleeve: an available manual transmission. Put in marketing terms, everyone knows that rowing a stick, especially with a bed behind you and four-wheel drive under the chassis, is just plain manly. READ MORE ??
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