You can get leather and a rear locker in a trd off road for under $40k. To get even close to that, you need a ZR2 Colorado or a ranger raptor which is pushing $50k or over in the Chevy and the raptor ranger isn't even in the US yet.

The Tacoma might suck at power, but 0-60 times (and even towing capacities) aren't a big deal for mid size truck buyers.

The Tacoma has the style, the pricing, and the off road cred...it's just 'cool' and that's why it's the class leader. It also has a huge aftermarket.

It's like the Jeep Wrangler of trucks, and the other manufacturers just don't get it yet...it's why nobody can compete with the wrangler, they don't realize the aftermarket is huge in this segment.