Why a Used 2023 Toyota Tacoma V6 Can Cost More Than New

When Toyota rolled out the fourth-generation Tacoma for 2024, it promised a smoother ride, a new frame, and a fresh lineup of engines. Gone was the old naturally aspirated V6, replaced by a turbocharged four-cylinder and a hybrid option. While the new powertrains deliver more horsepower, up to 323 in the hybrid, they’ve split the loyal fan base.

Some longtime owners simply can’t stomach losing the old six-cylinder.

That sentiment has created a rare market twist. Typically, a new generation drives down prices on the outgoing model. Not this time. The 2023 Tacoma V6, with 278 horsepower and a choice of six-speed manual or automatic transmissions, is actually holding or even increasing in value.

According to Kelley Blue Book, a clean 2023 V6 Tacoma trades for just a few hundred dollars below its original sticker. On the CarBuzz Marketplace, some listings exceed the original MSRP. com reports an average sale price of $48,750 over the last year, with one example going for $57,500, more than a brand-new truck cost three years ago.

What’s driving this? Part of it is Toyota’s reputation for bulletproof reliability. The third-gen Tacoma scored an 83 out of 100 on CarComplaints, and while there is a known issue with lash adjusters causing a ticking noise and potential engine damage, it’s rare and usually appears early.

The bigger factor may be the 2024 model’s rocky launch. Early buyers reported eight-speed transmission failures, sometimes before 1,000 miles. Toyota didn’t issue a formal statement until the following summer, and that slow response rattled the kind of buyer who values dependability above all.

Even though Toyota sold a record 249,563 Tacomas in 2025, the transmission issues and the loss of the V6 have created a perfect storm. Enthusiasts who prioritize simplicity and reliability are willing to pay near or above MSRP for a three-year-old truck with a naturally aspirated engine and a proven gearbox.

Branded titles and high-mileage examples are the only real bargains left. For now, if you want a V6 Tacoma, you’ll likely pay a premium, and that doesn’t look like it’s changing anytime soon.