Dunno... are they being competitive with other 2024 options? Or are they just now being competitive with other 2016 options?
I guess it depends how they actually are once configured. Supposedly the 1700 lb payload is a four-wheel drive truck which is solid for a midsize truck and a huge improvement for Toyota. They probably aren't going to compete with the Raptor Ranger raptor or the AEV Colorado on 35s. Disc brakes, boxed frame, 465 ft lb torque, and manual transmission with the TRD off-road has a lot potential as long as it's not a flop like the third gen. Especially if they are actually rated for 1500lbs or more payload. The fact that the Colorado and Ranger are only offered in a crew cab short box is a bummer.
Toyota has such a stronghold on the midsize market that they don't necessarily have to beat GM or Ford in every category of performance to continue to be the segment leader. All they had to do was update the 4th gen Taco and make it better than what it was previously and without question they did. They literally improved on every aspect and fixed all the complaints of the 3rd gen. The biggest ones being powertrain, gearing, frame, seating position, cab room, brakes, payload. Those were all addressed in the latest announcement.
Can the TRD Pro go as fast as the Ranger Raptor can in the desert? Probably not. Does the Trailhunter have a front locker and 35's like the AEV Bison GM? Nope. Does it NEED every performance advantage to be competitive with GM or Ford? Absolutely not. The Tacoma is the sales king until proven otherwise and my guess is that the sales tiers will remain the same. #1 Tacoma, #2 GM twins, #3 Nissan, and #4 Ford. I'm not sure where to put the Gladiator on the list and they seem to somewhat be in a unique category. I think the question probably needs to be asked in reverse, did GM or Ford do enough to sway Toyota loyalists to their camp? I think an argument can be made for GM doing enough to make a bigger jump in sales and at least creating some excitement around the platform. Lots of trims, packages, and options for everybody and we haven't even seen the ZR2 Bison officially yet. I think Ford just kinda mailed it in again. I feel like they put zero marketing dollars towards the 2024 Ranger and other than an initial announcement they haven't really created a buzz around it. I mean sure the Ranger Raptor is nice but is it really that special? It's certainly not in marketed in the same vain that they do the F150 Raptor R. I feel like the other Ranger trims are just kinda meh.