Most recent interview with a major Australian outfitter he explained that the Ranger is now the NO 1 ute sold in Australia. Top reasons he listed proven capabilities, modern, better comfort, better power and fuel consumption also more competitive price.
One man's opinion, but like I said: the Ranger is viewed as having a better engine relative to the Hilux. The hilux isn't lacking any capabilities or qualities compared to the Ranger, other than perhaps subjective qualities like ride comfort.
Arguably, the North American Ranger has the same advantage over the Tacoma, but it remains to be seen if that will translate into a quantifiable marketing advantage.
"Somewhat" is a subjective qualifier, but I'd personally call the difference "significant" for payload. The standard XLT 4x4 4 door Ranger carries a 1,560 lbs payload and 7,500 lbs towing rating and a 4x4 SR5 Tacoma double cab has payload rating of 1,175 lbs and 6,400 lbs towing.
Yep, the Ranger has higher ratings. Though Tacoma owners do overload their trucks all the time with gear and slide in campers, and those vehicles hold up just fine. Not condoning going over GVWR, but there is no question that the Tacoma's engineering exceeds its listed payload/towing ratings.
That said, neither the 3.5l v6 nor the 2.3l ecoboost would be my first choice for towing anything much beyond 6k lbs on a regular basis.
I have no interest in a dampened tailgate, as I stand there holding something heavy I just want the darn thing open. Most petty invention of the 21st century IMO. Ranger has manual shifting on the shifter like pretty much everything does nowadays and FX4 has trail control like a Raptor. Ranger shocks are still pretty far outboard on the axle, farther than most truck shocks were a few years ago (much farther outboard than my Ranger's are)
Fully boxed Ranger frame is more rigid which has been a common trend in the fullsize world for 15 years. My older Ranger has a flexy flyer C channel frame, I have never considered it's flexibility an especially awesome bragging point although it has certainly stood the test of time.
Taco has a better approach/breakover angle while the Ranger has a better departure angle. Ranger does have a lot of metal on the front for protection though (steel bumper and thick front skidplate)
Dampened tailgate is actually pretty useful, and other OEM's are starting to follow suite.
Does the Ranger actually have manual shifting or can it only set the upper/lower gear limit? There is a difference.
I don't consider the Tacoma's c-channel frame a bragging point, but then again it's not nearly the drawback that some people claim it is. F-250/350's used to have C-channel frames and they had far higher towing/payload ratings than either the Ranger or the F-150.
Everything else about the Tacoma is more inherently geared towards offroading, perhaps at the cost of ride comfort and onroad handling. Unlike Ford and GM, Toyota doesn't have to do a substantial rework of the base design in order to produce a more capable offroader.