I bought a new 2006 Toyota Tacoma V6 Prerunner and never really liked it. It was way too sensitive to any wind. It took a tight grip on the steering wheel to keep it on the road on a windy day. If it had been windy the day I test drove it, I would never had bought it. The Frontier drives great on windy days and very little wind noise compared to the Tacoma. It rides better, gets better fuel mileage, better transmission and has more power. The only gripe is the interior scratches easily and the turning radius is not as tight as the Tacoma. I went from a truck I hated to a truck I love to drive. That says it all.
Styling, size, ride and power.
Upgrade interior, move the console armrest toward the front and improve the turning radius.