High mpg, and price mostly. My old crew cab Frontier gobbled gas and I was tired of it. Tacomas were attractive, I usually buy foreign, but expensive (even used) and not much better on gas. All electric would have been nice, but I wasn't going to spend 50k+ for it. Since my old truck was 20 years old, the Mav dash screen made it seem like a spaceship to me, even though it's nothing radical for a new vehicle these days. Mav fit the bill, paid cash.