I'm guessing you really wouldn't want to use a key to start your truck anymore
@Fightnfire. That's so 2003! LOL. For $46,000, I'd expect it to be push button start. That seems like a strange place to cut costs. I suppose some people like the key, and that's fine too.
And my wife definitely cares about the 10 way adjustable passenger seat and heated steering wheel.
The upgrades you would want, probably would land you at about $49-50k. And the Lariat has most of those features and is about the same price as the premium off-road. So I'd say that's the most direct competitor to the Premium Tacoma. For 45-46, the Ford has the bigger screen and a trailer break controller over the off-road. And the off-road has a heated steering wheel.
There's a truck out there for everyone in the market for one as long as you're open to whatever brand has what you need.