I am assuming you are asking for an opinion, so I shall offer mine.
At the risk of sounding like a marketing executive, I would have to say because they are built well. Toyota cars have been around for a really long time. I can remember when I was a kid (so that makes it a REALLY long time ago!), my dad bought a Toyota. He was working in the aerospace industry, and he got a lot of joking about buying a Japanese car. Back then, they were just starting to be quality-competitive with the American cars.
After I was in college (still many years ago) I owned a Toyota pick-up truck, and was quite pleased with the general craftsmanship of the truck. Although they tend to be a little expensive, in my opinion, they are built very well.
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