In a bold and daring move that has sent shockwaves throughout the automotive industry, the CEO of Toyota, Koji Sato, has made a strategic decision that has ignited panic among their American counterparts, Ford and GM. While Toyota’s RAV4 compact crossover has gained significant recognition, it is the Tacoma midsize pickup that truly embodies the essence of the brand in the United States. Not only does it boast impressive sales figures, but it also continues to assert its dominance over the competition, albeit with a slightly loosened grip in recent times.
But that’s not all — Toyota has gone above and beyond, prioritizing storage and technological advancements in the new Tacoma.
By introducing the hybrid Tacoma, the company aims to exceed the expectations of truck enthusiasts and solidify its position as an industry leader.
As the automotive landscape braces itself for this groundbreaking move, one thing is clear: Toyota’s CEO has unleashed a wave of disruption that has left Ford and GM scrambling to catch up. The stage is set for an exhilarating battle as the 2024 Toyota Tacoma prepares to conquer the roads, leaving its competitors in a state of full-blown panic.
Toyota has experienced a whirlwind of events in the eventful year of 2023. Koji Sato assumed the role of CEO, bringing fresh leadership to the company. However, the journey for Toyota hasn’t been smooth sailing due to persistent supply chain issues, causing a scarcity of new Toyota trucks and SUVs in the market. This scarcity has posed a significant challenge for Ford and GM, as Toyota’s actions could potentially undermine the sales of their new models, such as the Ford Ranger and Chevy Colorado.
The impact of Toyota’s actions on the American truck market cannot be ignored, and it spells trouble for the big three automakers. The competition among midsize pickup trucks has intensified in recent months, with Ford unveiling the new Ranger Raptor and Chevy launching the new Colorado ZR2. In contrast, Toyota has remained relatively unchanged with its third-generation Tacoma since its introduction in 2015, save for a minor facelift in 2020.
Despite this, Tacoma has continued to dominate off-road trails.
Toyota has been known for sticking with what works and maintaining the trusty and reliable image of its vehicles for years. However, in 2023, everything has changed for the brand, which typically prefers to keep its tried-and-true models around. The highly anticipated 2024 Toyota Tacoma represents a complete redesign. With new design elements and engine options, Toyota is venturing into uncharted territory, attempting to revitalize a truck renowned for its style, dependability, and ruggedness.
Tundra
In May 1999, Toyota made a groundbreaking move by introducing the Tundra, the first full-size pickup truck from a Japanese manufacturer built in North America. This marked a significant challenge to the dominance of Ford and GM in the American truck market. Not only did the Tundra possess an appealing design, but it also featured a highly durable V8 engine capable of running over a million miles with proper maintenance.
The first-generation Tundra was praised for its reliability and enjoyable driving experience and is one of Toyota’s finest trucks. However, in 2021, Toyota faced challenges due to government regulations. The rebooted Tundra was unveiled with a polarizing appearance and an unreliable twin-turbo hybrid V6 engine that produced a vacuum cleaner-like sound.
One major issue that arose was related to the turbocharger, which caused the improper release of gases from the powertrain. This fault affected the entire system, forcing the truck into limp mode and requiring a visit to the dealership for a replacement.
Following in the footsteps of other truck manufacturers like Ford, GM, and RAM, the Tundra also evolved into an expensive luxury vehicle that spent more time in parking lots than being used for practical truck purposes. Despite its flaws, the Tundra managed to maintain decent sales.
However, in 2023, Toyota finally delivered the highly anticipated updated and modern Tacoma, which is seen as a significant triumph. The new Tacoma not only boasts an appealing design but also offers various trim levels to cater to different budgets. For those seeking affordability and reliability, the two-door Pre-Runner with a manual transmission is a suitable option. On the other hand, for adventurous individuals with deep pockets, the upcoming 2024 models will feature an incredibly powerful trailer version. This anticipation also suggests that there might be attractive deals available for the current generation of Tacoma trucks. So let’s take a look at some of the truck prices on the market.
Tacoma Hybrid Variant
Toyota has announced that the 2024 Tacoma will introduce a hybrid variant, marking an
important addition to the lineup. This new hybrid option will feature the innovative i-Force Max hybrid powertrain, which Toyota claims is the most powerful ever offered on the Tacoma.
The hybrid Tacoma will be equipped with a 2.4-liter engine and a 48-horsepower electric motor, combined with an eight-speed transmission and a 1.87-kWh NiMH battery pack. This advanced system delivers an impressive 326 horsepower and 465 lb-ft of torque, almost doubling the torque output of the current V-6 engine model.
The hybrid powertrain will be available on various Tacoma models, including the TRD Sport, TRD Off-Road, Limited, TRD Pro, and Trail hunter. The new non-hybrid makes way for a standard turbocharged 2.4-liter four-cylinder engine that can generate up to 278 horsepower and 317 pound-feet of torque. Most Tacoma models will come equipped with an 8-speed automatic transmission, while the base SR trim will offer a 6-speed manual transmission as an option.
Toyota is introducing a multilink rear suspension on select trim levels, replacing the leaf springs found in the current model. However, the SR, SR5 XtraCab, and TRD Pre-Runner trims will retain the standard leaf springs. The new Tacoma will feature four-wheel disc brakes, an electronic parking brake, and electric power steering.
Inside the cabin, the instrument panel will be dominated by screens. The Tacoma will adopt Toyota’s voice-activated audio multimedia system, initially introduced in the Tundra. This system will be available on either an 8-inch standard touchscreen or an optional 14-inch center-mounted touchscreen. Lower trim levels will come with a 7-inch gauge instrument cluster, while higher-end trims will feature a larger 12.3-inch configurable digital gauge cluster.
Toyota has improved storage options in the Tacoma, with enhanced storage space under the rear seat in nonhybrid models. Additionally, the rear seatback will be able to fold flat, allowing for easier transportation of larger items in the cabin.
The Tacoma lineup will consist of eight trim levels, including the base SR, SR5, and Limited trims. Four TRD trims will be available, namely the Pre-Runner, Sport, Off-Road, and Pro, each tailored for different primary use cases. Toyota will introduce a new Trail hunter trim that comes with factory-installed traditional aftermarket accessories from ARB, Old Man Emu, and Rigid for off-road enthusiasts.
All Tacoma models will come standard with Toyota Safety Sense 3.0, the latest iteration of the automaker’s suite of driver-assistance and safety technologies. This includes features such as dynamic cruise control, lane-departure, and lane-tracing assistance, and proactive driving assistance, which helps maintain control under certain conditions.
With the imminent arrival of the redesigned 2024 Toyota Tacoma at U.S. dealerships, the Japanese automaker aims to fend off competition from its Detroit 3 rivals and solidify its dominant position in the crucial midsize pickup segment. The new Tacoma offers enticing features such as a hybrid powertrain, expanded off-road trims, enhanced storage, and advanced technology. Toyota’s hold on the segment has seen fluctuations over the years. While Tacoma’s market share reached an impressive 65.1% in 2013, it hybridgradually declined to 46.9% in 2018 and further dropped to 39% in 2022, as per Automotive News Research & Data Center.
Steve Gates, president of the Toyota National Dealer Advisory Council, expressed his enthusiasm upon seeing the redesigned Tacoma, stating that it surpasses even the impressive Tundra. Gates confidently believes that Toyota will retain the sales crown despite competition from the redesigned Chevrolet Colorado, GMC Canyon, and upcoming Ford Ranger. He acknowledges that rivals may offer significant incentives, but Tacoma owners will remain loyal due to the truck’s longstanding reputation for being the best in terms of quality and reliability.
Toyota involved its dealers extensively in the development of the new Tacoma, ensuring their input was considered in the truck’s engineering and design processes. Dave Christ, head of the Toyota Division of Toyota Motor North America, expects a tremendous response to the latest Tacoma, drawing from the positive experience of launching the redesigned Tundra two years ago. Dealers are excited and optimistic, as they believe the new Tacoma represents a significant leap forward from its predecessor. The current Tacoma has aged well and continues to sell strongly, but the upcoming model is expected to be even more impressive, highly regarded by dealers, and described as “badass” by Christ.
While pricing details have not been released yet, Toyota plans to launch the hybrid models in early 2024. This move reflects Toyota’s commitment to electrification as it expands its hybrid and electric vehicle offerings, which already include vehicles like the Toyota Prius, bZ4X, Corolla Cross Hybrid, Highlander Hybrid, and more.