The all-new 2024 Tacoma has been described as a model for modern trucks, leveraging on the historical antecedent of the Toyota Tacoma in the mid-size pickup truck segment in the nearly two decades of existence.
According to Toyota, the Tacoma is ready to help drivers tackle their ambitious adventure bucket lists.
For this new generation of Tacoma, Toyota engineers focused on its rich history of quality, durability and reliability – while incorporating modern tech, rugged styling and go-anywhere capability.
The 2024 Tacoma is available in SR, SR5, TRD PreRunner, TRD Sport, TRD Off-Road, Limited, Trailhunter, and TRD Pro grades. Select models featuring the i-FORCE engine are currently on sale at Toyota dealerships, while those with the i-FORCE MAX hybrid powertrain, like the first-ever Trailhunter and the Baja-inspired TRD Pro, will be available in Spring 2024.
Key features include Available i-FORCE MAX 2.4L Turbocharged Hybrid Powertrain with up to 326 Horsepower and 465 lb. ft of Torque; Standard i-FORCE 2.4L Turbocharged Engine with up to 278 Horsepower and 317 lb.-ft. of Torque; Unique Suspension Tuning for Each Grade with Available Coil Spring Rear Suspension; Available 14-inch Touchscreen Display with Latest Toyota Audio Multimedia System.
Electrified motor, generator and battery
Tacoma’s i-FORCE MAX hybrid electric motor uses its Power Control Unit (PCU) to deliver incredible performance and enhanced battery durability. This advanced system fills in the gaps of the torque curve to make it as high and as flat as possible—delivering instant torque and a thrilling drive. And all this potential power is stored in a tried-and-true 288V sealed Nickel-Metal Hydride (Ni-MH) battery pack that sits strategically under the rear passenger seats.
Adaptive Variable Suspension (AVS)
The new Tacoma’s Adaptive Variable Suspension (AVS) system constantly adjusts compression based on changing road conditions. Available on Limited grades, the front and rear shock absorbers have built-in actuators to optimize damping force, for a refined ride and handling experience on both the asphalt and the dirt.
To commemorate the all-new Tacoma, Toyota also unveiled the “More Power for More Play” campaign focusing on the truck’s exciting new i-FORCE and i-FORCE MAX powertrains, rugged capabilities, modern technology and features that are guaranteed to amplify life’s exciting adventures and off-roading excursions.
The fully integrated Tacoma campaign was developed using Toyota’s long-standing Total Toyota (T2) marketing model. The T2 model integrates efforts to create a cohesive marketing approach inclusive of multicultural marketing and the mainstream market. The T2 agency team includes Saatchi & Saatchi, Burrell Communications, Conill, and Intertrend Communications, with ZenithMedia placing TV and outdoor media buys.
“We’re thrilled to debut the all-new 2024 Tacoma. Our ‘More Power for More Play’ campaign embodies the true essence of this redesigned icon featuring exciting new technology and capabilities with design rooted in Tacoma’s rich truck history,” said Mike Tripp, group vice president, Toyota Marketing, Toyota Motor North America.
