Toyota set to launch new 2024 Tacoma with six models
After a year of dominating the “small pickup” segment, Toyota is gearing up to lead once again with the highly anticipated new 2024 Tacoma. The 2023 model captured 42.4% of the market share, and the brand aims to continue its success with the upcoming release of the 2024 Tacoma.
The new Tacoma is set to be available in six models, including SR, SR5, TRD Sport, TRD Off-Road, hybrid Trailhunder and TRD Pro. The first four models will arrive at dealerships in March, while the hybrid Trailhunder and TRD Pro are scheduled to launch in the summer.
Dany Oliva, senior manager of vehicle operations, expressed optimism about the vehicle’s potential to make an impact on the market. Toyota hopes to bring up to 4,300 units to the market initially but is open to increasing that number based on demand. Oliva stated, “Our expectation is to continue bringing more, and eventually reach about 7,000 or 8,000 units in Puerto Rico, once the situation normalizes a little.”
With a focus on accessibility, the redesigned Tacoma will be competitively priced at $35,000 in the SR model, affirming Toyota’s commitment to offering value to its customers. The brand aims to maintain its leadership in the segment and become the preferred vehicle for customers.
According to Oliva, the new model’s goal is to cater to a wide range of consumers, including adventurous, adrenaline-seeking individuals. “We are trying to satisfy the needs of all our clients who are adventurous, spontaneous people, looking for adrenaline. A very versatile vehicle that will basically be able to access any type of territory, road… It is conquering the elements,” said Oliva.
Vice president and general manager of Toyota of Puerto Rico, Jayce Dane, emphasized that the new 2024 Tacoma is the most versatile and adaptable to the consumer so far. Built with purpose from start to finish, the new generation of Tacoma boasts legendary Toyota quality, durability, reliability, and advanced safety and technology features.
The Tacoma is designed with a high-strength structure, multi-link rear suspension for improved handling, advanced safety systems, and an array of cutting-edge technology features, including a 3D all-round view and multi-terrain monitor. Toyota’s new motto for the Tacoma—“Give it free rein”—encourages customers to view the vehicle as an option that does not limit their imagination or desire to embark on new adventures.