2024 Toyota Tacoma MSRP accidentally revealed at NAIAS, and it could be a clerical error

The 2024 Toyota Tacoma was unveiled six months ago with a refreshed look inside and out, new landing gear features, hybrid powertrains, long-awaited suspension and braking upgrades, and enhanced advanced driver assistance features. But pricing wasn’t announced at launch, and potential buyers have been waiting since May to find out if it will still be a fairly affordable pickup truck. Don’t worry; We may have just received our first hint!

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Image: GT: Garage Talk on YouTube / jar_rosenholtz on Twitter / Auto-Evolution Edit

The Ford F-150 has been the best-selling vehicle in the United States for more than four decades. This happened for a reason – America simply loves pickup trucks. No one can deny that. But only some people are willing to spend a chunk of money on a full-size truck. This is where models like the Ford Ranger or Chevrolet Colorado jump in to attract buyers.

But Toyota doesn’t let its competitors take over this segment of the car market, so it gave the Tacoma the update it desperately needed. After all, she is the champion when it comes to sales in this sector!

The model debuts a tundra-inspired design and an overall sleeker, more modern look. Of course, other upgrades have been added as well, but we won’t go into them here because they were briefly discussed a few months ago. Check out that linked piece to jog your memory.

For some reason, the Japanese automaker was quick to tell us about its new midsize pickup truck. It definitely piqued our interest. But now it’s September, and the unit is still not available to order. Not even the component is alive. This would have helped us deal with the anxiety of waiting for a new car while playing with different trims, options and costs.

But at least now we’ve got the first hint about the MSRP rollout. Surprisingly, the all-new Tacoma has the same cost before taxes and fees as a 2023 model year unit – $28,600. That’s according to a photo uploaded to Twitter (X) by an attendee at the Detroit North American International Auto Show (NAIAS). This number is placed directly at the top of the information kiosk accompanying the car.

2024 Toyota Tacoma and NAIAS

Image: GT: Garage Talk on YouTube

This $28,600 base price is similar to what Toyota is currently asking for the 2023 Tacoma SR Single Cab. We’d be very impressed if the brand could fix this member of its North American portfolio without having to ask customers for more money.

However, car shows often brought surprises that were not intended to materialize into anything tangible. Which partly makes us suspect that this was just a simple pricing error made by one of the people responsible for Toyota’s NAIAS 2023 booth.

Make no mistake – it would be great if Toyota somehow found a way to update a few of its cars without offering higher prices. However, given the inflationary environment we’re currently in… well, let’s just say the likelihood of that happening is slim.

The fact that the price tag was then removed also reinforces our suspicions that these numbers should never have appeared next to the 2024 Toyota Tacoma. At the same time, the automaker could also have wanted to keep the price low before convincing anyone of its renewed pricing policy.

At the end of the day, we can only be fairly certain of one thing – the 2024 Toyota Tacoma should start under $30,000. But this is something aimed at professionals who need a workhorse, so most people will opt for the SR5 model which will almost certainly end up having an MSRP of over $31,000.

(Tags for translation)Toyota

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