2024 Toyota Tacoma MSRP Accidentally Revealed at NAIAS, Could Be a Clerical Error

The 2024 Toyota Tacoma was unveiled six months ago with an updated look inside and out, new overlanding goodies, hybridized powertrains, much-awaited suspension and braking system upgrades, and improved advanced driver-assistance features. But the price wasn't communicated at launch, and prospective buyers have been waiting since May to find out if it will still be a somewhat affordable pickup truck. Fret not; we might have just received our first hint!
2024 Toyota Tacoma MSRP Displayed at NAIAS 2023 8 photos
Photo: GT: Garage Talk on YouTube / jar_rosenholtz on Twitter / autoevolution edit
2024 Toyota Tacoma at NAIAS2024 Toyota Tacoma at NAIAS2024 Toyota Tacoma MSRP Shown at NAIAS2024 Toyota Tacoma at NAIAS2024 Toyota Tacoma at NAIAS2024 Toyota Tacoma at NAIAS2023 Toyota Tacoma MSRP
The Ford F-150 has been the best-selling vehicle stateside for over four decades. That has been happening for a reason - America simply loves pickup trucks. Nobody can deny that. But only some people are willing to spend a good chunk of money on a full-size truck. That's where models like the Ford Ranger or the Chevrolet Colorado jump in to swoop up buyers.

But Toyota isn't allowing its competitors to take over this slice of the car market, so it gave the Tacoma a much-needed refresh. After all, it's the champion when it comes to sales in this segment!

The model debuted Tundra-inspired design cues and a sleeker, contemporary look overall. Of course, other upgrades were also added, but we won't dwell on them here because they were discussed briefly a few months ago. Check that linked piece to freshen up your memory.

For some reason, the Japanese automaker hurried to tell us about its new mid-size pickup truck. It certainly piqued our interest. But it's September now, and the unit is still not available for ordering. Not even the configurator is live. It would have helped us deal with the anxiety of waiting for the new vehicle while playing around with various builds, options, and costs.

But now we at least got a first indication about the starting MSRP. The all-new Tacoma surprisingly has the same pre-tax and -fees cost as the 2023 model-year unit – $28,600. That's according to a picture uploaded on Twitter (X) by a North American International Detroit Auto Show (NAIAS) attendee. That figure was slapped right at the top of the info stall accompanying the vehicle.

2024 Toyota Tacoma at NAIAS
Photo: GT: Garage Talk on YouTube
That base price of $28,600 resembles what Toyota currently asks for its single-cab 2023 Tacoma SR. We would be very impressed if the brand managed to overhaul this member of its North American portfolio without having to ask customers for more money.

However, auto shows have often brought gearheads surprises that weren't intended to materialize into something palpable. That's partly what makes us suspect this was just a small pricing error made by one of the people responsible for Toyota's NAIAS 2023 booth.

Don't get us wrong – it would be great if Toyota somehow found a way to update a few of its cars without introducing higher prices. Still, given the inflationary environment we currently are in… Well, let's just say it's a slim possibility for that to happen.

The fact that the price tag was removed afterward also strengthens our suspicion that those numbers should have never appeared next to the 2024 Toyota Tacoma. At the same time, the carmaker could have also wanted to keep it on the down low before impressing anyone with the renewed pricing policy.

At the end of the day, we can only be somewhat sure of one thing – the entry-level 2024 Toyota Tacoma's price should start at under $30,000. But that's something aimed at professionals who need a workhorse, so most people will choose the SR5 trim that will surely end up having an MSRP of over $31,000.
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About the author: Florin Amariei
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Car shows on TV and his father's Fiat Tempra may have been Florin's early influences, but nowadays he favors different things, like the power of an F-150 Raptor. He'll never be able to ignore the shape of a Ferrari though, especially a yellow one.
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