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PLANO, Texas (Feb. 8, 2024) – Toyota Motor North America (TMNA) returns to Super Bowl LVIII with a 30-second ad celebrating the launch of the all-new 2024 Tacoma. The Tacoma is completely redesigned from the ground up, primed and reimagined to make off-roading dreams come true.
“Dareful Handle” features the all-new Tacoma conquering a thrilling array of action-packed off-road adventures, playing on the question, “can you handle it?”. The adrenaline-pumping spot highlights the range of emotions passengers experience as they grip the passenger side handle for dear life. The exhilarating ride incites shoutouts, including the “shut the front door” handle, “woah, woah, woah, woah” handle, and “no me gusta” handle.
“The convergence of the all-new 2024 Toyota Tacoma launch, Super Bowl LVIII weekend and our recent announcement as Official Automotive Partner of the NFL created an exciting communication opportunity for Toyota,” said Mike Tripp, group vice president, Toyota Marketing, Toyota Motor North America. “We’re thrilled to leverage the power of our product, our partnership and two iconic brands to highlight the trail-dominating power and legendary capability of the all-new Tacoma during the most-watched TV broadcast of the year.”
About the 2024 Toyota Tacoma
The Toyota Tacoma has dominated the mid-size pickup truck segment for nearly two decades, and the all-new 2024 Tacoma sets a new standard for modern trucks. Completely redesigned and reimagined for model year 2024, 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
- Manufacturer’s Suggested Retail Pricing Starting at $31,500*
- Toyota Safety Sense 3.0
- i-FORCE MAX 2.4L Turbocharged Hybrid Powertrain
- IsoDynamic Performance Front Seats
- TRD-tuned FOX® * QS3 Internal Bypass shocks
- 33-In. Rugged-Terrain Tires and 18-In. Black TRD Pro Wheels
- i-FORCE MAX 2.4L Turbocharged Hybrid Powertrain with High-mount Air Intake
- Old Man Emu® forged monotube shocks
- High-clearance front bumper, rock rails and ARB® steel rear bumper with recovery hooks
- 33-In. Rugged-Terrain Tires and 18-In. Bronze-finished Trailhunter Wheels
