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What Toyota Unveiled at the 2023 SEMA Show

The annual SEMA show (Specialty Equipment Market Association) most recently happened between October 31st and November 9th, 2023. This is a massive automotive aftermarket trade show that’s hosted in Las Vegas, wherein the industry goes wild for the reveal of concept cars, big announcements from major brands, and the chance to rub elbows with the who’s-who of the automotive world.

Anyone—from a Toyota Tundra dealer looking for a sneak peek at top off-road packages to an automotive specialty equipment manufacturer hoping to catch the eye of a leading brand for partnership—looks forward to this event every year. All the hottest products (like custom and modified vehicles, performance parts, and accessories) are debuted here, and there are loads of educational seminars, special events, and opportunities to network with peers and potential buyers. If you’re an industry buyer or a manufacturer, this is the place to connect!

Toyota at SEMA 2023

According to Toyota’s pressroom, its “SEMA Show presence blends technology, design, and industry partnerships to deliver performance and adventure on the track and trail,” and we couldn’t agree more. The packages and accessories they brought to showcase were certainly impressive and stood out against the fare of rival manufacturers.

This year, there was a specific emphasis on the Tacoma, which is seeing a full redesign for its fourth generation, debuting in 2024. Also highlighted were new package offerings for the Tundra and an expanded Associated Accessory Program (AAP). Below is a breakdown of some of the highlights from Toyota’s appearance at the 2023 SEMA Show in Las Vegas…

A white 2024 Toyota Tundra TRD Pro is shown driving off-road after visiting a Toyota Tundra dealer.

The Tundra’s TRD Performance Package

Toyota announced in October 2023 that it will be introducing a new TRD Performance Package for the Toyota Tundra in early 2024. The SEMA Show was the first place the industry got a chance to see what this package looks like for themselves.

This package makes the most of the Tundra’s twin-turbocharged i-FORCE V6 engine. Capitalizing on its awesome power—and aiming to offer Tundra owners a unique driving experience—the Tundra’s base i-FORCE engine boasts 389 hp at 5,200 RPM and 479 lb-ft of torque at 2,400 RPM as standard. If that’s not enough for you (for some reason), the TRD Performance Package can add that extra kick of power you’re looking for: with this package, the engine power increases to 421 hp at 5,200 RPM.

Boosting the Tundra’s base i-FORCE engine was no simple feat; Toyota has had some of the best and brightest automotive engineers come together to design this package. It was achieved by improving airflow into the turbochargers and using software to optimize engine management calibration, which is then fine-tuned to maximize performance via 91-octane (Premium) fuel. This package includes bigger, high-flow dual intakes as well as a cat-back exhaust system to reduce back pressure.

This package is predominantly geared toward providing more power under the pedal, but Toyota added some special design touches to tie everything together. Visual enhancements with this package include a special badge on the tailgate as well as an exhaust tip treatment that looks different from all other Tundra trims.

Folks who want to get this package on their new 2024 Tundra are expected to pay $3,400 for the privilege. Toyota is toying with the idea of adding it to the Tacoma, but so far, no announcements have been made. It’s also possible that this package will be offered as a dealer-installed option so drivers with older models of the Tundra can have it equipped.

The Tacoma X-Runner Concept

Toyota is going out on a limb with this new street-wise version of the Tacoma. Back in the early 2000s, there was a huge market for trucks that could take city streets by storm, maximizing driving between street lights instead of how they perform off-road. Unlike most of the accessories, packages, and parts debuted at the SEMA Show (which largely focus on off-roading and outdoor performance), the new Tacoma X-Runner Concept is purely for the streets.

Toyota’s R&D team is curious to see if there is a resurgence of interest in this type of vehicle, and they had the perfect new platform to create it on: Toyota’s new TGNA-F product platform. This platform supports a wheelbase length of 2,850-4,180 mm (112.2-164.6 in) for mid- and full-size pickup trucks.

In terms of power, the new X-Runner Concept has a modified 3.4-liter i-FORCE twin-turbocharged V6 engine, giving it extra oomph on the road. Overall, this engine delivers an almost excessive 421 hp and 479 lb-ft of torque. This concept vehicle is further enabled for streetside dominance by leaning on the Tundra’s solid axle build and air-suspension system, which helps the X-Runner achieve a low ride height without sacrificing load-carrying capacity. An electronic locking differential powers the rear wheels, and a custom side exhaust system makes performance even better.

Other enhancements to the body of the X-Runner include a widened track width, custom-valved 2.5-inch Bilstein shocks, and frame strengthening. As for its means of contact, this concept vehicle is kitted out with 21×9.5-inch carbon fiber wheels with forged aluminum centers and Michelin 285/45R21 Sport Tires. All of these serve to make the X-Runner a dynamic drive on city streets.

As you might expect from a sportier truck, Toyota has gone all out on making sure the new X-Runner looks the part. Tacoma’s distinctive XB LED Projector headlamps remain, as well as the eye-catching albeit practical venting in the front and side bodywork. These vents serve to cool the front brakes, so you can punch the gas without worrying about overheating when you come upon that red light.

Other visual features include a matte black finish for the hood, roof, and A-pillars. Red accents draw the eye along the body, and distinctive wheel hubs cue onlookers that this is a truck meant for the streets. Overall, Toyota is showing that it means business in this revitalized segment of the market. Perhaps we will see a resurgence of street-style trucks from other manufacturers following the Tacoma’s newly debuted look.

Toyota’s Other Debuts

In addition to the new Tundra and Tacoma offerings, Toyota had a number of other offerings to debut, including the “FJ Bruiser,” the “Retro Cruiser,” a “Blue Beetle” Tacoma, a GR Cup Series GR86 racer, a 45th Anniversary Special Edition GR Supra, a Circuit Edition GR Corolla, a Trueno Special Edition GR86, the Toyota Wireless Trailer Camera System for the Tundra and Sequoia, the arcade-inspired “Tacoma TRD Pro Time Attack” IsoDynamic Performance Seat Simulator, expanded AAP space to showcase Toyota product accessory offerings, and multiple AAP-equipped show builds like the Tundra SR5, 4Runner, Tacoma, Grand Highlander, and Sequoia.

Attending Next Year’s SEMA Show

SEMA Fest is the answer to how you can get involved with the SEMA Show if you aren’t a manufacturer or industry buyer. This is a festival that springs up outside of the official event, which is open to the general public. It allows the everyday car enthusiast a chance to get involved in the action and see some of the awesome things on debut at the SEMA Show.

There are also loads of other attractions that make the festival worth a visit, like world-famous musicians, food vendors, and a plethora of cars and trucks to ogle. If you are a car enthusiast, this is where you need to be next year.

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