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When the Toyota Tacoma configurator went live, people couldn’t contain their excitement. But the novelty of possible builds started to wear off. Then they noticed a 2024 Toyota Tacoma problem that potentially turns buyers away. 

Is the 2024 Toyota Tacoma overpriced? 

The 2024 Toyota Tacoma driving on the road
2024 Toyota Tacoma | Toyota

We need to test the 2024 Toyota Tacoma to the fullest and see how its quality and reliability reputation hold up before calling it overpriced. But we do know that it’s pretty darn expensive compared to rivals.

The standard Tacoma starts at $32,995, including the $1,495 destination fee, which isn’t too scary yet. But the dream of a new Taco for under $30,000 is dead. 

The 2023 Tacoma started at $30,095 after the destination fee, so it only has a $2,900 increase between entry-level models. But the engine power, comfort, tech, and more have significant upgrades to consider. 

However, the real kicker comes with higher trim levels. The TRD Off-Road model takes the price up to $43,720 with the standard, gas-powered engine. There’s no telling how much more the i-FORCE Max engine will cost at the moment. 

Pricing for the Toyota Tacoma TRD Pro or Trailhunter models hasn’t been released. But with the hybrid engine and extra equipment, we can see these models cresting $60,000 and even $70,000 with the overlanding gear. 

Also, the 2023 Tacoma TRd Pro rings in at $49,530 with the manual transmission. The Ford Ranger Raptor starts at $56,960 with the destination fee and offers more horsepower. The Chevy Colorado ZR2 is highly capable at $48,395, and the ZR2 Bison starts at $60,540. 

Plus, if you have $50,000 to $60,000 for a truck imagine how much extra towing capacity and space you’ll get with a full-size option. 

It’s for these reasons that people like Tim from Pickup Truck Talk and Dave from All Terrain Nation are considering other options instead. 

We relayed that the Tacoma is an improvement over the previous generation. But will only providing up to 326 hp and high prices turn fans away?