Toyota North America Partners with Toyota Hawaiʻi to Reveal the All-New 2024 Toyota Tacoma

May 19, 2023

KONA – Toyota North America partnered with Toyota Hawai‘i, a distribution subsidiary of Servco Pacific Inc., to host an international reveal of the all-new 2024 Toyota Tacoma in Kona on the island of Hawai‘i.

Representatives from Toyota North America joined the Toyota Hawai‘i team and Toyota Hawai‘i brand ambassadors at Mauna Lani Resort for this exclusive event.

“We chose to unveil the all-new 2024 Toyota Tacoma in Hawai‘i because it really shows its dominance here in the mid-size truck market,” says Toyota group vice president and general manager Dave Christ. “It has been the top-selling vehicle on the islands for more than two decades.”

For its fourth generation, the Tacoma has been redesigned as the ultimate adventure machine. Built upon the TNGA-F global truck platform shared with the Tundra and Sequoia, the mid-size pickup offers more off-road capability, quality, durability, and reliability. Notable features include:

  • New top-of-the-line i-FORCE MAX hybrid option, producing 326 horsepower and 465 lb.-ft. of torque
  • All-new Trailhunter grade built with the latest integrated off-road equipment
  • New XtraCab long bed configuration for enhanced interior functionality and maximum cargo capacity

In Hawaiʻi, the Toyota Tacoma has been the #1 vehicle for the past 22 years. Last year, the Small Pickup segment made up about 15% of total market share, with the Toyota Tacoma accounting for 58% of the segment. Commonly referred to as ‘Tacos,’ ‘Lifted Yotas,’ or ‘Yota Gang,’ a variety of sub-cultures, including off-roading, have created a passionate community among Tacoma owners.

As part of the exclusive event broadcasted nationwide, Toyota Hawai‘i collaborated with Kuhaʻo Zane, Toyota Hawai‘i Brand Ambassador, COO and Creative Director of Sig Zane Designs, and Native Hawaiian artist, to produce an exclusive print.

“We are thrilled to be part of this unique opportunity to reveal the 2024 Toyota Tacoma,” said Lance Ichimura, senior vice president of Toyota Hawaiʻi. “The Tacoma holds such a special place in everyone’s hearts as Hawaiʻi’s most popular vehicle. Being able to partner with Kuhaʻo was a historic collaboration, especially because of his passion for honoring Hawaiʻi and the Hawaiian culture.” 

The print celebrates the koa tree, the largest tree in Hawaiʻi’s native forest, and symbolizes the strength of Tacoma’s long-standing presence in the community. The earthy tone is inspired by distinguished Hawaiʻi ingredients, alaea, a natural mineral used for cooking and medicine, combined with Hawaiian sea salt.

“Before I start any design, I think about purpose. Our outdoor lifestyle in Hawaiʻi originates from living in harmony with the ʻāina, or land,” said Kuhaʻo Zane. “The koa tree is like the father of the community, similar to how the Toyota Tacoma has deep roots and connection in Hawaiʻi.”

The 2024 Toyota Tacoma will be available for sale in 2024. Exclusive merchandise featuring Zane’s signature print will also be available later this year.

About Toyota Hawai‘i
Toyota Hawai‘i is a distribution subsidiary of Servco Pacific Inc., Hawai‘i’s largest privately held company founded in 1919. Toyota has been Hawai‘i’s top-selling automotive brand since 1997 with seven dealership locations statewide — Big Island Toyota (Hilo and Kona); Maui Toyota; Servco Toyota Kauaʻi; Servco Toyota Honolulu, Servco Toyota Leeward, and Servco Toyota Windward. For more information about Toyota Hawai‘i, visit