Sooo let’s talk about the new 2024 Tacoma’s Price (and what I paid might shock you)

In today's video, I dive deep into the pricing of the 2024 Toyota Tacoma, including a detailed breakdown of what I paid for my own 4th-gen Tacoma! Many of you have been asking for this, and I'm excited to share my insights... plus, I sit down with Marcus Umlauff, GM of Truck Strategy at Toyota Motor North America, to discuss Toyota's approach to pricing, dealership mark-ups, the direct-to-consumer model, and how the new Tacoma stacks up against the competition.

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📱 *More Content on my Instagram*

🔧 *My 2019 TRD Off-Road Tacoma Build*

💻 *Merch on my Website*

💵 *Discount Codes from Partners* (brands that I stand by!)
- TACOMABEAST: "Chloe5" for 5% off
- Sparks Parts (OEM Toyota Parts): "ChloeKuo" for 5% off
- DONGAR Technologies: "Chloe12" for 12% off
- TUFSKINZ: "ChloeKuo10" for 10% off
- Chemical Guys: "ChloeK15" for 15% off
- Cali Raised LED: "Chloe7" for 7% off
- Guild Outfitters: "Chloe5" for 5% off

⌚️ *My Watch (frequently asked about)*
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*Video Chapters*
0:00 - Context
3:20 - What did I pay for my Tacoma?
8:38 - Reflections on what I paid
14:04 - Ask Marcus: Toyota's stance on dealerships?
16:24 - Old vs New Tacoma prices
19:28 - Ask Marcus: Tacoma vs competition
24:11 - Final Thoughts

[JesseGarcia-mm]

Can we applaud this women for at least being honest! It’s an expensive truck and she bought it early… prices are now dropping, so I’m sure she sees that and wishes she waited. I give her props for her transparency

[adamwilliams]

It takes courage to put out an opinion piece like this and I admire you for that! In 2005 I bought a beautiful blue SR5 manual 4 banger for $17, 000. In 2019 a TRD Off-road manual 6 banger for $40, 000 and it'll be my last vehicle purchase. When a truck costs as much as my first house did in 1988 I'm done. Keep up the excellent content young lady.

[Htown]

For 63k the Pro should come with a front locker and the twin turbo 6 from the Tundra.

And 5k cash in the glovebox.

[Interbeing_CDN]

$58, 704 is an absolutely insane price for a midsized middle of the road pickup, of any brand. I purchased my 2020 Tacoma TRD off-road for $32, 480 OTD, in April 2020, just after the COVID shutdown. Is it a $26, 224 better pickup? I would be hard pressed to justify paying that much of a premium, especially with moving to a 4 cylinder turbo motor. I believe that Toyota has priced itself out of the market for many long term Taco owners, especially with the competition available in the market today. I do wish you all the best with your new truck, it is certainly an upgrade in many respects, but personally, I will pass for now.

[pewterngold]

Congratulations on your new truck. Whenever a person can save enough money to purchase a vehicle they have their heart set on, DO IT! You only live once and financing means paying interest and interest means "other people's money". If you're happy and feel good about what you did, then don't worry or listen to what other people say. Kudos to you for sharing your experience. Cheers!

[SSPshooter]

I'm proud of you to paying cash for your new truck. I ordered a '23 TRD OR Premium, put a substantial amount down and paid it off within the first year. Like you, I' was very specific about what I wanted, paid MSRP and waited 5 months to get it. I love not having the payment(we're 100% debt free). About the only time I can justify financing a vehicle is 0.0% APR or if the incentives encourage going through financing for a short time. At 52 years old, I hope to never borrow money for anything ever again.

[YotaDaryl]

I make 0 judgements and very much appreciate your openess and honesty about your purchase. Very genuine.

[nivenset]

60K for Tacoma offroad is insanely expensive, but if you are happy with the purchase and can afford it, then I say you made the right choice. Your happiness is just very expensive lol

[Minjoeman]

I have a 2023 Tundra but like watching your video's. You seem very real, humble, realistic, smart and refreashing.

[matthewdutcher]

Great content and info. Thanks for your honesty. I just hit the subscribe button. Keep up the good content on the Tacoma as I can’t get enough. Regardless of what people think or say, these trucks are awesome.

[johnl]

I think buying a new car nowadays feels like a scam. Maybe it's just me.

[RascalCatify]

The price increase over previous years is pretty crazy. Sure they added and changed a lot but damn. I paid just a little over 43k out the door for my fully loaded 2020 OR 4x4.

[Thejoeb]

Thumbs up for your transparency and insights. Good work Chloe, very informative hearing your story and situation.

[cawtaba]

Love your videos! I’m a Toyota nut Myself. In the last few years I’ve taken advantage of the market and traded up from a RAV4 to a Tacoma to a 4Runner and now the new Land Cruiser. I rented the new Tacoma from my local dealer and loved the new power train. Can’t wait to start mods on this LC and I’m excited to see what you do with the new Tacoma!!

[Mdan]

For giggles, I built a Trailhunter, on Toyota Canada website. OTR price is $97, 000+. Before extended warranty or any extras. For a Tacoma... Pretty sure I won't see many of those on the road soon.

[harlanfinch]

Chloe, I could be wrong but I thought it would be much more beneficial to you, if you had your car financed through the dealership, they would have saved you more money out the door then the $1, 000 discount you did get. Make sure there is not an early pay off penalty. Contact the financial department of the company holding your loan to make sure the exact amount to pay off the loan. Once you get your first payment in the mail, write out a check for the full amount.

[dee]

Never buy the first year of a new vehicle, to many bugs & problems 😑

[Shogunslossy]

14:55 that’s funny because I have had an absolutely horrible experience at the dealership I bought my 3rd gen from. Every service I have been stuck with them for as well has been horrible and they have left my truck in worse off condition then I left it which is impressive

[e-diddy]

I paid 42k out the door for a TRD Sport. I got 4k off MSRP and all the dealer add ons removed from the price but got to keep them.
But I love it and its been my favorite model so far. Ive owned a 04, 07, 18 and now 24.

[georgetorres]

I knew the price going in when I ordered my 2024 Tacoma Limited. What someone is willing to pay is a personal decision and you should not seek out others thoughts on what you paid. Be happy with your purchase and keep trucking!