LAS VEGAS (Oct. 31, 2023) – Toyota is making its return to the Specialty Equipment Market Association (SEMA) Show this fall with a new, multi-brand environment based on the theme of “Track or Trail, Your Thrill Awaits”.

Toyota’s display at the Las Vegas Convention Center (Central Hall, Booth No. 22200) will feature its largest commitment to SEMA yet, with a showcase of 19 vehicles. The display will include one-of-a-kind specialty builds, vehicles from the Associated Accessories Program (AAP), the all-new Land Cruiser, the all-new Tacoma, the new GR Family of Special Edition vehicles, and various other production cars. Fans of GR, TRD Pro, and Trailhunter will be thrilled with the offerings.

According to Mike Tripp, group vice president of Toyota Marketing, the “Track or Trail, Your Thrill Awaits” theme highlights Toyota’s dedication to performance and adventure, whether on pavement or off-road. Tripp added, “Our constant goal is to be the first company customers think about when seeking on-track performance or off-road adventure.”

The impressive display at SEMA this year will feature several large brand interest sections, each capable of being its standalone show. Some highlights include a four-car Toyota Gazoo Racing (GR) display, a TRD exhibit with a full-motion simulator experience, an expansive AAP Meeting Space, and a significant overlanding presence with live demonstrations of Toyota’s Wireless Trailer Camera System. The layout and theme are designed to captivate anyone who enjoys customizing their Toyota vehicles.

In addition to showcasing their vehicles, Toyota will also unveil its TRD Performance Package at SEMA. This package, available in early 2024 to current generation Tundra buyers, allows customers to enhance the power and torque of their trucks without voiding the warranty.

Tripp expressed excitement about the upcoming SEMA show and the opportunity to showcase Toyota’s impressive lineup of vehicles. He said, “This year, we’ll go from track to trail, tapping into the excitement of our GR sports cars, the range of our TRD Pro trucks, and now our new Trailhunter grade and all-new 2024 Tacoma. And let’s not forget the return of the legendary Land Cruiser to the US. It’s going to be a tour-de-force of styling and performance this year, and we can’t wait to show the SEMA crowd what the Toyota team has cooked up!”

Among the special builds that Toyota will be presenting at SEMA are the FJ Bruiser, FJ Retro Cruiser, Tacoma X-Runner Concept, and The Blue Beetle Tacoma. The display will also include various production vehicles and demonstrations, such as the GR 86 Trueno Special Edition, GR Supra 45th Anniversary Edition, GR Corolla Circuit Edition, GR Cup Series GR86, Tundra TRD Performance Package, TRD Pro Time Attack – IsoDynamic Performance Seat Simulator, Wireless Trailer Camera on the 2024 Sequoia Platinum i-FORCE MAX Hybrid, 2024 Toyota Tacoma SR5, Tacoma Trailhunter, Tacoma TRD Pro, Tacoma TRD Off-Road, Land Cruiser 1958, Land Cruiser First Edition, 2024 Toyota Grand Highlander Hybrid MAX Platinum, and 2023 Toyota 4Runner 4×4 TRD Off-Road Premium.

The SEMA show will be held at the Las Vegas Convention Center from October 31 to November 3, 2023.

Please note that the vehicles shown at the event are special project prototype vehicles and may not be street legal. These vehicles are modified with parts and accessories not available from Toyota, which may void the vehicle’s warranty and impact performance and safety.