The 2024 color is called Terra.
The arrival of the all-new Tacoma has gifted Toyota the perfect opportunity to explain how its Calty Design Research team selects each year's TRD Pro signature color. The TRD Pro color for 2024 can be found slapped on the exterior of the off-road-ready Taco, and it's called Terra.
“When we decide on a color, there is a whole team involved. We work with the planning group, marketing, engineers, manufacturing…it really takes a whole team,” said Sellene Lee, CMF senior lead designer at Calty's Newport Beach location. “It's a fun challenge to find that sweet spot where everyone's vision lines up.”
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The process starts with the Calty team recognizing that whatever color they choose needs to look good on all models within the TRD Pro series. There are currently four models, including the Tundra, Sequoia, 4Runner, and Tacoma. Three out of the four are new and use Toyota's new design language. The 4Runner is the odd one out, but a new model will debut shortly.
According to Calty, the process is a “complex blend of analyzing market trends, understanding consumer insights, and, most importantly, letting creative juices flow.” These people want to create colors that embody the spirit of TRD Pro drivers, who are adventurous and love the outdoors.
Past colors include 2016’s Quicksand, 2019’s Voodoo Blue, and 2022’s Lime Rush. Once the team selects the color, the hard work arguably starts.
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“Paint formulas are individual to the color and the plant,” said Benjamin Jimenez, general manager of Calty in Ann Arbor. “Factors like temperature, humidity, and equipment can affect the color outcome.
“It's our job to make sure that the color outcome matches our initial intention,” said Lee. “Sometimes we have to go back three to four times to fine-tune the color.”
2023's color is called Solar Octane, a bright orange inspired by bright sunlight. Solar Octane includes a dash of pearl to make the color pop in the sunlight. “Anyone who picks this color is not looking to blend in,” said Jimenez.
Solar Octane is a no-cost option on all four models, so we can expect the same to be true when Terra arrives on the scene next year.
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