Toyota adds GoPro mount to 2016 Tacoma to defend pickup lead
With competition from GM’s revived Colorado and Canyon, Toyota’s 2016 Tacoma will offer a factory GoPro camera mount as standard to target off-road buyers.
Toyota is fitting the 2016 Tacoma with a factory GoPro camera mount as standard equipment, making it the first production vehicle to offer the feature. The move comes as the Japanese manufacturer looks to defend its dominant position in the US small pickup segment, where the Tacoma held a 60 percent share in 2014.
The GoPro mount, positioned on the windscreen, is the result of a partnership between Toyota and GoPro Inc. Toyota’s US engineering chief for the Tacoma, Michael Sweers, said the idea was driven by the habits of off-road enthusiasts, many of whom already use action cameras to record their adventures. By integrating a mount at the factory, Toyota aims to appeal directly to buyers who regularly fish, camp or tackle trails in places like Texas and Utah.
GM’s return changes the market
The US small pickup segment had been reduced to just Toyota and Nissan after Ford, Dodge, GM and Honda withdrew their models between 2011 and 2014. That changed in 2015 when General Motors reintroduced the Chevrolet Colorado and GMC Canyon. The Colorado quickly attracted attention, earning Motor Trend’s Truck of the Year and helping GM sell 56,592 units of the Colorado and Canyon combined in the first half of 2015.
Toyota’s response with the GoPro mount is a low-cost way to reinforce the Tacoma’s off-road credentials without a major redesign. The 2016 Tacoma is the first full update in a decade for the model, and the camera mount is positioned as a feature that directly serves the core customer base. The company is betting that this kind of targeted feature will help it retain buyers as the segment becomes more competitive.
Small pickup competition intensifies
With GM’s Colorado and Canyon now back in US showrooms and attracting positive reviews, Toyota faces a more crowded field. Nissan remains in the segment, but Ford and Dodge have yet to return. The Tacoma’s GoPro mount is unlikely to be the last example of manufacturers adding lifestyle-focused features as they fight for market share among buyers who use their trucks for more than just work.
