Trucks Toyota’s Rugged Trailhunter Will Have a Big Impact on the Overlander MarketOffering aftermarket accessories directly from the factory could be a game-changer.

Words Jeff Tomko
Images Toyota

Toyota is set to throw the off-roader market for a loop by keeping all production in-house. At the recent 2022 SEMA show in Las Vegas, Toyota unveiled its Trailhunter Concept version of its hugely popular Tundra full-size vehicle.

Besides showing off its impressively intimidating exterior — which features everything from an elevated lift kit to a refrigerator — the company announced that all of these once-aftermarket accessories will be produced straight from Toyota’s factory production line, which may cause a ripple effect in the off-road / overlanding market and send execs at Ford, Chevy, and Jeep into a few emergency meetings.

By doing all of this in-house, Toyota allows buyers the luxury of eliminating the hassle of dealing with pesky third-party retailers — and possibly placing their factory warranty at risk. Another plus: Buyers will be able to drive off and tackle the toughest terrain the moment they’re handed keys.

What attendees viewed at last week’s automotive aftermarket product event, was the company’s concept model—you’ll have to wait for the Trailhunter Tundra as a production date remains TBD. However, by all indications at SEMA, Toyota has plans to start mass production — perhaps in 2023. (Toyota also mentioned that the Trailhunter trim may be available on other Toyota models, possibly its Tacoma midsize among them.)

While many details weren’t disclosed, early specs feature the Trailhunter Tundra using a new 2.6-inch factory lift kit. Also revealed was a new Trailhunter-specific suspension setup, modified bumpers as well as skid plates.

Other cool possibilities Toyota unveiled included a roof rack and additional lighting along with a roof tent and mini refrigerator (though there’s a possibility the latter two may not come standard on all models) and because they’re factory produced, all possible defects would conceivably fall under Toyota’s factory warranty, though that can never be guaranteed.

What remains a secret, however, is the Trailhunter trim’s interior. Upgrades to the console, seating, and steering remain under wraps, as do drivetrain specs and towing capacity. But if these off-road game-changers hit production in 2023 or ’24, Toyota’s latest off-road entry will surely be enticing new buyers to “go places.”