2004 Toyota 4runner Limited Sport Utility 4-door 4.7l on 2040-cars

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Toyota Tacoma helps stand up to your girlfriend, mimes, magicians and the Grim Reaper

It takes a lot to get a product noticed in today's fast-paced world, but one avenue that's always seemed to grab the eyeballs of consumers has been humor. Toyota knows this rule well, and has put together a quartet of spots called "Tacoma Wins," in which the midsize pickup's features and specifications best a number of seemingly worthy competitors.
Whether it be sobbing girlfriends, a circus magician, a grim reaper or the scariest thing of all, a mime, the Tacoma looks well equipped to deal with it. Take a look below for all four of Toyota's newest spots.

Toyota NA CEO says his excitement for hydrogen sedan is rising

Toyota has an undeniable vested interest in seeing its hydrogen sedan succeed when it goes on sale in the US next year, so it's no surprise that the company's North American CEO, Jim Lentz, says that he's got more hope for the car now than ever before. And if we remember ways that others in the company, like Bob Carter, have loudly sung hydrogen's praises, we have to assume that positivity is running awful high in Torrance. In fact, Lentz said that the US side of the company is far more excited by the H2 car than colleagues in Japan. Speaking at The Wall Street Journal's ECO:nomics conference in Santa Barbara, CA this week, Lentz said: After we've seen the product, understand its range, its driving dynamics, its refueling, we're a lot more bullish than Japan - probably about fivefold more bullish. It's just a question of how many can be produced now. Well, we've driven this car, and we still feel that Toyota is placing a big bet on the technology. One important issue is cost, but Lentz would not say exactly how much the car costs to make or what it will be priced at. He did say, though, that the production cost has dropped by 95 percent from the $1 million price tag the car wore ten years ago. That hints at a production cost of around $50,000. Lentz also said he thinks it will take at least a decade for hydrogen vehicles to hit sales of 500,000 per year in the US. Speaking to Bloomberg, he said: Their acceptance could get off to a quicker start than the hybrids did. I think you're going to see a lot more marketing of the concept of fuel cell much sooner than you did for hybrids, because basically the whole industry is behind it.

This first-gen Toyota Celica is one mean mother

Brian Karasawa's gen-one Toyota Celica is, in a word, badass. As a long-standing fan of the marque, the doting owner has tried to both restore and improve his Celica keeping period-correct modifications in mind. The 20R/22R mashup engine is outputting roughly 185 horsepower and graced with a lot of JDM-specific parts and modifications. Clearly, the exhaust has been upgraded from stock, as clips of the orange Toyota in motion are accompanied by one hell of a nice sound.
Tastes clearly vary, and there's not as much love for the first-wave of Japanese metal as there is for similar era American-iron, but we're pleased to see these cars finally getting more time in the spotlight. Scroll down below to see why we're stoked, and consider cruising your local Craigslist for late 1970s and early 1980s Japanese coolness (before we get there first).