Morse Code Messages In The 2024 Toyota Tacoma Invite You To Build And Play
In early April, I had a chance to test a handful of Toyota’s latest vehicle updates. The first machine I got to drive was the 2024 Toyota Tacoma, and as I hopped out of the front seat, I noticed something: On the side panel of the truck’s dashboard, there’s a circular pocket. On that pocket’s removable cover is a little Morse code message. Immediately, I had to know more.
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I got back in the Tacoma and headed directly back to Toyota’s base camp, where I pulled aside Warren Chou, executive program manager for the Tacoma project, and asked him, “I found some Morse code inside the Taco. What does it mean? Why is it there?”
Chou smiled and asked, “Where did you find it?”
I was instantly hooked.
Photo: Jalopnik / Elizabeth Blackstock
After I specified the Morse code discovery that I was talking about, Chou gave me the low-down. Translated, the message means, “accessory ready,” and on production models there will be a QR code stashed inside the removable cover. Scan that, and you’ll be directed to a site where Toyota can offer you a slew of fun accessories and where other Taco enthusiasts can share ideas and blueprints for the 3D-printed accessories they’ve made themselves.
“We’ll make a few accessories for it,” Chou said of the pocket. “Stuff like a little toolkit or a lamp that will pop in and pop right back out. The idea is that people can also 3D print stuff for people to customize their truck how they want.”
Chou pointed out that just about every vehicle on the market has dead space — certain areas where there are no features, where you don’t expect to find features. The side panel of a dashboard is one of those places, and it’s also pretty easy to convert part of it into usable space. Why not design a fun feature to hide there?
“People come up with cool stuff, and nowadays, 3D printers aren’t crazy expensive,” Chou said. “It’s just encouraging people to play a little bit.”
My next question to Chou was about how important customization is to Toyota, but as the words left my mouth, I could see his hesitation. Representatives of automotive companies refrain from encouraging folks to engage in behavior that would be dangerous or destructive, and they’re really careful about the kind of information they share so that they aren’t liable for anyone who may engage in that behavior. (Earlier that day, as a different engineer gave us a walkaround of the Tacoma Trailhunter. One journalist asked about the trim’s capabilities when it came to fording water, and the engineer shut the question down immediately, saying, “We don’t publish or talk about water fording numbers because we don’t encourage anyone to try it.”)
As a result, my question came out more as a statement: “It seems like you’re inviting people to play… within some boundaries.”
“Boundaries is a good word,” Chou said, laughing. “The culture around the Tacoma is that it’s this fun, agile truck, and people really love their Tacomas. Their truck, and the things they do with their truck, is a point of pride for them. We know the aftermarket is really strong. We want them to have the ability to customize it and make it your own — but within certain boundaries. We want people to be responsible, but we do want to be able to give a little creativity back to the people that want to play with their vehicles.”
That was an answer I could be satisfied with, but I was still thinking about the fact that Chou asked me to specific which Morse code I was talking about. When I asked if he could guide me in the right direction to finding the rest, he waved me over to one of the trucks in order to show me. Sure enough, there on the very bottom of the windshield is the phrase “TOYOTA TRUCKS” followed by more Morse code.
“That’s a little Easter egg,” Chou said. “It says ‘badass trucks.’”
Photo: Jalopnik / Elizabeth Blackstock
That specific Morse code message is also found on the Tundra, Toyota’s larger truck, because both trucks are indeed certifiably badass. I’m all about automakers popping little Easter eggs into their vehicles and letting us car enthusiasts gush about them later — but I’m also curious about what the visionary minds of future Tacoma buyers will dream up and put in that side panel. I would, without question, install a tiny fabric mouse inside his tiny home.
