It's lights, camera and action time in America's suddenly competitive small pickup segment.
Toyota Motor Corp. had the market virtually to itself this time last year, with its Tacoma commanding more than 60 percent of sales within the segment.
Then General Motors Co. made waves with the return of its Chevrolet and GMC models.
To defend its share, Toyota will borrow some cool factor from action-camera maker GoPro Inc. for the truck's first redesign in a decade.
The 2016 Tacoma will be the auto industry's first sold with a GoPro camera mount as a standard feature.
For Toyota, the partnership is a low-cost way to appeal to buyers who drive through muddy Texas trails or Utah desert canyons. It's also a notable win for GoPro as Japanese camera makers such as Sony Corp. try to crack the $2 billion action-camera market.
"These true off-roaders are out there, and they all have GoPros on their trucks," said Michael Sweers, Tacoma's chief engineer and a GoPro camera owner. "Whether they're fishing, off-roading, camping and so on, they're all recording their adventures."
The U.S. market for small pickups was whittled down to just Toyota and Nissan Motor Co. last year.
The Dodge Dakota and Ford Ranger went out of production in 2011, followed by GM's Chevrolet Colorado and GMC Canyon the following year and the Honda Ridgeline in 2014.
Small pickups are regaining popularity thanks to GM's Colorado and Canyon, which won rave reviews after their return late last year.
Motor Trend magazine awarded the Colorado its truck of the year award, and GM has sold a combined 56,592 units this year through June.