What happens when you combine a Toyota pickup with four XBOX systems, a Warthog from Halo and a Monster energy drink dispenser? You get Toyota's Tacoma All-Terrain Gamer (ATG) concept, the SEMA award-winner for greatest number of marketing gimmicks.
The concept's a joint venture between Toyota and Microsoft Xbox. "We've taken the idea of what would it be like to take an off-road vehicle and still be able to play your favorite video games in remote locations," said David Williams, a Toyota marketing planner.
The Tacoma ATG (TACO ATG for short — and on the license plate) starts with a stock double cab pickup with a 6-foot bed, removes the B-pillars and welds the front and rear doors together to create giant gull-wing doors on both sides of the pickup, creating a "patio-like" shelter for gamers.
Mike Levine from PickupTrucks.com has more to say:
"The driver and front passenger seats fold out and back, lining up next to the rear seats, so that four players can compete head-to-head in Microsoft's new Halo ODST multiplayer videogame for the Xbox. Four Samsung 24-inch LCD displays are stowed in the center of the cabin and swing out to give each player their own view of the gaming action.
Spectators can watch the action via a 60-inch Sharp LCD television mounted in the Tacoma's trailer receiver hitch."
But in our minds the best part is the license plate holder. It says "My other car is a Warthog." It's a nice touch...for a completely silly concept truck.