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Full-Size Tundra to Challenge Detroit Trucks

By Joe Benton
ConsumerAffairs.com

September 20, 2006

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Pickup truck buyers in the U.S. are about to have their traditional "Buy American" loyalties tested as Toyota takes aim at winning over hardcore truck buyers with the new Tundra and Tundra long-bed pickups.

The Japanese automaker faces stiff competition as Ford Motor, General Motors, and Dodge together hold more than 90% of the U.S. full-size truck market. The Ford F-series leads the segment with sales of 546,000 full-size trucks through August.

The new Tundra is scheduled to come to market in February and will be available in both a regular and double cab. The long-bed version features a bed that's 8 feet, 1 inch long and that is 19 inches longer than a standard bed. The Tundra has a tailgate that's lockable, removable and comes with four corner tie-downs.

Toyota will also offer a 5.7-liter V8 that can tow more than 10,000 pounds.

Toyota designed the long-bed version of the Tundra to help land commercial customers, construction companies, ranchers and farmers, who put their trucks through rigorous daily routines.

Toyota describes the new Tundra as "ready for work like no Toyota before it." It's the first true full-size Toyota that will compete with the likes of the Ford F-150, Chevy Silverado and Dodge Ram. The current Tundra is slightly smaller than those trucks.

Counting all versions of the new truck, Toyota is planning to sell 200,000 Tundras next year, which would be a sizable increase from sales of the current Tundra. Through August, Toyota has sold about 79,000 Tundras this year.

Ford, GM and Dodge have broader truck lineups, including larger super-duty and heavy-duty versions and they also have fiercely loyal buyers.

Toyota plans to make a strong run at what they called "true truckers," demanding customers who use the full capabilities of their trucks. The Japanese automaker has set up special offices to handle technical questions, financing and sales for commercial truck customers.

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