Toyota Tundra. Fair Enough?

Robert Farago
by Robert Farago

Earlier this year, GM admitted it was getting creamed on the coasts; the General promised to launch major marketing efforts to reclaim major metropolitan areas. Other than Chevy's recent tie-in with Rolling Stone magazine, we've seen little of what could be called bi-coastalistic marketing. Meanwhile, Toyota continues to target their new full-size Tundra pickup at the American heartland. Tomorrow, visitors to Minot's North Dakota State Fairgrounds will get a chance to put the Texas-built pickup through its paces as part of Toyoya's "Tundra, Prove it!" campaign. The high touch experience includes a limited slip diff demo, an "acceleration run" and a "braking zone" test with and without load. GM would be well-advised to watch its back.

Robert Farago
Robert Farago

More by Robert Farago

Join the conversation
4 of 15 comments
  • Jp3209 Jp3209 on Jul 20, 2007

    This is news? Toyota is advertising the Tundra. A more interesting article would have a compare and contrast with the Ford v. Honda/ToMoCo and Saturn v. Honda/ToMoCo head to heads with the Toyota v. Ford/Chevy head to head. Along with some sort of polling to suggest how many people have actually been swayed by the different ad campaigns. What makes me laugh the most is the tone of so many comments on this - they act as though the Big 3 have let their trucks go to crap, as they did their cars. Is the Tundra REALLY head and shoulders above Ford or Chevy across the board? No. Being a Chevy guy, it pains me to say this, but the new Tundra is a totally competitive full size pickup truck. I personally don't like the looks or the design of the interior, or the size for that matter (I recently downsized from a Silvy to a Colorado, and have yet to miss the larger payload cap, towing, or worse fuel economy)... but the Tundra is a solid full size entry. Is there anyone here, that honestly, in a side by side test, says that the Tundra "creams" the Silverado or F150? Has Megan Benoit done a review of the Tundra yet? She has by far the most scathing critiques I've ever read (if you can find some which give less slack, please let me know) and I'd like to hear what she has to say about the new Tundra. And as far as ToMoCo having the R&D to make the next Tundra better, yes, they do. But how much are they willing to invest in what everyone is sure is a dying market segment? With fuel prices at $3/gal and looking to hang out there for a while, is that really where the best investment in future product development lies? I'm relatively sure that if GM came out today and said "We're going to drop $5 billion into the next truck platform," it would be the next session of GM Deathwatch.

  • Steve_K Steve_K on Jul 20, 2007

    I find it endlessly hilarious that Toyota picked the exact displacement of 5.7L for their engine. Let's see, does anyone else make a 5.7...oh yes Chevy has for about the last 50 years, and it's the most versatile, and reliable small block V8 in the world. I guess imitation is flattery.

  • Pch101 Pch101 on Jul 20, 2007
    A more interesting article would have a compare and contrast with the Ford v. Honda/ToMoCo and Saturn v. Honda/ToMoCo head to heads with the Toyota v. Ford/Chevy head to head. This isn't a vehicle review, it's a news blog item about TMC's marketing campaign. The subtext of the story here is that Toyota is on its path to take down the Big 2.8's last remaining segment. It's just a more aggressive version of the same strategy that Toyota used in its conquest of the mainstream car segments. Being how badly GM, Ford and Chrysler have done in competing with them in the other segments, the question is: Why would this one be any different? The Tundra has had a tough go at it so far, but I believe that in time, it will help to put the nail in GM's coffin. Toyota may do to GM what Reagan did to the Soviet Union with the arms race -- force GM to spend so much money trying to compete that they ultimately bury themselves. I wouldn't be surprised if Toyota owns a large piece of the US truck in ten years' time.
  • Johnson Johnson on Jul 20, 2007

    jp3209, dying segment or not, it will eventually level off because there will ALWAYS be people who need trucks for work and to make a living. The segment will also remain quite profitable. I look forward to GM making a statement that they will commit billions to their next-gen trucks. Considering they don't have the cash to do it, and considering Toyota will likely outmuscle them in terms of R & D for the next-gen Tundra, it will be a bit silly really. Steve_K, that's a ridiculous notion. Did you ever think that perhaps there is a *good* engineering reason for choosing a displacement of 5.7L? You can't "copy" a displacement. That's like saying Ford "copied" Nissan and Toyota with their 3.5L Duratec. Copying or imitating a displacement is like saying you're imitating the number 6.