Toyota Tundra Sales Set for Photo Finish


When Toyota unveiled their all-new, supersized Tundra pickup, they confidently predicted/promised that the model would hit 200k sales in its first years. Despite some early teething troubles (e.g. underestimating demand for the iForce 5.7-liter V8 engine), strong competition (e.g. GM's determination to discount its Silverado and Sierra to thwart the competition) and economic headwinds (i.e. a contracting housing market and rising gas prics), Toyota execs reckon they just might meet the target. Admitting that "It's going to be close," ToMoCo's U.S. group vice president and general manager laid out the results of regional battles “We’re seeing record market share on the West Coast and good growth elsewhere, particularly in the Midwest,” Bob Carter told WardsAuto. “Tundra has maintained leadership in California and has gained leadership in the Pacific Northwest.” Sales of the Texas-made Toyota climbed by 43.2 percent in November (compared to sales of last year's outgoing model). Although Ward's forgets to mention it (doh!), Toyota sold 177,336 Tundras YTD. That leaves them with 22,664 Tundras to go.
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Here in rural NE, several of my friends that bought domestic trucks have been very unhappy with their purchases. The mechanical problems were annoying, but the dealers are what really got them pissed off. Two of them "broke down" and bought a Tundra and have been very happy with the decision and went as far as saying that it's what they should've done 10 years ago.
But it's not just the launch problems. It's that the Tundra has been recalled a worrying number of times. The engine tries to eat itself. The bed shimmies. The tailgate's useless. This isn't what Toyotas are famous for.
I think its the other way around, Toyota is discounting the heck out of the Tundra to thwart Detroit. Its not quite predatory pricing tactics, but it takes food (profit margins) out of Detroit's hungry hands.