Toyota Trucks Need to Bear Fruit, Fast

Rock Warrior Tundra II

With all the pickup truck smack-talk going on over the television airwaves, you'd think Ford, GM and Ram were the only truck makers in the U.S. Well, we know that's not true.

Just because you don't see a lot of noise and shiny pieces sparkling in the media spotlight, don't be fooled into thinking that Toyota isn't working hard on what to do next with its full-size Tundra and segment-leading Tacoma.

One Toyota source, who declined to be named, said, "We're a different type of company, so our process might not look so obvious like Ford's or Chevys. ... We've got a lot of things we want to do, but our methods always have to be planned and usually rolled out over longer time frames."

We can say that we know of several Toyota round-table sessions where marketing and product planning experts from Toyota Motor Sales USA called in industry experts and picked their brains about current and future truck markets, both full-size and midsize, as well as yet-untapped categories. From what we've heard, many of the questions coming from the Toyota side centered on powertrain options, whether a turbo-diesel could work in a half-ton or whether diesels can only mean a heavy-duty platform.

Right now, the largest amount of energy seems to be centered around the idea of keeping pricing down for both models and not getting caught up in the race for more expensive and premium trim packages. One marketing expert, who also declined to be named, noted, "We know many of our popular Tacomas are more expensive, so we need to be very careful any time we consider the R&D and manufacturing costs for a potential future product."

Baja Action II

Maybe that's why Toyota decided to play it conservatively in regards to pricing its coming Baja T/X Pro 4x4 Package. Our earlier report noted that the target price would be just a little more than the existing full TRD package that tops out around $35,000. Although the Baja will be limited to 750 units this year, we're guessing that 10 times that number will see the value in the bigger and stronger Bilstein shocks, new front springs, the mild lift, bigger and stronger wheels and tires, and heavy-duty rear springs. For those items alone, you could expect to pay as much as $6,000. But Toyota didn't want to go too far with the Baja if it meant too much added cost would have to be passed to the consumer.

"We didn't want to make a Raptor fighter, and we certainly don't want to price it anywhere near what the average transaction prices for new Raptors are going for," said the marketing rep. He went to offer a rather thorough delineation about how most consumers were ordering the Raptor, how much they were spending and how expensive it would be to have to manufacture different body panels for the same vehicle.

Clearly they've spent some time discussing and examining the Raptor quite closely. But to what end? It surprises us that with the volumes and segment domination the Tacoma enjoys now (and likely for several years to come) that this wouldn't be the exact time to do a little playful experiementing.

If Ford has proven anything, it's that there are plenty of different personalities to be squeezed from the same half-ton pickup platform. Why shouldn't Toyota try that same strategy, albiet on a smaller scale (750 units might be a good start), and give us more than an X-Runner, Baja T/X Pro and work truck. Toyota Racing Development did the heavy lifting on the Baja package, so it sure would be nice if somebody there could give them a little more time, money and creative freedom. It doesn't even have to be on a full-size or Tacoma.

To that end, rumors about the A-BAT, Toyota's popular downsized concept teased more than four years ago, may be alive, but from Toyota's point of view, it's dead. However, we have been hearing that Scion may try to do something on a RAV4 (or Highlander) platform that could try to incorporate some of the A-BAT's key design cues. Depending on how clever Scion can be with bed and interior storage as well as pricing, that could be an interesting vehicle for the Scion lineup, and a wonderful way of pouring a little juice into the compact trucklet market.

ABAT 2 II

Of course, there is also the Tundra to consider. Although no one has expressed it directly, we'd guess this big truck and what to do next is what keeps the Toyota leadership awake at night. There is a huge plant in San Antonio that is running nowhere near capacity or even close to its full potential and as the truck-buying public starts to loosen their wallets and purses, there's no question Toyota has to start working on building their full-size marketshare and volumes.  Whether that means a next-gen full-size Tundra more like a bigger Tacoma or if that means a jump into the 3/4-ton turbo-diesel market or they play with more variations and themes like Ram and Ford have done remains to be seen.

All we know is there is a lot of movement going on at Toyota it will need to start bearing fruit pretty quick if they don't want to get lost in all the 2013 and 2014 hoopla coming to the full-size dealer lots.

Comments

I think the Super Duty is the one that needs to bear some fruit........................talk about an ANTIQUE!!!!!!!!!!

@ Jim..
I agree. I remember that scene in Back To The Future, and the first Toyota truck that I got, I felt the same way Marty did when he woke up and found it in the garage.

They supersized it and for the longest time I thought that was the smart move to compete with the Detroit brands but things have changed. Bigger is not always better. And gas prices are killing us. When I bought my last Tundra in 03, gas was $1.55 a gallon and EVERYONE thought it was going to come down and it was just a temporary thing because of the war. Months prior it was around $1.25 a gallon which was a big difference.

That said I do wholeheartedly believe that THE CURRENT TUNDRA IS THE BEST LOOKING TRUCK ON THE ROAD!!! And I can also honestly say that I never did care for the look of the 03 Tundra. I thought the prior model grill was much better looking. It was like they wanted to show more chrome but the way they did it looks kind of sissy. They hit it out of the park on the current design.

If only they'd unsupersize it and make it affordable again and put back the smaller engine and manual gearbox so I can sorta afford to drive it again. I can't afford a $40k pickup nor can I afford to drive it at 13/18 mpg.
I can always tow a trailer behind a honda civic when I need to haul stuff and get 40mpg when I don't.

Doing more with less is the theme of the year.
Hopefully Toyo realizes it's not going to reign supreme in the 3/4 ton market and get back to affordable, sensible trucks that are a great value.

I work @ the toyota plant here in san antonio tx you guys think toyota is not selling more than chevy ford or ram think again we are pushing out 900 trucks in a 24 hour period 5 days a week and they just told us we will also start working some saturdays because demand for tundra's and tacoma's is so high !!!!!

@Oxymoron. I do not live in the US, but I remember the hype regarding the instroduction of the Tundra. It is interesting to compare the LACK of choice regarding engine type , models etc compared to GM, Ford and Chrysler and theconsiderable variety they provide for their Global models.

I have to agree with a large portion of what oximoron had to say. The Tundra has been a sales disaster even though it is a decent truck. Toyota made a huge mistake in its assumptions as to how easy it would be to penetrate the USA/Canada full sized truck market. It may very well have been arrogance on their part. Their cars have done very well and have become top sellers.
Why did they fail in the full sized truck market?
I don't think it is because the Tundra is a bad truck. It is a decent one. The looks are unorthodox (strike 1), it hasn't been around long enough to be the truck your dad drove (strike 2),and the think the thing that probably kills it the most is the badge =TOYOTA (Strike 3).

I find it laughable at best that one would think that a leveling kit, Bilsteins, and a locker could turn a Tundra into a Raptor killer.
Bent frames?
That was thoroughly debated a while back.
If you drive WFO throttle into what amounts to be a 2 foot high curb (berm), something is going to bend or break.

@hemi lol a stock raptor Suber cab has 11.2 in of ground clearance. the lowest point is the rear diff and is in line with the tires so unless there are some deap ruts on the road it will be fine. i wheel my truck regularly and i aknowledge that the toyotas have a better approach and departure angles but i've had one issue with breakover and that set me back $250 for a new transmission cross member and that was because i was not paying attention to a rock that juted out of the hill i was about to go down still have put 5k miles on the truck since then I'm just ocd about that type of thing so i have a part on order. the link above shows a raptor at play, i dont see any tundras doing that. also i have a 5.4l and im looking at a 4.7l tundra not the iforce. the thing about the tundra is the electronics for off road mode and the like are not avalible and my main point was the electronic locker is not in the tundra, how will traction control and the other nannies work on a tundra . the tundra will not be able to have the same stability as the raptor as it is not as wide and it would need large fenders custom fabricated to fit the wheels. i dont think i could get a comperably equiped tundra for the cost of the raptor plus the after market parts.
As for the #$%^ tards who bent their frames they where in modified raptors and I doubt that any other stock vehicle could handel that, i have not heard of other F150s bending frames. If you hit a verticle obsticle at over 80 mph like say a curb your going to suffer frame damage. my parents suburban bent its frame from hitting a parking curb at 30. the susspension is not designed to absorb impacts like that. Additionaly I am looking for a companion to my raptor, not a replacement.

I think toyo could improve sales of both the tacoma and tundra, if they would improve their appearance. Their 95-04 tacoma looked nice, but since then the whole company's design theme has gone to crap. The GM trucks have also fallen down in their looks since 03. To me, the fords have a neutral look that doesn't really offend anyone, and i think that's why they sell so well. And dodge just has that in your face look that only caters to certain demographics... As for reliability, idk, my brother does auto collision repair at a dealership that sells ford, chevy, and toyota and to him the him the best ones to work on are the chevy's. He said the tundra is built the beefiest, but for some reason they don't hold up(he's not sure why). He's not apposed to the fords, but i'd be disowned if i bought a dodge. There's got to be a reason that fire dept's, ambulance services, and other emergence responders only run fords and chevy's(where i live). I've heard rumor that the dodge trucks when tested for fire/ambulance services have quite literally rattled apart on dirt roads(80% of county). Heck my mailman even ditched his dakota for his wife's nissan frontier because the dodge was breaking down so much on the dirt roads.

The 2007+ Tundra is a relaible, solid truck and it does good at reasale.

Having said that, it will never reach the same level of following the Big 3 have. The Big 3 are also making a pretty decent truck right now and even GM's "outdated" platform still sells very well despite all the phony BS GM vs. Chevy doom and gloom posts that happen in various blogs here.

Toyota totally misjudged their impact but they still take a chunk of the market share whether we like it or not.

If this hideous, weird looking, lacking in configuration POS can still hold it's head above water it's not a flop.

If they can go with more traditional styling and more configurations it'll only appeal to more buyers. Even after a few years their unchanged 5.7/6-speed combo is more than competative to the best the other makers have now.

Tundra will never reach sales levels of any of the Big 3 but using that as a bench mark is a ridiculous argument. One make will sell the most and one will sell the least.

Selling the most doesn't make a truck any better than selling the least makes one worse.

Is Toyota stupid for expecting to take over the pickup truck world? Obviously, but their 75-100K unit sales are 75-100K units that the Big 3 aren't getting.

Also, they have no plans to discontinue it so while it may be an overall flop of what their ridiculous forcasts were it can't be losing money for them, either.

I do own a 2010 Tundra but also have GM and Dodge trucks. Even though it's been excellent there's no guarantee I'll buy another Tundra but I'd rather have them in the game than not.

Anybody heard of any ram runners bending
Their frames?

@Scott,

"Hire a real truck guy to work with the engineers."

He is called Ivan "Ironman" Stewart and he has worked with Toyota before and still today...

@tj,

Your a complete MORON!

@Joe,

"So now Toyota has the Baja package that the Chevrolet S-10 had about 25 years ago."

LOL...

That thing was hidious...

My 1986 Toyota 4x4 had more running ground clearance, lower gearing overall a BETTER off-roader than the decaled Baja S-10...

@hemi lol,

Agree with your post!

Despite running ground clearance, approach/depature and breakover angles are vital for off-roading...

Rarely does the Tacoma get credit for having the industry's best angle numbers...

That is why I keep coming back to Toyota. I refuse to spend thousands of $$$ on a domestic pickup just to get STOCK Tacoma approach/departure and breakover angles...

I recall my old 1986 Toyota 4x4. I had a 3-inch bodi-lift and I could run 35" tires with just that bodi-lift...

I recall one of my buddies old S-10's after he installed a 3" bodi-lift and it made it to just a STOCK Toyota pickup in appearnce...

Don't think we will get a diesel-its not a conspiracy,its simple reality.The emission standards are too costly.Apparently the profit is not there-Kevin

Diesel half ton's,
Diesel mid size,
it's Diesels that we want!
But no one will deliver.

We got Diesels are in Jetta's,
Diesels in BMW's & Mercedes,
But what about our half tons?

Even Honda could do it if they wanted.
Certainly be easy for Toyota or even Fiat.

Finally Ford popped a Direct Injection in a F150, but it took them forever, and now they can't seem to get over themselves.

the Tundra did made impact. it made the big three spend more money on full sizers than the smaller trucks. the tundra took out the ranger because ford spend to money f-150 could not spend it to up date ranger for the north American market but selling the ranger where do not sell f-150. Toyoda does need to update the taco. they need make little bit smaller and make get 28 mpg. plus the 2nd gen Chevy Colorado likely going to have some mpg improvements and quality improvements and be cheaper.

@spark300c,

"the 2nd gen Chevy Colorado likely going to have some mpg improvements and quality improvements and be cheaper."

It's still going to be a Chevy...

Made from a bankrupt company that needed a federal government (communist/socialist) bailout to stay afloat...

When I think GM, all that comes to mind is communism, not free enterprise and capatalism...

@LJC You claim that pickuptrucks.com is biased. Then give us an alternative view on how great the Tundra is from none other than TundraHQ? I'm sure they are very unbiased on the subject of the Tundra.

@KMS You pointed out how many people always view Toyota poorly because Toyota is Japanese. That works both ways. Many of the posts on this website from Toyota owners point out the fact that thier Toyota is better than the donestics because the domestics have poor reliabilty. Apperantly American companies can't be trusted to build vehicles. Different reason for disliking a company but it ends up with the same attitude. Read Highdesertcat's post for an example.

Well said, Jordan.

I Drive GM, It fit the bill when I bought it (Ford was too expensive for a 5.4, and we had no Ram Dealer) I checked those trucks out, bought the Chevrolet. I did not consider the Tundra. I am a Union Worker and they closed their only Union plant. My choice don't flame me. But here's the Problem with Toyota. they are now stating they are a "Different kind of company" but in 07 the Tundra was going to Kill the big 3 once and for all. they were going to have a configuration for everyone (33 I believe, correct me if I;m wrong) and they were going to be the biggest and the best. What happened is that truck buyers don't really care if you can turn the knobs with work gloves on, and they might want a nav radio but not leather, no matter what the dealer is "Allocated" Toyota enjoyed years of people taking what they could get but to go to the FS market people want their trucks exactly how they want them. they failed to see that.

@Jordan L - I've seen some biased attitudes form various brands. I think that Tundra sales have dropped for several reasons. The truck is relatively unchanged since it came onto the market, and the "domestics" have closed the reliability gap. I know one guy who has hung onto his Tundra longer than he normally would because he figured that it was a waste of money getting a newer version that wasn't any different than what he had.

"Shiney", really? Hire an editor, or better yet learn to use spell check! You guys are better than that.

As far as the story, sounds like spin to me. A "slow, steady" approach in the North American truck market will get them exactly where they are: Leading a "dead" segment and way behind in the big game. A small diesel in either (or both) truck(s) would be a game-changer, and they would probably poach a lot of sales. If the success of the EcoBoost isn't an industry-wide wake up call that customers are ready for alternate powertrains, then I don't know what is.

Lastly, poking a stick at the Raptor's price point is curious given how Ford dealers can't keep them in stock.

@Hemi lol toyota says a crew max limited is 28 approach and 20 departure. Aftermarket bumpers can increase the raptors angles, additionaly i can change the settings on my fox shocks to level my truck and increase my approach toyota does not list breakover for the tundra. the raptor has a 0.2 degree smaller breakover than the taco, 20.8 vs 21. with nearly 2 inches on the Taco 11.2 ground clearnce on a stock raptor vs 9.6 on a taco . the raptor is a foot wider than a taco, which can be good and bad, good for stability bad for the paint, and passing other vehicles. my supper cab is bigger on the inside in every way than a double cab taco except 0.3 in of front leg room. with an extended cab tundra w/ rock warrior costing 38k msrp and a 6.2 rapter extended cab costing 43.5k msrp. can you get a tundra to beat a raptor for 5k and keep the warenty, I think not. you would have to get new control arms for the front new tires are not cheap looking at 1300 for those where my truck is registered tires cannot protrude past the fenders so id need to get those and i could probably get cheap ones but they would not look that good, then the new shocks , a rear locking diff, and front limited slip rewire in abs and nanny over ride switches. the reason that ford sells more raptors than honda sells ridgelines is because people realize its a good value to have the truck come from the factory the way you want it. The ram runner kits are extremly expensive to add on the cost of a new ram. Why waste time and money building a truck that cost more than and does not have the preformance. oxi how much did your Taco cost? if your smart you can get a raptor for high 30s, low 40s like i did my MSRP 42k with 5.4l lukury pkg moon roof bed liner trailer break contorler for 37.5k when i tried to order a taco double cab trd off road short bed manual the dealer wanted 35k and would not bugdge I got a deal on the raptor yah it cost more but it meets my needs better. Most people do over pay its supply and demand, i got laughed out of several dealerships when i said that id pay invoice they told me that they would not even consider MSRP when i know people who have spent 60-70k on a truck whose msrp tops out at 55k with every option.

There's a lot of room at the bottom of the truck market as pickup trucks continue their continuous march towards becoming even more luxurious and car-like.

Lots of folks loved Toyota trucks due to their sheer simplicity and ruggedness. I think when Toyota entered the full size truck market, they had to go upscale to "fit in" the ever changing "truck" buyer demographic.

Most trucks serve light duty "family truckster" detail and the rest of the numbers like HP, tow ratings are just there to help sell a truck that probably won't even be used to half of its potential.

I know, I know, there are lots of guys around here that use trucks for how they're intended, but that's why you're reading a pickup truck website. Most people just want a truck, not actually need one.

I don't find the looks of the Tundra that bad. The front is better than the rear but it is far from being ugly. I think Lou is right that the Tundra has not been around as long as the American trucks and also you cannot get a deal on a Tundra. As for the frame issue that is not an issue on the newer Tundras. I think Toyota is wise to not expand into the 3/4 and heavy duty market yet. If anything Toyota needs to come up with a third truck on the lines of the compact Toyota trucks of the late 80s and early 90s and not add too much extras but keep the price competitive. They could keep the Taco and the Tundra the same but add a true compact truck to the mix with either a single cab and extended cab and only a 4 cylinder. If Toyota did this they would own the market that Ford gave up when they discontinued the Ranger. If Toyota execs are reading please look at a third option a true compact truck.

yota trucks have the worst frames in the industry, hands down (they are still buying back tacomas with rust & the tundra has 2 C channels spot welded together. they are rotting too!!!). it took Chevy 13 years to beat the Ford Super Duty frame. The F150 still has the best fully boxed frame under a 1/2 ton, period. the tacoma is way overpriced - I bought my F150 4k cheaper, with comparable features & more room. the mpgs may be a bit better on the taco but the 4.6 holds it's own & has plenty of power for me.

I've seen it time & time again - you beat the tar out of a Ford, literally abuse it, & it comes back for more. dodge either rusts or falls apart before your eyes. the gm fanboys, no matter how bad it is, will make a million excuses as to what is wrong & still go back & buy another truck with a bow on the grille. come on, $38k for a truck with a cheap plastic dash & drum brakes??? come on chevy!

@kmac-I thought this was an article about Toyota trucks and not a bashing session for Toyota, RAM, and Chevy. It is great that you like Ford but not everyone appreciates you bashing their trucks. You have nothing constructive to contribute but bashing.

It's a global market folks. There's nothing inherently American about vehicles anymore. It's an outdated notion. An antiquated legacy. Stuff of legend that's been passed down by your overall wearing granddaddies. Ford and GM are no more American in mindset than Hyundai or Kia. America is just another market to your beloved companies, they just have a specific angle they can use here - they raise those big "murican" flags on the commercials during your halftime daze to get you dolts to part with your "murican" dollars. You've been had. Enjoy that knowledge.

Now that im gone deffending my current truck from hemi lol I want to get to what i originaly posted.
I want in addition to my Raptor love it and will never sell it a truck that has the following features.
Crew Cab
6-speed or higher transmission,with manual shift mode (prefer manual trans)
above average ground cleance
cloth seating with console
4x4 with shift on the fly 4hi 4 low and 2 hi could care less if it has Auto 4 or not
skid plates
integrated bluetooth and usb aux ports
engine block heater,
A/Ts from the factory
Electronic Rear Locker
front recovery hooks rear is a bonus
can tow 9000 occasionaly and still be a good daily driver
Must be fun to drive
the Trucks that im looking at
f-150 fx4 crew 5.5ft bed 5.0l or eco boost
Tundra crew max rock warrior (needs Elocker)
Chevy 5.3 Lt z71
Ram does not have the payload or towing that I am looking for

I really don't understand why the A-BAT isn't becoming a reality ....Americans love their big trucks...but when gas prices start to creep up their numbers fall. I frankly need a compact pickup with a bed...and I think their is a niche their if it can get good enough mileage. I have no boat and dont hunt..but often need a truck bed...why in the world is this segment being ignored....its seems like if anyone would own it ...it would be toyota

@Carilloskis-The Turdra's gas mileage sucks and it gets worst when its pulling 9000#s and unstable (been there, done that and it will not happen again). Loaded or unloaded the turdra has the worst mpg of all half ton trucks and when something breaks its the most expensive to fix.

Don't waste anymore time on hemi lol, he is a toyota salesman at a ohio dealership

Your better off with the Ford!!!

If you can, take your 9000# load and test drive the trucks your looking at and drive loaded for a day two and you will know what you like the best.

My bet is you will go with the F150, I did!!!!!!!

Actually, in nearly EVERY comparison test (except PUTC, hmmm...) the Tundra has the BEST real world mileage--phony EPA stickers, be damned... .

@Dav - can the NHTSA recall the EPA for those faulty stickers? ;)

Toyota is the best. And technically they are a DOMESTIC brand to. We're a different type of company, so our process might not look so obvious like Ford's or Chevys. ... We've got a lot of things we want to do, but our methods always have to be planned and usually rolled out over longer time frames." All that means is that Toyota is testing their products to make sure they are putting out the best and most reliable vehicle possible. I will never buy any gms, dodges, or fords again as long as Toyota is the most reliable (which will probably be for the rest of my life).

Half ton ram was the top gas guzzler in all categories for no load, hauling, and towing. Tundra posted the best mileage results for hauling and towing, while sierra and ford ecoboost tied for best mileage with no load. The talk about ram is just meat head talk.

tj - "Toyota Tundra is the least dependable truck"

Really? Than why did J.D. give them the award for the most dependable 7 years in a row, with this year scoring a 10/10?

I have seen four turbos replaced in Ford diesels, rear ends replaced in three brand new chevy's (one of them a gmc) and a mass of problems with all our Cummins work trucks. When dodge ram 1500 blew up in the early to mid nineties they put the same tranny in a minivan, and within three months they were blown. Toyota is just entering the full size "work" truck market, and have some improvements to make to their product. But it is better than slapping "HD" on the side of the truck and calling it heavy duty, only to leave you stranded in the mud.

Just gonna post some things that I have experienced and seen on this topic.

To the early post in this section who says Ram will be the #1 selling truck: as it stands Ram sells roughly 1/2 the amount of trucks that Ford and Chevy do so they have a very long way to go there and I live 30 miles form Dave Smith (largest Dodge truck dealer in the US/World) so I was surprised at how few trucks Ram actually sells. Also, almost all publications including the latest Consumer Reports give the Ram a poor reliability rating but high owner satisfaction (that Hemi must produce a very large smile).

My brother has owned 3 GM trucks: 92 GMC compact that had to get a new tranny, '98 Chevy 1/2 ton that had to get a new tranny, and '01 GMC 1/2 ton that had to get a new tranny (all had to get new trannys at roughly 80000 miles so I don't put a lot of faith in GM transmissions. If Chevy put a 6.5' bed on their crew-cabs I would still give them a good look because they get great fuel economy when driven reasonably.

Tundras are actually a pretty solid truck except the tail-gates dog-ear at the upper corners from loading an atv and now Toyota is saying you shouldn't load anything up the tail-gate heavier than 400 lbs. (this alone is the reason I won't buy a Tundra in 2013 unless they make some changes). I have 4 buddies with Tundras and all four have dog-eared tailgates and Toyota won't warranty this. Also, I read in their own brochure that their Limited-slip is "simulated" by breaking the tire that is spinning hopefully sending power to the tire no spinning (maybe this is how most are done now but that seems like a half-ass setup to me).

Ford is getting too damn expensive. A Crew-cab 3.5L Ecoboost with 6.5' bed in Lariat or XLT trim is what I'm looking at getting and it appears that I won't get off the dealership for less than $44000-$46000. Maybe it's just me but that seems like a lot of money for a truck. I'm counting on that Eco-Boost to get 20+mpg on the interstate.

Obama should remove the ban on small trucks imports. 49 years is a long time to have to put up with this nonsense!

http://en.wikipedia.org/wiki/Chicken_tax

Just remember, in the 50's they were selling Toyota Franchises for $500 each, and everyone thought it was overpriced. Toyota has done this once before.... upset the dominant domestic makers.

if Toyota brings the D4D 4.5l V8 TD that they run in the international Land Crusiers to the US, its game over Ford/GM/Dodge in the half ton market. Or like someone said earlier if they bring either the D4D 2.5l and 3.0l i4's to the small/midsize market, prognosis is grim for the big 3.

The problem with trying to compete with the Big 3 Full size trucks is that they have been doing large trucks well for many years. By that, the Big 3 generally know what their market is and what variations are needed to satisfy consumers.

Nissan's Titan is a decent full size truck but it is hampered by 1 engine/tranny choice and 2 body styles. So the truck is relegated to mostly non commercial customers.

The Tundra is also very nice with a strong engine/tranny but again limited by one real frame. It also got off to a rocky start with early model problems at launch. Toyota has responded by offering a work model and a smaller engine/decontented interior for work duties. However, there is no traditional step up model for heavier duty jobs (i.e F250). So the market penetration is limited.

Bear fruit? I hope you intentionally used the incorrect "Bear". If not, your website needs a new editor. When did professional journalism go out the window?

Bring the HiLux over from Australia to have a more compact truck and throw a good diesel in the Tacoma. Duh.

well I drive the toyota pickup her in the sand box and the ford to I would like to pay one but win is toyota going to get the pickup in the USA THANK YOU FOR YOUR TIME



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