• |
  • |
  • Toyota Leaves Pickup War To Big Three; Diesel Tundra Talk Shelved

Toyota Leaves Pickup War To Big Three; Diesel Tundra Talk Shelved

October 9, 2008

Benson Kong
Oct 9, 2008
Photographers: The Manufacturer
Jim Lentz, president of Toyota Motor Sales U.S.A., recently announced that he will not lead Toyota into a full-fledged sales war in the full-size pickup segment, despite its recent 0% financing offers. Detroit's Big Three are all looking to make pushes with their full-size pickups soon, and Lentz does not want Toyota to fight with a disadvantage: "I don't want to get stuck in the middle of Ford and Chevy battling for the No. 1 truck this year, and Dodge launching the Ram."
Ford and Dodge are launching redesigned models of their flagship pickup trucks for the 2009 model year. Despite the stale auto sales environment, Chevy managed to sell 50,428 Silverados last month, off a slight 3.9 percent compared with sales in 2007 for the month. On the other hand, Toyota saw Tundra sales fall 60.7 percent, while the Ford F-150 dropped 41.6 percent and the Dodge Ram dropped 30.9 percent. Toyota had hopes to achieve a monthly sales figure of 20,000 Tundras for 2008, but managed to move just 7696 trucks in September.
Photo 2/2   |   2009 Toyota Tundra crewmax Passenger Side View
Segment forecasts were as low as 1.5 million units for the year, leading to speculation that the pickup fight could get desperate. Lentz has also acknowledged that many past Tundra buyers, who bought one for image or as commuters rather than for work, are walking away from the segment, and that "there are a lot of substitutions." Tundra production at Toyota's Texas and Indiana truck plants has already been slowed.
With concern over the shrinking pickup truck segment, Lentz also confirmed that development of a diesel engine for the Tundra has been shelved for the time-being. Toyota is currently determining whether it is worth it to enter the diesel truck segment.
Source: Automotive News (subscription required)

2015 Toyota Tundra Specifications

VIEW ALL
Fair Market Price $26,767
MSRP $28,510
Editors' Overall Rating
Mileage 15 City / 19 Highway
Engine 4.6L V8
Horse Power 310 hp @ 5,600 rpm
Torque 327 ft lb of torque @ 3,400 rpm
See all Specifications
- OF

MOST POPULAR

Truck Trend Network

TRUCK RESEARCH SNAPSHOT

Toyota Tundra

Fair Market Price
$26,767
Editors' Overall Rating
Basic Specifications
MSRP: $28,510
Mileage: 15 / 19
Engine: 4.6L V8
get a free quote

Subscribe Today and Save up to 83%!

Subscribe Truck Trend Magazine

Subscribe to:

Truck Trend
Magazine

PRINT DIGITAL
Subscribe Diesel Power Magazine

Subscribe to:

Diesel Power
Magazine

PRINT DIGITAL
Subscribe Truckin Magazine

Subscribe to:

Truckin
Magazine

PRINT DIGITAL
SUBSCRIBE TO A MAGAZINE
TO TOP