Toyota Adjusts As Tundra Buyers Demand Larger Selection

Buyers of Toyota's redesigned full-sized pickup are acting like buyers of domestic trucks. They demand specific features, colors and trim levels, says Jim Farley, Toyota Division's former group vice president of marketing. Late last week, Farley became general manager of Lexus Division.

It's a switch for a company whose customers typically accept whatever is available from lean inventories of the Camry and other popular models, Farley concedes.

Tundra customers "say, 'I want the off-road package with the black leather interior,' " Farley told Automotive News. "They have a build-to-order mentality that we are not used to at Toyota."

Toyota is swapping Tundras among sales regions and allowing dealers to change build orders to meet customer demands, Farley says.


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Agent009 - 4/25/2007 9:08:59 AM

0 Boost

I guess Toyota has discovered that real truck buyers are non-conformists. Hmmm maybe all of that truck inventory on the lots is for a reason.

kpaxx - 4/25/2007 9:27:54 AM

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Toyota will have problems competing in the fickle truck segment of the market. Toyota's production systems are not built around a constantly changing package setup for each truck.

Agent009 - 4/25/2007 11:21:28 AM

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Guess it proves that you need to know your prey before to enter the hunt.

As sharp as Toyota is, it seems they assumed that there would be a Lemmings approach to the Tundra.

Rupert - 4/25/2007 2:17:11 PM

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Interesting that this is the exception in the US. I'm pretty sure in Europe it is the norm, you ask for your car exactly how you want it.

no1listensanyway - 4/25/2007 3:02:50 PM

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Yeah in the US we have instant gratification. You can choose a car and have it within the same day. If you want a specific color/trim they can import it from another local dealer. In europe you have to order it and wait. Just a different way of doing things.

Rupert - 4/25/2007 6:05:25 PM

+1 Boost

I must admit I like the idea of instant cars...

GX470guy - 4/25/2007 10:44:46 PM

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"Late last week, Farley became general manager of Lexus Division."

YESSS!!!!!!! LEXUS is acquiring the HIGH-QUALITY, RELIABLE toyota division cheifes!!!!!!!!!! this is a time for rejoyce!!!!!!!!!!!!!!!!

Mmm... Lexus...

XYZZ - 4/26/2007 6:41:00 AM

+1 Boost

not sure if this still holds true, but in japan, used to be the buyer could spec out a car, the order goes to the factory, it's built, and delivered in less than 2 weeks!

it's also PERSONALLY DELIVERED by the salesman. who would even go to the buyer's home or place of business to take the order initially.