Moving in for the Kill: Toyota Set to Pilfer Pickup Profits

Timing is. Everything. Case in point: Toyota is about roll out its re-designed Tundra. The full-size pickup represents a huge investment for the automaker, including a brand new factory deep in the heart of Texas. By all accounts, the new Tundra will hit the market just as “lifestyle” load luggers have left the building, abandoning the genre for smaller, more fuel efficient machines. But as bad as Toyota’s timing may be for their corporate aspirations, it's worse for the so-called domestics.

It’s no secret that the majority of The Big Two Point Five’s profits (such as they are) come from SUV’s and pickup trucks. Nor is it a revelation that the enormous profits generated by the genre during the last two decades enabled their short-sighted product lethargy. Now that America’s truck optional buyers are leaving their gas-guzzling leviathans in droves, the Big Two Point Five are feeling the pain of putting all their eggs in a truck-shaped basket.

The Mustang is the only main-line car generating significant profit for Ford, and both GM and Chrysler are building direct competitors. DCX has the 300 and the Caliber, but their product mix is still heavily skewed towards SUV’s and pickups. GM is thoroughly truck-dependent. All three companies are busy retrenching, slicing production to match the new marketplace realities. All are incurring huge costs. When it comes to their line of profitable pickups, none are looking for a fight. But a fight is what they’re gonna get.

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mstangpny07 - 8/25/2006 10:15:21 AM

+1 Boost

I still think that F-150/ Silverado/Ram will still stay at the top.

jeffy210 - 8/25/2006 10:54:18 AM

+1 Boost

It's amazing all the research they did on this new Tundra. Because of import restrictions on 3/4 tons and above, Toyota is marketing this as a 1/2 ton, but the specs on it are basically that of a 3/4 ton, including a 9500-lb towing capacity for starters.

Additionally they spent quite a few months out in the field, going to ranches, construction sites, etc. to see what people who buy trucks want. Two of the things that stick out in my head are the fact that the center console can store hanging files (good for the contractor on the go) or a laptop, and the buttons on the console are easy enough to work with with gloves on.

Maybe I'm a bit biased (they're building the Tundra right here in my home town). But from the pictures i've seen and what I've heard, it really looks like Toyota did their research in an attempt to try to take on the other truck makers.

dualexhaust - 8/25/2006 2:12:03 PM

+1 Boost

If this is the Tundra i really wanna see the revamped titan.