Toyota Hatches Plan To Move Aging Tundra Out Of 5th Place In Pickup Race

Toyota saw sales of the Tundra rising 1.6 percent through November, which might sound good until you take a look at the overall pickup sales, which were up 4.1 percent. Now Toyota has a plan to sell more Tundras and improve its position in the full-size truck segment.

The Tundra has been stuck in the segment’s fifth place, trailing offerings from Ford, GM and FCA, but still ahead of the Nissan Titan.

Toyota Motor North America executives believe that the main reason for the Tundra’s slow sales can be found in the success of the smaller Tacoma. Their plan to ramp up Tacoma production in Mexico will also free up capacity for the Tundra in Texas.

MDarringer - 12/31/2018 9:01:41 AM

-4 Boost

The Tundra is a poor seller because it simply isn't as good as the F150/Silverado/Sierra/Ram. It's not a terrible product, but it has nothing to recommend it. Everyone knows it's an ancient truck design with very little updating over the years.

CANADIANCOMMENTS - 12/31/2018 9:03:35 AM

+2 Boost

Dually + 5th wheel? Diesel? Baja Edition TRD Pro? Bueller?

MDarringer - 12/31/2018 9:20:45 AM

-1 Boost

Exactly. Toyota isn't serious.

CANADIANCOMMENTS - 12/31/2018 11:24:03 AM

+3 Boost

@MD We are of the same mind. If you are going after the Full Size pick up truck market, go after it. Regular and HD versions. 2-3 engines. Short and long box, Crew cab, dually for the horsey set and weekend track guys. Baja Monster and a Macho Ranchero Cowboy Cadillac trim level(s) etc. If you stay around the edges or in the shallow end of the pool, you will not rack up big unit sales. Even the 4Runner outsells this model. That's is completely crazy in a truck centric market like North America.

MDarringer - 12/31/2018 11:39:38 AM

0 Boost

It will be interesting to see how the Ranger does against the Tacoma. I predict it will do very well. We're still waiting on Jed's Ranger.

dumpsty - 12/31/2018 3:09:20 PM

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Toyota is only interested in the Tundra as it relates to a sedan or SUV alternative for a premium vehicle. A tall high-riding utility car with a versatile open rear cargo box....add a big nav stereo LCD screens USB ports...and Apple/Google apps. Formula solved.

CANADIANCOMMENTS - 12/31/2018 8:06:37 PM

+2 Boost

@MD This is Toyota we are talking about. I suspect they could have put someone on the Moon if they wanted to. And if they wanted to the current Tundra could have had an HD sister with some of the most popular configurations. It's just steel afer all. This sort of project is nowhere near the complexity of creating a hybrid or a fuel cell car from scratch. But without the desire to try... they are left winding up exactly where they are in 2018.

MDarringer - 12/31/2018 9:28:29 PM

+1 Boost

Which means they they are not serious about the Tundra.

PUGPROUD - 12/31/2018 12:13:38 PM

+1 Boost

Big three have been building full size trucks a long time, know their customers well, have a loyal following, built for market purposes and great aftermarket support. Hard fora Japanese or European manufacturer to get a strong foothold. Reverse is true too with Toyoda Hilux the truck of choice in third world/bad road countries.

MDarringer - 12/31/2018 1:07:33 PM

0 Boost

Toyota has been building a full-sized truck for 25 years. In that time--had they wanted to--they could have endeavored to crack the code. They clearly either do not want to crack the code due to the investment it would take to produce an equal truck or they are the most inept product developers of all time.

And given the GT86 and Supra....

They should call FCA and have FCA reskin the Ram as the next Tundra.

PUGPROUD - 12/31/2018 1:56:25 PM

+1 Boost

" had they wanted" sounds like a weak excuse.

MDarringer - 12/31/2018 2:15:20 PM

-2 Boost

It would be a massive engineering outlay for Toyota.

CANADIANCOMMENTS - 12/31/2018 3:00:15 PM

+2 Boost

When you consider the size of the US full size pickup truck market, the simplicity of the vehicles, the range in options/models/pricing/profits, Toyota has been foolish in not pursuing this market with vigor. No other segment of the US market is as easily entered or as profitable.

PUGPROUD - 12/31/2018 4:05:49 PM

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"as easily entered" sounds like a stretch. This could be the most fiercely defended market segment considering what is at stake to Ford, Chevy and Ram.

MDarringer - 12/31/2018 4:17:01 PM

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The vehicles are more technological than you might assume. The vehicles are NOT simple to produce. To have as many configurations as the F150 et. al. have, you have to ENGINEER those configurations.

For tax purposes I recently acquired 2 Ford F550s two replace our two oldest Rams and the number of configurations is mind-blowing. My pie-in-the-sky wish was 90K which was $20K over budget.

skytop - 12/31/2018 7:05:04 PM

+2 Boost

Toyota and Nissan have dropped the ball on truck design/engineering. American ingenuity, engineering and designing have been stunning in the field of trucks.

MDarringer - 12/31/2018 7:30:09 PM

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well Renault raped Nissan so at least they have an excuse.

ricks0me - 12/31/2018 7:44:06 PM

+3 Boost

MD said >>> well Renault raped Nissan so at least they have an excuse.

Rick said >>> You didn't finish your sentence

well Renault raped Nissan so at least they have an excuse... and the head guy is in jail for financial funny business

wilfred - 12/31/2018 11:09:49 PM

+2 Boost

Tundra target was never the hardcore pickup market. Toyota knows it’s place.

The CrewMax target audience has always been families with very light use of the cargo or occasional towing duties. Just look at the fact the only bed offered for the crewmax is 5.5 ft and trailer brake controls wasn’t offered until 2016 or 2017....

MrEE - 1/2/2019 8:38:12 PM

+1 Boost

The full size pickup is a US only product and Toyota engineering investment to match wide product lineup does not make a lot of sense. That said the reliability of the Tundra would sell me, if I wanted a full size pickup.