Tundra Faces One Great Uphill War

By: Shane Morgay

No doubt, Toyota Motor Corp. is currently etching significant milestones in the auto industry's history. Its cars are doing well in the market and the sales figures continue to soar. Nonetheless, to complete the puzzle, the automaker needs to boost its performance in the pickup truck segment. To fill in the missing piece in the puzzle, the automaker released Tundra. Recently, it has started the production of bigger and more powerful Tundra at the automakers plant in San Antonio. The new Tundra is expected to impress hard-core truck drivers and to steal a slice of Ford's market.

Toyota Tundra, the replacement of T100, was introduced in 1999. The bigger Tundra, on the other hand, is unveiled at the Chicago Auto Show for the model year 2007. Parts and are made more sophisticated to respond to the demands of hard-core truck drivers.

Mike Toncevich, owner of Imagination in Landscaping in Ann Arbor and a certified hard-core truck driver said, "More than anything, a good truck is a workhorse, dependable over the long haul." In the past, Toncevich has owned more than 20 trucks. These trucks are from Chevy and Ford. Now, he is driving Ford F-250 and F-350. Regularly, Toncevich puts his trucks to the test to determine its capacity, performance, power, and ability.

Ford F-Series is composed of F-150, F-250, F-350, and Super Duty. These trucks are deemed the bread and butter of Ford. These trucks are remarkable. F-150, for instance, has been the best-selling truck in the U.S. for about 23 years. In addition, it has been the best-selling truck around the globe for 28 years. are made from state-of-the-art materials to boost the truck's full potentials. True truckers scrutinize their trucks. They examine the engine, transmission, frame, suspension, towing capability, and the resale value.

Ford Motor Co., General Motors Corp. and the Chrysler Group's Dodge brand traditionally have dominated this market and have an advantage in the short run, said Alexander Edwards, president of the automotive division for Strategic Vision Inc., a San Diego-based marketing research firm. The firm also divulged that about only a quarter of current truck owners expecting to buy a full-size truck in the next year will consider a truck from an Asian automaker. Hence, domestic brands still have superior consideration, as high as 65 percent in favor of Chevy.

Edwards added, "They clearly have a lead, but none of them are going to like this statement: 25% of all of your buyers are looking at the Asians for definite consideration. People are going to consider" the new Tundra "and people are going to choose it, if the product is done correctly." In addition, according to the experts in the auto industry, brand new Tundra has gotten the attention of truck buyers.

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