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New Toyota Tundra Targets Luxury Marketplace

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February 8, 2013 by   Comments Off on New Toyota Tundra Targets Luxury Marketplace

New Tundra from Toyota

Toyota sent shivers through Detroit six years ago by taking aim at its most profitable vehicles with a completely redesigned full-size pickup.

The 2007 Toyota, the company’s second-generation effort at a full-size pickup, bolted out of the gate with sales of nearly 197,000 that model year.

But, according to a report by USA Today, that was Tundra’s peak. Since then, it’s been battered by the recession, hurt by Toyota’s recall-damaged reputation and overtaken by rivals’ updates.

Now the big Japanese automaker is trying again with a third-generation 2014 Tundra that was unveiled Thursday at the Chicago Auto Show and goes on sale in September. It’s restyled inside and out to give it a more muscular look and more refined passenger quarters.

And, taking a clue from the Detroit Three, Toyota is headlining two new high-end, lavishly appointed models for buyers whose unmuddied boots are always hand-tooled. No hint of prices, but the top-end models of Ford, GM and Ram pickups range from $54,000 to $60,000.

While the fanciest pickups account for only about 9% of sales, according to TrueCar.com, they ensure that no money’s left on the table.

And they give the automakers prestigious models to show off, putting a sheen on the whole truck lineup and making dollar-conscious business buyers feel as if they’re getting bargains when they spring for $35,000 trucks.

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