Toyota Tries Harder With Tundra Sales

By Brendan Moore


Are you interested in buying the new Toyota Tundra full-size pickup truck? Toyota would like you to be because they’re not finding enough buyers for their flagship truck, even with the recent big debut and a lot of marketing money spent on the Tundra since then.

Toyota put as much as $2000 in rebates on the truck just a couple of weeks ago, and yesterday gave Toyota dealers another $1000 towards the sale of a Toyota Tundra to use as they see fit concerning a trade-in in order to make the deal. TFS (Toyota Financial Services is also helping out with special low loan and lease rates on the Tundra for customers with good credit. All of these incentives are scheduled to run through the end of April.

It’s all gone Toyota’s way in the United States for a long time as they have laid waste to competitors in the car market just like a flame-breathing Godzilla, but it has not been so easy in full-size trucks. The new Tundra has run up against an extremely brand-loyal customer segment; that is, the full-size pickup truck buyer, which is both heavily male and predisposed towards domestic models. Toyota knew it was going to be tough in this market, but they probably didn’t figure on it being this tough so soon.

Hey, maybe they could hire John Mellencamp away from General Motors.

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Author: Brendan Moore

Brendan Moore is a Principal Consultant with Cedar Point Consulting , a management consulting practice based in the Washington, DC area. He also manages Autosavant Consulting, a separate practice within Cedar Point Consulting. where he advises businesses connected to the auto industry. Cedar Point Consulting can be found at

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  1. It’s about time Toyota had a little difficulty in the market. I hope they have to put five grand in rebates on the damn thing.

  2. Old Rooster –

    Toyota is a much better company than GM or Ford or Chrysler, and will be around long after those companies have dissintegrated into a memory. Toyota will be around when the other Japanese competitors go out of business, and it will probably outlast all the European companies, too. Toyota rules!

  3. Toyota rules, huh? Comapnies go up and down in the car business, knucklehead. As Toyota gets bigger, product mistakes are gonna happen. I don’t know if the Tundra is one of those mistakes, but it doesn’t matter, because it will happen sooner or later.

  4. From what I’ve read, the higher-end Tundras are pretty competitive with GM’s pricing, but the lower-end “work trucks” are about $4,000 more. Sounds like Toyota screwed up the pricing and is trying to correct their mistake. They probably should just slash the price of the V6 regular cab models, but maybe they’ll make adjustments in pricing and features for the 2008 model year.

  5. I’ll be the first to buy a Tundra dually when it can tow as much as the Silverado 3500… a great truck. But for some reason they don’t make them with 6 wheels. I own a trailer, and need the extra power…but I have to trade in my Chevy every 2years or face the almost certain reliablity issues. So, when Toyota makes a similar model…I’m switching.

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