By: Jeffrey Ross
Autotropolis.com
In its effort for total market domination, Toyota is going head-to-head with domestic automakers in two of the largest American-bred automotive markets: NASCAR and pickup trucks.
While the Toyota Camry has been a staple in the best selling car list for decades, its debut in the Daytona 500 was anything but stellar. Not everybody can get it right on the first try and there is always a steep learning curve when taking on the big dogs of an industry. Good thing for Toyota that they know all about learning curves.
The full-size truck market has been a three-player race since the invention of the pickup truck. When Toyota’s attempt at upsizing it pickup trucks fell flat in 1993, it was apparent that it would take more than a big name to be successful. The second generation Tundra marks Toyota’s third attempt at competing in the full-size truck market and if the size, horsepower and towing ratings are any indication of how this truck will compete, the third time is definitely the charm.
In 1993, Toyota first stepped into the ring with the Dodge Ram, Chevrolet Silverado/GMC Sierra and Ford F150 with the undersized, underpowered and under-styled T100. Hardly considered a threat to other full-size trucks, the T100 was more similar in size to a midsize truck, such as the Dodge Dakota, but had the power and engine choices similar to many smaller trucks, including the Toyota Tacoma. In 1998, as the Tacoma grew in size the T100 became obsolete and ceased production.
After a two year hiatus, Toyota returned with a more competitive full-size offering. Despite lacking in size, power and towing abilities, the all-new 2000 Toyota Tundra was better equipped to call itself a full-size truck. The Tundra was a vast improvement over the T100 offering three cab sizes, two bed lengths and most importantly, a V8 engine. In 2004, Toyota made its first attempt to involve itself with NASCAR. The Tundra was successful in competing in the Craftsman Truck Series and after just two years, Toyota received its first manufacturer’s championship. With redesigns coming from Ford, General Motors and Dodge pickup trucks, Toyota needed to come up with a hard-hitting, ground-breaking truck.
For 2007, the Tundra is completely new from the ground up sporting unconventional styling but highly competitive capabilities. Literally bigger in every possible way, the all-new Tundra has dimensions that make it similar or bigger than most of its competitors. Three powerful engines and an available six-speed automatic transmission will all help create a smooth and enjoyable driving experience. Toyota’s optional 5.7-liter V8 offers best-in-class power with 381 horsepower and 401 pound-feet of torque. Whether it’s hauling cargo or passengers, the Tundra is ready to tackle any load. The biggest available model, the Tundra Crew Max, offers spacious rear seating accommodations allowing for six additional inches of legroom compared to Ford and Chevrolet and barely nudges out the Dodge Ram Mega Cab. Hauling is no problem for the all-new Tundra with an astounding 10,800-pound towing capacity dwarfing the Dodge Ram by 3,500 pounds and slightly outdoing Chevrolet and Ford (10,500 and 9,500 pounds, respectively).
With the small car, hybrid and crossover SUV markets all under control, Toyota’s success in the full-size truck market seems inevitable. The starting MSRP ranges from $22,290 for a regular cab, two-wheel drive Tundra up to $32,725 for a four-wheel drive Tundra Crew Max. If the Tundra is any indication of Toyota’s rapid learning curve, expect to see a Camry in NASCAR’s victory lane by July.