2007 Tundra – A hit?

A post over at Cars! Cars! Cars! caught my attention – it’s about the new 2007 Toyota Tundra. Toyota is hoping to move 200k of these hulking beasts this year – an optimistic number, considering they managed to move just 126k Tundras in 05, and 100k so far this year.

The author over there doesn’t seem very confident, and neither do I. Domestic truck buyers are incredibly loyal – moreso than any other group of buyers. Nissan hasn’t had nearly the success they hoped for with the Titan, at least not yet. I think it’s more of a long-haul thing than an instant success formula.

Toyota needs to start wooing the young truck buyers, and hope that their product is good enough for those buyers to return when they are ready to buy again. Targeting the 30,40,50 year old truck buyers who’ve owned nothing but Ford or Chevy trucks their whole lives is foolish, and certainly a losing battle. Toyota will not be successful with the new Tundra. At least not as much as they hope, and not as soon as they hope.

Published on November 7, 2006 in Ponderings

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