2016 Toyota Tundra to come with Cummins diesel

bmanning wrote:
FWIW, it's not as if Toyota tried and failed to compete in the HD pickup market. They were savvy, realized that it's a very small market segment that is already dominated by a very loyal (myopic?) demographic, and wisely didn't waste time and money engineering a 3/4 or 1-ton.

We on this forum are huge fans of HD pickups so it's very easy to forget that it's virtually the definition of a niche market. I don't know the exact numbers (perhaps someone does and will post them) but 3/4-1ton pickups are a pretty small percentage of overall pickup sales.

As far as "competing" in the half-ton segment, it depends upon how we define "compete." They don't compete as far as sales numbers go but they were the only manufacturer on board from day 1 with standardized tow ratings. Toyota bashers love to gloss over that one, just like the anti-Toyota crowd ignores the fact that they also put out a drivetrain 7 model years ago that still is competitive with other half-ton offerings.

Well put.

It may come across like I'm coming down on Toyota, but all I'm doing is acknowledging the reality of the marketplace. Personally, I think the Tundra is one of the better 1/2 ton trucks on the market. The sad reality is, being better doesn't always equate to "success". Yes, Toyota and other foreign-car manufacturers turned the American car market upside down and redefined the marketplace during the last 30-35 years. The Big 3 had to play catch-up. The end result, we all benefit with better products and competitive pricing.

However, this is not the case with the 1/2 ton pickup truck market. Toyota gave it their all with an arguably, better product in 2007, but a perfect storm comprised of the economic crash, $4 fuel prices, and huge marketing hurdles, had them fall far short of their original lofty goals. The end result is Toyota is now taking a very conservative, almost timid approach to the 1/2 ton market. The 2014 Tundra, with only cosmetic updates after 7 years, is an example. My whole point is a lot of folks simply assume the best product always wins--that everything is objective in the marketplace--it's far from it. Truck owners/buyers are extremely biased, as they should be--because we're dealing with with a product, that for many, makes a personal statement. For many truck buyers, Toyota and Nissan trucks are simply unable to make that subjective, personal statement. It is what is.