Toyota getting educated, changing Tundra’s model mix

2007_tundra_b.jpgToyota’s foray into the world of full-sized pickups has taught the company several lessons –- the hard way. According to Automotive News, the automaker is trying to adjust the production of certain trim levels to meet market demand; increasing output on some, while reducing others.

The CrewMax pickup, sporting the range-topping 5.7-liter V8, is Toyota’s biggest seller, to the point where supply isn’t keeping up with demand. What was originally thought to comprise between 50- and 60-percent of sales is, in actuality, closer to 70- to 80-percent. As such, Toyota is in the process of cutting back production of the standard-cab model, equipped with either the V6 or 4.7-liter V8, since sales of the entry-level truck aren’t meeting expectations.

One of the other factors differentiating the Tundra from its domestic competitors is the standard equipment, including safety features, that the Big 2.5 considers optional extras. Naturally, this inclusion of more toys increases the price of the Tundra, possibly scaring off potential customers.


Other lessons learned by Toyota execs include a higher rate of trade-ins (up 20-percent), which is populating dealer lots with an excess of used cars, plus the fact that online inquiries about the Tundra are matching the numbers generated by the Camry –- a sign that Toyota’s message is getting out. Which is great for Toyota, as long as they have the stock to meet demand.

[Source: Automotive News – Sub. Req.]