It’s been a big year for Detroit’s Big Three automakers, and while the overall upturn of the U.S. market has helped them score gains in everything from hybrid to compacts to midsize sedans, nothing has buoyed their market share and bottom line more than the revival of pickup truck demand.
No surprise, Toyota is eying that market with envious ambition. The Japanese maker has long dominated the compact truck market with its Tacoma model, but despite repeated attempts, Toyota has failed to crack the code on the bigger – and traditionally more domestic-loyal full-size pickup segment.
It seemed to have a winner in hand when the Toyota Tundra went through a major redesign six years ago, but after an initial burst of growth sales collapsed. To be fair, the entire full-size truck market collapsed, declining by roughly half during the depths of the Great Recession, but Toyota is now lagging the pickup rebound and is anxious to regain momentum with the Tundra redesign it’s bringing to market for the 2014 model-year.