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Move to Texas Could Help Toyota Tackle Truck Market

Japanese maker struggles to gain ground in full-size pickup segment.

by on Apr.29, 2014

A TRD Pro Tundra goes through its paces.

One of the key motives for Toyota’s decision to move its headquarters and marketing staff from Southern California to Texas undoubtedly involves gearing up for another assault on the lucrative North American truck market, industry experts suggests.

While Toyota has gained ground in SUVs and CUVs, and dominates the small midsize pickup segment, it has failed to gain any real traction in the lucrative full-size pickup segment dominated by its Detroit rivals, despite spending billions on its Tundra line and the plant that produces it.

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Art Wheaton, an automotive industry expert and faculty member at Cornell University, said cost savings are only part of Toyota’s motivation for leaving Southern California. Suggesting the Japanese maker “has been woefully falling behind Ford, Hyundai and others in (its) plain or boring designs,” Wheaton said “The move, for Toyota, may help increase the willingness to be bold and take risks as a large turnover in employees is expected.”


Toyota to Debut All-New Tundra Pickup in Chicago

Maker hopes to finally gain some traction in domestic-dominated full-size truck segment.

by on Jan.24, 2013

Don't be surprised to see Toyota take a more conservative approach to styling than with this, the current version of its Tundra pickup.

One thing about Toyota, it doesn’t give up easily.  The maker has proven that time and again in a variety of market segments, including the minivan niche, as it comes back after a lackluster performance with a better product that gains more market share.

The one but that Toyota just hasn’t been able to crack – so far – is the huge and fast-reviving full-size pickup segment. Like Japanese rival Nissan’s Titan, the Toyota Tundra has simply failed to dent a segment still dominated by Detroit. But the industry giant is determined to gain some traction and will roll out its latest weapon when it reveals the new 2014 Toyota Tundra at the Chicago Auto Show next month.

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Beyond confirming the introduction, the maker is revealing nothing, no hints about styling, payload or performance and definitely no teaser images.  In fact, there’ve been few of the normal spy shots making the rounds, underscoring Toyota’s apparent determination to take the industry by surprise when the next-gen truck is unveiled.

That said, a number of sources have been offering up hints as to what might be in store when we finally get a good look at the 2014 Toyota Tundra next month.