TELLING TUNDRA'S TALE: Recognition by the truckload

We’d be the first to admit that the all-new 2007 Toyota had some mountains to climb last year, its first year of production.  But the Tundra  has proven that it’s got the brawn required to climb those mountains. As a result, it’s had a significant impact on the full-size truck market.

In its first year, the new Tundra’s impact was such that it earned a plethora of awards, including Motor Trend’s "Truck of the Year," and it sold nearly 200,000 units.

So pleased is Toyota with Tundra’s performance, and so confident are we about its appeal, that we just added 13 new models to the Tundra line, bringing the total number of Tundra models available to 44, in three cab styles, three engine choices and in both two-wheel drive and four-wheel drive.

The Tundra raised the bar on the half-ton pickup market and caught the attention of consumers and journalists alike. That attention resulted in the following awards in the new Tundra’s first year of availability:

Motor Trend Truck of the Year 2008

Insurance Institute for Highway Safety Top Safety Pick

Truckin’ 2008 Truck of the Year

Farm Industry News 2008 FinOvation Award

Edmunds 2007 Most Significant Vehicle of the Year

Edmunds Editor's Choice

Playboy Magazine Best Pick-up

Field & Stream Magazine’s Best of the Best

Kelly Blue Book Best Resale Value 2007

Trailer Boats 2007 Tow Vehicle of the Year

Autobytel's 2007 Truck of the Year

Autobytel's Most Improved Vehicle

Reaching truck enthusiasts through an approach that includes partnerships with Bass Pro Shops, 84 Lumber and Tractor Supply Company, and sponsorships of NASCAR, Arenacross, Field & Stream and the Brooks & Dunn Long Haul Tour, the Tundra is now being driven not just by enthusiasts, but also by outdoorsmen, construction workers and farmers who perhaps had not previously considered a Toyota truck.

To reach these demanding truck users, Toyota started with the proverbial clean sheet of paper to design the new Tundra. But before we put pencil to paper, we did some research.

We knew that it would be important to see, first-hand, how pickup trucks are really used. To do that, our engineers and product planners spent time living with folks who use their pickups every day. Our goal was to learn how they use their trucks on job sites, on ranches, and hauling cargo as widely varied as construction materials, dirt bikes, and family camping gear.

Using the information we gleaned from these studies, the new Tundra was designed to offer an available 5.7L V8 engine  that can produce 381 hp and more than 400 ft-lbs of torque, a six-speed automatic transmission, one of the largest rear-differential ring gears in its class and one of the largest standard brake sets in its class.

We also included convenience features for drivers who use their vehicles not just for transportation and recreation, but also as tools of their trade. Those features include a center console with a built-in file cabinet that’s large enough to store a laptop computer, oversized door handles that are easy to use while wearing gloves, an available back-up camera and lockable in-cabin storage.

Additionally, the Tundra is packed with an array of standard safety features. In fact, it was the first pickup ever to earn the Insurance Institute for Highway Safeway Top Safety Pick award.

There have been some bumps in the road to Tundra’s success, of course. Most noticeable of those bumps was the recall of about 15,600 Tundras to replace a drive-shaft U-joint component that had not been properly hardened. Another bump involved an unexpectedly difficult market, thanks to high gasoline prices and softening confidence, on the part of the general consumer, in the country’s economic condition. Even with such strong headwinds, however, we were able to reach the drivers for whom the new Tundra was designed. And they helped us meet our sales goals.

This all worked because buyers learned what we already knew - that Tundra is a tough truck that’s designed to take bumps. We think that the impressive array of awards that has come the Tundra’s way acknowledges this. We’re grateful for the recognition, and we’re looking forward to providing Tundras to truck users and enthusiasts who are interested in moving forward.

~ Contributed by Jon F. Thompson, Corporate Communications

Comments

[joe540ci]

I bought one of the tundras and boy am I happy with it . I really love my older 3/4 ton chevy and it is still running great. The thudra is So much better for towing and stoping my 8500 # welding trailer that I don't even use the chevy for towing anymore. If you havent driven one of the amazing toyotas dont speak bad about them. After your test drive you"ll know what I am talking about

[Mitch]

I recently purchased an '08 Tundra CrewMax Ltd....this is a great truck. PERIOD. As a very loyal, long time GMC and Chevy owner, I initially struggled with with this choice due to brand loyalty, etc. Bottom line...the new GMC 1/2 ton truck has rear drum brakes, no bluetooth (at any trim level). I was told by the dealer that the drum brakes improved the parking brake performance. (does that mean the 3/4 and 1 ton trucks have poor parking brakes?) How can any manufacturer be so out of touch with their customers in such a competitive marketplace? The Tundra 5.7 motor and 6 speed trans are amazing, braking is great, seats are very comfortable, and it looks great. Toyota nailed it with this truck!

[Brian]

For all of the technology and brawn in the new Tundra's driveline, I still don't understand why Toyota didn't put a fully boxed, hydro-formed frame underneath the Tundra. Until it gets one, I can't and won't consider the Tundra over the stronger framed American pickups.

[me]

Too bad they total blew off those who want a larger truck with manual transmission. I own a 2000 4x4 Access Cab, SR5, TRD with the V-6 5 speed manual. Nothing like this is offered any longer, even though there is the V-6, 6 speed combo in the 4x4 FJ. I'm at 100kmiles now. Gues I have to look elsewhere for my next vehicle. Given I also still own an '86 Xtracab 4x4 SR5 PU and '87 $Runner SR5, all with manual transmissions it is a sad state, imo.

[Bret Shipley]

Excellent trucks! 2003 Tundra still running strong. 2003 LX470 as good as new! BIG PROBLEM: You've gotta get a Diesel model with dual rear tires to this market! It's impossible to imagine that Toyota can't see the sales potential in a Hino-powered line of Tundra trucks. Can't plan to buy anything else, until I can get a diesel Toyota truck.

[Matt Fridley]

I have owned my 2007 Tundra DC 4X4 since last April. I have over 20,000 miles on it and I am still excited when I get in. This truck is amazing. I took my family to the Grand Canyon last year with our travel trailer in tow. 3253 miles of towing and I will never look back. I drive my Tundra to work every day. The Tundra has the horsepower and the torque I need and it still gets 16.5mpg average. I love it!

[ed george]

PLEASE! Build the one-ton duallie with the 8.1L diesel! You absolutely cannot lose. With diesel comes the performance, economy and ability to go bio-diesel or veggie. I really think that America is ready for a 650lb/ft, 325 hp diesel duallie from Toyota.

[CAMERON]

2007 tundra crew max love it
great performance,wish toyota would have a deisel option, until then i will enjoy the best truck ever built.

[CFowlkes]

As long as you don't mind your teeth rattled out and your seatbelt activated from the bumpiest ride of your life while driving on sections of concrete freeways... it's a GREAT TRUCK.

I just wish I had known about the bed-bounce prior to purchasing my Tundra Limited. For a $40,000 truck, bed-bounce should NOT be a concern!

[Kyle Starghill]

It's time for a dully diesel...America's waiting!!!

[Will Samson]

When is the release date for the 2009 Tundra and what will be changed on it?

[Chris]

When Toyota acknowledges there is a design flaw in the bed-bounce and decides to take action, it will actually earn those awards and keep some Toyota customers that are pretty upset right now.

Toyota doesn't want to admit the error, though. The Tundra is a fine truck, very comfortable interior, and can tow anything... but don't buy one if you're expecting Toyota to address what is a seriously dangerous bounce-issue.

[mike sheraton]

I second the question: when is the release date for the 2009 Tundra, what will be changed on it, and in fact WILL there be a 2009 given the two-month plant closing in Texas?

[john]

dont buy it if your thinking about it. Toyota will not help at all about the bed bounce issue.Its really bad specially if you have a baby riding in the back. I have already told many potential tundra buyers to test drive it first on concrete freeways in so cal and they agreed. I have to admit that it feels good to affect tundra sales this way. It's my way expressing how they just left me like that.

[Chester]

I purchased an 2008 Double Cab about 2 months ago and if I would off known about the bed bounced issue I would have gone with GMC.