It's been widely reported that the new Tundra is off to a sluggish start in terms of sales. That's not completely true. The Double Cab and the just released CrewMax are being received quite well. The problem lies with entry-level 2-door Tundras, which Toyota expected would be about ten percent of their sales...
That's not happening. They are priced too high compared to the domestic equivalents, due to more standard content. Customers shopping this type of truck are far more interested in the lowest price over higher content. Toyota now recognizes their error and is taking steps to rectify that.
Full story here.
Here's a related article by Inside Line: Toyota Increases 2007 Tundra Incentives to $3,000
Full story here.
Here's a related article by Inside Line: Toyota Increases 2007 Tundra Incentives to $3,000
ateixeira says:
06:49 AM, 03/30/07
$2000 in incentives is their way of rectifying that, I guess.
They should just adjust the production mix and make more Crews.
rsholland says:
06:53 AM, 03/30/07
That won't solve their problem. Toyota needs to break into the "work truck" market. Making more expensive trucks won't do that, as they are mainly looked at as family trucks.
ateixeira says:
09:03 AM, 03/30/07
Wonder if Ford's diesel hiccups (Navistar's really) will help open the door?
arumage says:
09:59 AM, 03/30/07
The diesel market is very different from the rest. It probably won't have any effect the light duty truck market.
1487 says:
10:47 AM, 03/30/07
should've known excuses would be coming sooner or later. How can you make a mistake on pricing that is so bad that you need $3k in rebates after less than two months? As for sluggish sales, we need the truck to be on sale longer before we can say whether or not it's selling well. They sold less than 9800 new Tundras in February which puts them way off their 200k per year target.
bbechtel16 says:
01:55 PM, 03/30/07
"How can you make a mistake on pricing that is so bad that you need $3k in rebates after less than two months?"
Well if you're Toyota, you can. Toyota's pricing is generally ridiculous. They price themselves significantly more than Honda, yet have nothing on them. Given that, recent quality issues, and not-so-recent FTD issues, I predict Toyota to be the next GM.
thebigal says:
10:19 PM, 03/30/07
I have actually been seing quite a few new Tundras about here in SW Oregon... about as many new Silverados and Sierras.... But most are the doublecab Tundra's. I have yet to see a reg cab Tundra, but I have already seen several WT Silverado's in all body styles... even the crew cab.
toyotafan818 says:
08:34 PM, 04/ 7/07
i have only seen about 2 tundras i saw a white longbed 5.7 liter,a shortbed "top of the line" fully loaded a mere $31,000 5.7 liter 4x4 with the metallic blue paint and TRD off road package +a navigation of course........ screw it i guess id rather get a double cab mid-level 5.7 liter 4x2 w/ the TRD package for the same price.
jerrywimer says:
05:31 AM, 04/11/07
I've seen two on the roads in this area. Both were fairly well decked out model 4x4 crew cabs driven by old men. I'm not sure what that says about market acceptance though, when the oldest generation is buying them (good? bad? <shrug>). I haven't seen any others so I can't really say how well they're being accepted by other age groups.
In the meantime I see a LOT more Silverados and a few more Sierras go by (the redesigned models- though there is an abundance of the 04+ GM trucks on the road too).