Quote:
Originally Posted by Tone
Toyota has spent a ton of money and effort to try to make headway in the big pickup market and really only made a small dent in the GM/Ford dominance. Plus, their timing really, really sucked ... they've now invested heavily in a shrinking market; and the people most likely to continue buying pickups ... the hard core pickup people ... are the least likely to buy a Toyota. So, I suspect they may have to retreat out of the full sized market in a few seasons and concentrate on where they have traditionally been strong (and the market might actually grow): small pickups.
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I think Toyota is likely to continue in the full size truck market. Looking at the data, Tundra sales fell by
less then full size sales did at the Detroit 3. Toyota hopes to sell 140,000 to 150,000 Tundras a year, and since full size truck sales are very profitable, this is extra gravy for Toyota. The next 2 to 3 years will tell us a lot more about whether Toyota sticks with this segment of the market but I think it is likely they will.