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Toyota Not Battling Domestic Pickups for Full-Size Sales
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Toyota Motor Sales' president, Jim Lentz, announced the company will not be battling truck giants Chevy, Ford, and Dodge for full-size supremacy. Automotive News presented this information in line with Toyota's recently announced 0 percent financing, designed to move slow sellers like its new Tundra pickup. With Tundra sales down 60.7 percent compared to Chevy Silverado sales off only 3.9 percent, it is refreshing that Toyota is setting realistic goals for itself and its dealers.
Lentz blamed Texas and Indiana plant shutdowns as part of the reason for an abbreviated 2008 model year that saw abysmal Tundra sales. In addition, many past Tundra buyers are commuters who purchase based on image and are not necessarily truck devotees. This factor, in addition to economic realities and gas prices, makes it easier for Tundra buyers to walk away from a segment they were never wedded to in the first place.
Falling short of saying it has been canceled, Lentz did say that development of a diesel engine for the Tundra has been shelved for the time being. Said Automotive News, "that's a big step back from Toyota telling dealers...that a diesel would arrive by 2010 or 2011."--Colin Mathews
Responses (7 total)
By Tundra Headquarters | Posted: Oct 8th 2008, 05:13:28 PM
Toyota has really screwed up here. In two years, they're going to be the only major manufacturer that isn't offering a half-ton diesel. While take rates between gas and diesel in the HD segment have fluctuated recently, the smart money still says that diesel demand is only going to increase. How Toyota believes they can offer the Tundra without a diesel engine (even just a light-duty diesel) and still remain competitive is a real mystery to us.
By Ed | Posted: Oct 8th 2008, 02:17:23 PM
"Dave
October 6th, 2008 - 5:27 pm
Even mighty Toyota makes mistakes. No light duty diesel for this gas guzzling trusk is a very big mistake. Even just not making a diesel 1 ton and 3/4 ton truck is a big bo-bo.
Jim
October 6th, 2008 - 10:54 pm
I think Toyota is making a blunder by not offering Diesel in both the Tundra and the Tacoma as there is a market here for it!"
I fully agree with this and the other comments here.
Toyota got greedy and tried to make Big 3 clone full size pickups to get a slice of this lucrative, (ONCE) big market, but it takes 4 years (or 3 for Toyota) from concept to production, and by the time they offered the new Tundra, gas was at $3 for years, and the pickup market had shrunk big time. Both TOyota and Nissan TItan sales were clobbered in 2008.
THe Modern Diesel is a no-brainer for all Pickups AND large and medium SUVs, it is the perfect engine for towing etc.
A ford excursion tested long-term by Motorweek, I remember, would get combined 19-20 MPG with the DIESEL, while a dismal 9-10 MPG with the (inferior too!) gas engine!!!
Many makers are coming up with Modern Diesels in the US in the next 2 years, even in cars, compact acuras and hondas. Besides BMW, M-B and VW who already offer several diesels.
And re emissions, it is not that bad, since Oct 2006 the us has the ultra-clean, extra-low sulfur Diesel Fuel the rest of the world had for years.
By elroy | Posted: Oct 7th 2008, 02:53:54 PM
The main reason that diesels aren't in light duty vehicles is because of emissions. Under 8600 lb. GVW (HD 3/4 and 1 ton), the Washington wizards have pollution standards for diesels measured in particulants per mile. Which means that where you should want to use diesels -- to replace V8 gas hogs -- you can't do it because of the standards without very expensive emission controls adding even more costs.
This is why you generally only see 4 cyl diesels or diesels in expensive vehicles where the cost of the emission controls can be re-couped.
There is only one exception that I know of. Jeep has a 6 cyl. diesel I think -- not sure premium for customer or what pollution controls are on it and whether it is sold as a "loss leader" to get enough volume to keep it going so that Jeep can say "We're green!"
With trucks not selling, it's a business decision -- return on investment is better elsewhere.
I think GM trucks have the best real world fuel economy on gas models. Mileage ratings don't tell the whole story. Talk to some GM owners. Unless you have diesel in your veins, you'd have to drive a lot of miles to make a diesel upgrade worthwhile.
By Bob M | Posted: Oct 7th 2008, 03:03:47 AM
I won't buy a new gas Tundra because of mpg. A friend of mine gets 7mpg towing an 18 ft travel trailer (2007 5.7 Tundra). I would buy a diesel Tacoma or Tundra in a second. I currently have an 02 Tundra. If Toyota won't produce a diesel in the US, I'll have to wait for the big 3's 1/2 ton versions.
By Jim | Posted: Oct 7th 2008, 02:54:53 AM
I think Toyota is making a blunder by not offering Diesel in both the Tundra and the Tacoma as there is a market here for it!
By Dave | Posted: Oct 6th 2008, 09:27:49 PM
Even mighty Toyota makes mistakes. No light duty diesel for this gas guzzling trusk is a very big mistake. Even just not making a diesel 1 ton and 3/4 ton truck is a big bo-bo.
By Tony D | Posted: Oct 6th 2008, 07:37:06 PM
This is the kind of thing that frustrated me when I worked at Toyota.
Up here in Canada, pick up truck buyers buy diesel 3/4 ton and 1 ton trucks. Very few in comparison want a gas 1/2 ton. So Toyota's answer to poor sales of a gas 1/2 ton is to PUSH BACK a heavy duty diesel offering that would actually be competitive? Huh?
This seems like more of political decision than a sound business decision.
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