Toyota pitching Tundra with Americana
Toyota is throwing its hat in the full-size truck market in a big way with its new Tundra, and they are looking to push their new product at bass-fishing, NASCAR ball cap-wearing consumers with an advertising budget of over $100 million. The actual budget is still being worked on, but the estimated $100 million is a lot of money by Toyota's standards when even the Camry gets by with a modest $60 million. Jim Farley, VP of Toyota Motor Sales U.S.A., obviously wants a piece of the ever shrinking, but still huge, U.S. truck market, and he wants to do it by going after die-hard truck buyers. It's going straight for the jugular on this one by targeting customers at NASCAR events, bass-fishing tournaments, country-western concerts and even at 84 Lumber.
Toyota plans to have well-staffed promotions at these stereotypical truck junkie congregations to demonstrate how it has listened to truck consumers and given them what they want. Farley concedes that you can spend a ton of money advertising at every football game or NASCAR race and not improve sales. Instead, he is hoping that by going straight to the consumer and showing what the product has to offer, Toyota may have a shot at winning loyal customers away from the Big 3.
[Source: Automotive News, sub. required]
Reader Comments (Page 1 of 1)
Richard Warren 10:48AM (9/18/2006)
Baseball, Apple Pie, NASCAR, Sushi and Toyota.
How far does one go to try and prove you're an American company (You're not, get over it)and make you all warm and fuzzy feeling?
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JIM 11:01AM (9/18/2006)
No Thanks, I'll keep my Ram srt 10
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Matt 11:21AM (9/18/2006)
The front of the new Tundra looked familiar to me. In particular, the headlights, grill, and the black plastic lower section of the bumper. It looked like some sort of movie creature, and then it hit me. The cave-troll from The Lord of the Rings.
http://www.imdb.com/gallery/ss/0120737/Skin_Seq_01.jpg
Of course, I could just be really tired.
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5 watt 11:22AM (9/18/2006)
I don’t think Toyota knows who the die hard truck buyer is. You can find plenty of Camrys at NASCAR and Country music events. The core of the market is farmers and contractors.
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Adam Singer 11:37AM (9/18/2006)
Maybe I'm alone here but I think that's a pretty mean looking truck. I don't think that colour is especially befitting of it though.
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DarkKnight67 11:27AM (9/18/2006)
They can spend all they want on the NASCAR crowd ... those people are die-hards when it comes to their choices and loyalties. No matter how much they try to make people believe they are the "warm and fuzzy" American maker, they still know that they came from beyond the sea.
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Mike 11:44AM (9/18/2006)
Looks as though Toyota is trying to "out-ugly" Detroit in their bid to build the most hideous looking truck on the road. I'm sure Detroit is more than equal to the challenge.
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Little Green Envy 11:50AM (9/18/2006)
That is the ugliest full sized pick-up I have ever witnessed, Toyota should be caned for trying to sell the a big mouth bass with calogen lips to the American public.
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todd 12:59PM (9/19/2006)
just wait and see what the ugly thing costs. it will be unreachable. toyota has always been costly../
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Trent 12:21PM (9/18/2006)
Good looking truck. I'm willing to give Toyota a shot. Our company's Tacomas have held up rather well. If the Tundra is as good, we might consider replacing the old F-150s in the fleet with Tundras.
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Ken 12:39PM (9/18/2006)
Nasty
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Harold 1:10PM (9/18/2006)
Why is Toyota trying to copy the Ram1500? It didn't work, anyway!
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shiznannigan 1:12PM (9/18/2006)
I'd say Toyota's Ad agency is ripping them off. $60mil for the Camry, and they get a seizure-enducing montage of random images (wind blowing through peoples hair? The Camry is a drop-top now?) and a sleepy voiceover trying to convince people that it's "more than just a car".
Hmm... the Camry being pushed as a "driver's car"? Tundra being pedeled as "All-American"? It seems Toyota is spending a lot of money trying to convince people of what their vehicles AREN'T, instead of highlighting what they are.
Can't wait for a Corolla commercial trying to demonstrate luxury, or off-road prowess.
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Agent 1:41PM (9/18/2006)
Republicans face a daily quagmire.
Support Ford and GM, the last two American companies, and be forced into supporting the UAW and thus all the Democrats they throw money at.
Or stick to their political beliefs and fight against the 'Culture of Entitlement' and socialistic/communistic ideals that union workers promote and thus support non-UAW made vehicles.
I find most Republicans can't stomach the idea that their money is sent directly to the liberal minded UAW and their liberal Democrat lackeys.
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Andy 1:49PM (9/18/2006)
From all angles, the Tundra is being spanked by the Silverado in reader responses. I don't think the Tundra appears that bad. Now the Camry--that's bad.
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KT 3:43PM (9/18/2006)
Didn't they already reduce their production forecast by 50k?
Ford announced a new F150 for '08 which will be available with a diesel. Not to mention adding more content to the benchmark full-size truck. Toyota doesn't have a chance. You really think all those construction workers driving F-Series at the Toyota plant site will trade them in for a Tundra? Think again!
They will not take much if any real marketshare from Ford/GM...maybe some from Dodge or Nissan.
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JarryHames 4:40PM (9/18/2006)
I'm not at all the truck driving type. But I will comment anyway. This truck is hidious! Toyota will need a huge advertising budget to brainwash consumers into buying this troll truck. Chevy's new p/ups (Silverado/Avalanche) and Ford's F150 are by far much nicer looking vehicles. This tacky machine looks like something Nissan would build.
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Marc 4:05PM (9/18/2006)
I'm sure no one thought in the mid 80's that Americans would be turning in their Tauruses and Celebritys for Camrys and Accords. Or their Caravans and Voyagers for Siennas and Oddyseys. Or their Rangers and S-10s for Tacomas and Frontiers.
Keep deluding yourselves. Americans want quality, and Toyota is offering it. They already sell more than 100,000 a year, app. 5% of the truck market. It's no stretch to imagine them doubling that number in just a couple years with the right product mix, pricing and inventory levels.
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Eric L. 4:13PM (9/18/2006)
I like how people here comment on the Tundra being ugly as if this is the first time they've seen it. The design has been out for a while now, what rock have you been hiding under? =)
In either case, regardless of how Toyota markets the Tundra, it will likely be a big hit.
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David Ebert 4:35PM (9/18/2006)
Hi I like they way Totota is attacking all market segments from Vitz to Lexus. The car industry needs competion as all the manufactures try harder, as a result the consumer gets a better product. The comercial sector is no differnt I wonder how many of you bought a new vehicle in the past 12 months or will in the next 12 months? If you had the American Auto companies wouldn't be in the trouble there in. regards David.
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