Toyota offering $1,500 back on base model Tundra
Toyota has apparently instituted a nationwide cash-back deal for the base model Toyota Tundra pickup that will send $1,500 back into the pockets of potential owners. According to the Wall Street Journal, the rebate will last the entire month of March. KickingTires is reporting that Southeast dealers in Alabama, Georgia, Florida, North Carolina and South Carolina are offering the full $1,500 rebate, while other dealers around the country will offer from between $250 to $1,000 cash back.
Though many will use this news as ammo against Toyota and its effort to crack into the full-size truck market, it's not that big of a deal considering the rebate is focused on what is likely the least popular model in the Tundra lineup, the base model. Also, Ford was forced to offer a rebate on its much hyped Edge CUV shortly after it was launched for the same reason. In the same breath, we have the urge to tell Toyota "told ya so!" Clearly, it's proving more difficult than Toyota realized to nab new truck buyers. The automaker even revealed to the Journal that it was concerned it will not reach its goal of selling 200,000 units in the Tundra's initial year of availability. We've got two words for Toyota if it wants to boost sales of the Tundra: "Tough Box"!
[Source: Wall Street Journal (sub. req'd) via KickingTires]
Reader Comments (Page 1 of 3)
ellerton 3:08PM (3/09/2007)
Those steel wheels look horrid.
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Bob-omb 3:09PM (3/09/2007)
How do you get sales from The Big 3? Offer discounts! It makes an American buyer feel right at home.
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Otto Nginir 3:17PM (3/09/2007)
Personally I like the base model(s) of the Tundra - the painted bumpers (instead of chrome) and the less fussy outside (including wheels - there are some stamped steel ones that are nicer than the photo) But - no model of the Tundra is available with a manual transmission. If you want the Heavy-Duty suspension, it is only available in the SR5 or Limited models - not an option for the base truck.
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SBessette 3:19PM (3/09/2007)
Is it just me, or is that the ugliest thing you have ever seen?
This truck will be crushed by the Silverado and crushed even more when the new F-150 comes out.
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blitzkrieg79 3:22PM (3/09/2007)
I see that Toyota is really after the American trucks. Excellent strategy on their part, they can afford to sell this vehicle at a loss to gain market dominance (and start making money when the next generation Tundra comes out in 2012-2013) and get the people to try them out, spread the word,compare, and possibly purchase it with a good price. Instead of wasting money on TV advertising they can lower the prices or in Toyotas case they can lower the prices and spend millions on marketing campaign although lowering prices from the get go is also an excellent marketing move.
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Brian 3:39PM (3/09/2007)
There has been no such announcement about any of this here in the mid atlantic. There are no emails,messages or announcements on the dealer VPN about it. If it's even accurate- it's most likely a regional thing- incentives are not managed nationally- only the themes. (like ToyotaThon) You'd think most automotive writers would know this about Toyota- but- we are talking about Neff, here. Did you call Toyota about this, Neff? Do you see an "incentives" section at the pressroom section of Toyota's site? Can you be bothered with --research?
EDIT: Here you go Neff- let me do your job for you. It's dealer cash -not a rebate. It's ONLY in SET (south east toyota) region, and it's not going nationwide. The regions decides what-if any- incentives are offered. Here in the mid-Atlantic, we released the Tundra with subvented financing rates. . We had no idea if the truck would sell at all, or lines out to the street. It was just to make a bigger splash- and splash it has.
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Bennet Pullen 3:48PM (3/09/2007)
Hmmm, This is the first time I've seen the truck in the bass model form. In the other photos I've seen I kind of liked the truck, but I think this one looks awful. They clearly didn't design this truck with this configuration in mind.... The domestic trucks on the other hand look 'right' in the bass form, like they were designed that way and the other stuff was added.
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Jim Sanders 3:58PM (3/09/2007)
What Autoblog fails to tell us is the original MSRP.
Tundra $22,290
F-150 $18,275
Silverado $17,860
So, folks, what's $22,290 - $1500?
It's $20,790!
Still owns the Ford and Silverado for profit.
And remember The Ford F-150 is advertised for as low as $12,000 at your local Ford dealership!
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mbongo 4:01PM (3/09/2007)
It is sometimes difficult to understant. Everything Toyota does seems good. Last week, almost everybody slamed Chrysler because the have started offering rebate on thei all new Avenger. But, when it is Toyota with their all new Tundra, Autoblog seems to aplaud Toyota and tries justify that by saying that it is only for the base model. How can we take Autoblog serious again. This is a shame.
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synergeist 4:06PM (3/09/2007)
Toyota will not crack the American work truck market. GM's Silverado and the Ford F-150 already trounce this wannabe truck with superior innovation, reliability and functionality. Real Americans aren't fooled by Toyota's fraudulent "we are American" campaign, nor are we fooled by lesser offerings such as the Turdra.
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Tony 4:07PM (3/09/2007)
Cash-back deal or clever marketing? You tell me.
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Aaron 4:07PM (3/09/2007)
pretty obvious that it was dealer cash brian.. either way, the sentiment that they aren't going to sell their 200,000 will come as a shock to the lemmings and "analysts" but has been written on the wall for months..
lolzor..
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Mike 4:17PM (3/09/2007)
is there a post length issue here? I posted a response with quotes from numerous threads calling out a dozen people who posted specifically stating toyota does not do this... but my post never appeared? What gives?
BTW, why does toyota receive a free pass in the areas doemstics are impailed?
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synergeist 4:28PM (3/09/2007)
"BTW, why does toyota receive a free pass in the areas doemstics are impailed?"
Welcome to the Toyota Way... anybody found besmirching the great name of Toyota shall be ridiculed, their comments redacted.
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Howard Kerr 4:30PM (3/09/2007)
Today I went to the Memphis Auto and Truck show. The Toyota trucks were all outside so that "potential" customers could drive them through a simulated rough road environment (re: poor attempt to mimic those off-road test rides at Hummer and Land Rover dealers). I didn't bother waiting in line to drive a Toyota around a parking lot "dirt pit", but instead went inside.
Chevy, I know, used to have a basic truck called the W/T (work truck), that came in limited colors and had limited options. The new base truck is a "full-fledged" Silverado and to a former Ford buyer/owner it looked pretty good. There was a red base Chevy that only stood out because EVERY other truck in the building had so much chrome dripping off it.
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Bob R. 4:31PM (3/09/2007)
#8, thats why the Ford and Chevys will sell more than the Tundra. For 4 grand more than a BASE F-150 is just rediculous.
#13, very good question.
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Puff Chizzel 4:32PM (3/09/2007)
It's going to take more than $1500 cash back to sell that turd. You'd have to be a serious American hater to bypass the Silverado, F-150 or Ram to buy this toy truck.
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Bob G 4:36PM (3/09/2007)
Who writes this crap! It's not a big deal since the rebate is only on the base model? If Ford puts a rebate on you write.....FORD NEEDS TO REDUCE THE UNDISIRABLE INVENTORY? GM USES A REBATE IT'S BECAUSE THEY ARE NOT BUILDING WHAT THE CONSUMER WANTS? Toyota put this rebate out there like every other rebate.........to move the product! It is a slow selling piece of crap and they want to keep it from piling up!
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Dave-in-PA 4:52PM (3/09/2007)
"4. Is it just me, or is that the ugliest thing you have ever seen?"
No, actually the ugliest thing was that new Ford E-Series van that they posted the other day.
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whofan 5:02PM (3/09/2007)
I just cut the Toyota embroidery out of my new Napa Micheal Waltrip cap.
It took a while but I feel better now. I left the 55 on the other side it look good..
It would take one hell of a rebate for me to buy this ugly duckling.
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