Consumer Reports responds to pickup comparo controversy
Earlier this week we told you about a pickup truck comparison in the most recent issue of Consumer Reports that seemed a bit fishy. The comparison pitted the new 2007 Toyota Tundra against the 2007 Chevy Silverado, Ford F-150 and Dodge Ram. It was clearly a fight between the Tundra and Silverado from the get-go, since both were the only two completely new trucks in the test. The Tundra, however, seemed to have an advantage in that it was ordered up with the larger of its two engines, the 5.7L V8 producing 381 hp. The Silverado, while available with a more evenly matched 6.0L Vortec MAX V8, was ordered with a less powerful 5.3L V8 producing 315 hp. Not only that, but the Tundra benefited from a 4.30 rear axle ratio that provides better towing and acceleration than the 3.73 ratio in the Silverado, which sacrifices those qualities for better fuel economy. The Silverado, however, could've been ordered with a more comparable 4.10 rear axle ratio at no extra charge.
Well, the gentlefolks at CR recently posted an answer to everyone's questions about this particular half-ton pickup comparo on their blog, which you should go read by clicking here before going on. They explain that choosing equipment for vehicles involved in a comparison is a tricky thing that involves balancing the objective of several goals.
"In general, we want to test a representative vehicle that is comparable to other vehicles in the test group (and previously tested peer vehicles). We also typically test the version--powertrain and trim level--that most regular consumers will buy. "
Read on after the jump to hear our take on CR's explanation.
At face value, it seemed to us that the cards were stacked in the Tundra's favor.
It appears to us that CR failed in terms of acquiring vehicles that were comparable to each other. We recognize the difficulty that's presented with the new Tundra, since Toyota offers significantly fewer configurations than do Chevy, Ford and Dodge. Nevertheless, there are other configurations of the Silverado that would have better matched the Tundra and likely led to the Silverado scoring higher. We admit, the Silverado may not have won the comparo even if it had been configured to better match the Tundra, as Toyota's powertrain is particularly strong and fuel efficient. In the end, however, we believe the consumer would've been better served by reading about an evenly-matched contest.
On CR's second point, that it typically tests versions of vehicles that most regular consumers will buy, we concede that is a good strategy if the plan is to offer a review that will benefit the largest number of consumers. That's fine if a single vehicle is reviewed, but totally inappropriate for a comparison test. As a consumer, why would I want to read a comparison test of trucks that aren't similar? It would like reading about the Honda Civic versus the Saturn Aura. Comparison tests, at least to us, are not about comparing what people buy, they're about advising what people should buy based on an equal comparison.
CR also gave the Tundra a predicted reliability rating of Very Good based on the reliability of past Tundras and Toyotas in general. The Silverado was labeled as too new to predict its reliability. In our eyes, the Tundra should have also been labeled as too new to predict its reliability, considering it is an all-new model built at an all-new assembly plant in San Antonio, TX. Mechanically speaking, the Tundra of today is completely different than the previous Tundra on which CR's reliability scores were based. The Tundra has also suffered 20 cases of reported camshaft failures in models equipped with the same 5.7L engine CR tested.
We still have a lot of respect for the hardworking people at Consumer Reports and value their opinion, but in the case of this half-ton pickup comparo, we believe its value is limited.
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Reader Comments (Page 1 of 6)
Red Star 2:12PM (8/10/2007)
Consumer Reports SUCKS !!!
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John Neff 2:18PM (8/10/2007)
Your point is particularly unenlightening. Thanks for taking the time to share.
Don 3:33PM (8/10/2007)
What? He's not right? How can you trust CR after this crap?
lotussystem1 4:47PM (8/10/2007)
I live in louisville Ky (which is a Ford F150 factory town) I pulled up to a bunch of good ole boy's the other day driving this New 2008 Toyota Tundra and I asked this guy what made him buy the Toyo over the Ford f150. With a cigarette in his mouth this guy said "What I aint good enuf for this truck"!! I swear I laughed my ass off and he was serious. So I quickly let him know I thought the Toyo was a sweet ride and congratulations.After a few more questions and some general statements. I see now what is going on American's are sick of hearing about Ford & Gm and all their problems blah blah blah and the situation is starting to create a negative view of our Auto companies as charity cases and that is affecting their perceived quality and status. People just want a sweet truck that has a good vibe and no pressure to buy it! How simple is that? These statements btw came from the horses mouth.
CR Sucks. 8:25PM (8/10/2007)
Lotus...are you on something? If American trucks were SOOOOOOOOO bad, Ford would not be selling over 800k trucks a year. And GM would not be selling close to 1 MILLION a year. Sure sales are down but that's because the market is slowing and you also have to factor in the whole housing issue. Tundra sales are up you say? Well, compare the current truck to the last one. That's why sales are up. And how do you know that guy wasn't just some tool who likes the truck image? I know people like that and whenever a new truck comes out or some special edition rolls onto lots, they are flocking to the dealer to buy one. I bet that guy either had an F-150 or a Ram before. And possibly a Titan.
And if people were so sick of hearing about Ford and GM, they wouldn't be flocking to their new products. Sure, Ford and GM are still having troubles but both companies predict they will be out of the red in just a couple years. And if things continue to go south with Toyo, they could end up being in a bad situation soon. Their recalls have piled up and their quality is going down the toilet.
And BTW...this comparo was a joke. CR blows.
Bob Suruncle 10:25PM (8/10/2007)
Why, because they don't say what you want them to???
This post is akin to "FIRST POST"
TriShield 2:13PM (8/10/2007)
They do have a point, and their evaulations of vehicles are very clinical and unbiased. I appreciate CR's methodology and value their opinion when it comes to automobiles.
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AMGoff 4:10PM (8/10/2007)
I sure hope that was sarcasm.. yes it has to be sarcasm... for the love of God, let it be sarcasm.
The last time we listened to CR was when we bought a new vacuum cleaner, it broke after three weeks.
CR may have found their niche back before the days of the internet but now most people just see them for the sad, biased POS that they are with even less credibility than the 'dub, if that's even possible.
AMcA 10:31PM (8/10/2007)
I bet this guy's great at parties.
Blahhhh 2:14PM (8/10/2007)
God, can't we just drop this? Who the hell uses a huge pickup truck and goes home and reads Consumer Reports at night? Besides, the Tundra still got a lower score than the Avalanche, to everyone who thinks CR hates America and looooves Osama.
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The Other Bob 9:48PM (8/10/2007)
"Who the hell uses a huge pickup truck and goes home and reads Consumer Reports at night?"
People with a Camry on one side of the garge and a Tundra on the other. Also, I am betting, the Tundra is their first truck.
jezza 2:18PM (8/10/2007)
There's a reason people think CR sucks. why was that again? oh, i forgot...
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jeremy_f 2:22PM (8/10/2007)
Nice sarcasm, TriShield.
At least I hope that was sarcasm...
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Ivey League Educated 2:25PM (8/10/2007)
From that pic the Tundra looks tall, chiseled and athletic while the chevy looks like a droopy, beer gutted and lazy.
Probably a good indication of who will be driving them...
;)
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Ligor 2:37PM (8/10/2007)
my thought exactly
hotrod 2:47PM (8/10/2007)
Um, what part of the humpy bumpy styling trainwreck that is Tundra looks chiseled?!
I'm not a big fan of the new Chevy styling either, but the Tundras just look like big, bloated guppies. Or tadpoles. Yes, tadpoles.
Ford is definitely the most competently styled of the group, imo.
Rodrigo 3:48PM (8/10/2007)
All pickups look like turds, so why discuss this?
loren 4:06PM (8/10/2007)
Where do you see chiseled on this truck? It looks like someone too a heap of playdoh and molded this ugly piece of crap together.
Stoneman 2:32PM (8/10/2007)
Consumer Reports has as much street cred as those monkeys over at Forbes Auto.
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PakieMak 2:37PM (8/10/2007)
I do read consumer reports, and I do value their judgments on may products. But they are sometimes wrong. This is a clear case that they started a challenge between two products, which were not fairly equal.
The common person is going to read "toyota beats chevy and ford", but they will not read that the toyota had better options while the ford and chevy had base options.
Consumer Reports should see what is the better sports car... the celica or the corvette. 10 to 1 they pick the celica.
I also remember reading somewhere that the consumer reports analysts prefer toyotas over domestic brands.
I will continue my subscriptions with CS, because they are sometimes right, and at least will give me clear numbers. Also the new ford super duty is a beast, but I prefer the avalanche. That is a great all-around truck... with room for adults.
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