Toyota Tundra named Motor Trend 2008 Truck of the Year
by John Neff on Dec 18th 2007 at 11:05AM 
click image for more pics from our own review of the 2007 Toyota Tundra
Motor Trend awarded its 2008 Truck of the Year award, the last of its three yearly awards, to the Toyota Tundra today. New for the 2007 model year, the Tundra beat out the Chevy Silverado HD, GMC Sierra HD and Ford's line of F-250, -350 and -450 Super Duty trucks. What's interesting about MT's TOTY competition is that because these trucks have such a wide range of capabilities and purposes, they are not pitted against each other, bur rather against specific criteria determined by the magazine's editors. Each is scored in the areas of "superiority", "value", and "significance". They use this strategy in both the Car OTY and SUV OTY award competitions, as well.
While we think the Tundra is the most significant truck that hit the market this season, at least in terms of how it has increased competition in this segment to new levels, we're not so sure that it stacks up as well in the other two categories. For one, it's difficult to call the Tundra "superior" when it's been saddled with a number of quality issues, including most recently its first official recall of 15,600 trucks for a driveshaft issue. And how exactly is the Tundra a better value than its competitors in the class when all can be had with a bed full of rebates and incentives?
Our money was on the F-450 for this award, as the truly super truck from Ford is rather peerless in the market. But we're not the editors of Motor Trend, and it's their award to give to whomever they choose. We're sure they're ready for the onslaught of armchair automotive journalism that's coming their way. Toyota, no doubt, is thrilled with the honor. Expect to see new commercials for the Tundra with those golden calipers on the hood any day now as the automaker attempts a last ditch effort to reach its goal of selling 200,000 units in 2007.
[Source: Motor Trend]
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Reader Comments (Page 2 of 17)
Brian 11:17AM (12/18/2007)
LOL! Poor Neff. You must be ready to pull your hair out with this one.
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rndmnme 11:17AM (12/18/2007)
Motor Trend = Epic Fail
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Charger06RT 11:18AM (12/18/2007)
Huh?
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the marais 11:18AM (12/18/2007)
That Motor Trend article reads like a Toyota press release.
Man, now that Cadillac CTS Motor Trend award does not seem as notable anymore.
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geo.stewart 11:37AM (12/18/2007)
me thinks Motor Trend had to pick a japanese vehicle since they went american on the COTY.
but yeah, this definitely lowers the worth of other awards.
And I thought the Malibu should have won the COTY. It will have a bigger impact in the bread and butter sales than the CTS will against the BMW.
psarhjinian 12:38PM (12/18/2007)
Gee, just figuring out now that any journalist-backed award is pretty much just a marketing ploy?
It's funny to see people crow (or spit venom) over COTY, 10Best, Most Wanted and suchlike. The criteria (only new models, only new or winners from the previous year?) are designed to maximize the marketing value of the winner, not provide any kind of consumer guidance.
If you want to see who makes the best car, you have to look at media that assign objective values to the reviews (Consumer Guide, Consumer Reports), or review cars in context (anyone, though watch out for companies that omit "new cars" from comparisons to avoid offending advertisers).
Now, by those standards, the Tundra is still a very good (perhaps the best?) half-ton truck, and I'd still buy one if I took leave of my senses and/or switched careers, but I wouldn't be using manufactured awards like MotorTrend TOTY or CarAndDriver 10Best to help me come to that decision.
Whitie 1:46PM (12/18/2007)
psarhjinian: Agreed that MT doesn't have much credibility, but you honestly resort to using Consumer Reports? Wow. Maybe the media BS should be scrapped and we should just go to the dealerships and decide for ourselves? No?
Jared 11:18AM (12/18/2007)
I guess Toyota bought a bunch of advertising space in Moron Trend this year...
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TheMac 11:20AM (12/18/2007)
This why the last time I paid or even read an issue of Motor Trend I was 12.. ( I am 24 now )...
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The Other Bob 12:35PM (12/18/2007)
The Motor Trend Truck of the Year, is almost always just the newest 1/2 ton truck that year. Of which there is usually only one new model. Not much of a contest.
Next year the Ram will be new and will get the award. The year after that the F-150 will be new and will get the award....yawn.
Had the Tundra been pitted against the Silverado, which came out a bit earlier and was not eligible this year, it may have been another story.
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iSpec 11:24AM (12/18/2007)
Flub and recall counteractant and Toyota Friend: Motor Trend
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Ligor 1:16PM (12/18/2007)
Hey the Focus won the COTY as well, adn that turned out to be one of the most recalled vehicles in history
COTY award doesn't take into account long term reliability, that's up for you to review not a magazine for car enthusiasts
Eric77TA 11:27AM (12/18/2007)
I guess that Toyota found something else to spend their year-end cash on other than incentives. The problems with the Tundra are becoming nearly legendary. This makes both Toyota and Motor Trend look like a joke. Toyota are probably working hard to correct their problems. Doesn't sound like Motor Trend are.
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MUSASHI66 12:04PM (12/18/2007)
I wonder how many problems have they actually had with the Tundra. I know how many recalls, but how many vehicles have broken down before they were fixed?
Everybody is just talking about the thousands of recalled vehicles, but it seems to me that Toyota caught them on time and fixed them. If you read the article, it said they fixed all the issues expect the tailgate (which they are working on) and the last recall (which only happened on few vehicles before recall was issued).
So, after this, what exactly is better about Silverado than Tundra, when we compare vehicles with same specs?
Russell 12:31PM (12/18/2007)
MUSASHI66
Yea, keep saying that to yourself, while the competition has zero problems and zero recalls.
And one more thing, Tundra is out of its league when it comes to HDs and Super Dutys, you know the league with real trucks.
Blake 12:37PM (12/18/2007)
Musashi66,
Q: "So, after this, what exactly is better about Silverado than Tundra, when we compare vehicles with same specs?"
A: A boxed frame front to back.
Guenther 12:54PM (12/18/2007)
Stop your mindless mewing about boxed frames already- the Big, bad, burly SuperDuty doesn't have one either.
MUSASHI66 1:01PM (12/18/2007)
Blake, you got your answer.
Russel, did you read the article? Did you see that little detail that says "we are not comparing vehicles head to head, but against certain things"? I know that Tundra is not HD, and it does not play in that arena. But it does play in the 1/2 ton, and it is great in what it does.
Few issues that HAVE been fixed from a company that has been super reliable for years VS no current recalls from companies that have been claiming top spots for last how many years? I would still pick the Tundra.
That One Person 5:52PM (12/18/2007)
Geunther...ever take a look at the frame of a Ford Super Duty? It uses pretty thick steel....something the Tundra doesn't use.
Also, while I think the boxed frame argument has gotten old, a boxed frame on a light duty truck is a good thing.
A certain amount of flex is needed in HD trucks and even semis and whatnot. But the work an F-150 or Tundra would do doesn't warrant an HD style frame.
I am sure of the Tundra utilized frame rails made out of thicker steel, it wouldn't "flop" around like it does. I have test driven two. I enjoyed the power and the ride. And while I am not a Toyo fan, I would possibly consider one. But I noticed a ton of flex going up and down driveways and over bumps when I did my two test drives. Heck, our 08 F-550s (and even our 02) rarely flex...and thats with a dump bed on the back.
zakudomgoog 11:27AM (12/18/2007)
hahahahahahahahahhahahahahahahahahaha!!!!
recalls schmeecalls!
me thinks the editors of this fine publication just gave all you japanese car hating bigots a big middle finger.
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