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]