The Tundra tailgate issue was first reported by owners themselves on the TundraSolutions.com forum. According to Levine who watched in real time as more and more owners organized on the forum, gathered evidence and eventually started an online petition, there has never been a movement like this begun and carried out by owners themselves to have an automaker address a grievance. And it worked, too! For it's part, Toyota is doing what it should be doing at this point: promising to fix the problem. It can't go back in time and change what caused the "rumble strip" issue in some transmissions or a batch of tailgates to experience metal separation, but it can fix those issues on trucks that have already been sold to both loyal and new Toyota customers alike. Nevertheless, the fallout from these quality issues will still be felt by Toyota, which has yet to back down from its goal of selling 200,000 Tundras this year.