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Report: All-new Tundra to bow 2014

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Report: All-new Tundra to bow 2014

By Mark Kleis

Just a few years before Toyota brought the full-size Tundra to market, top brass at the automaker were quoted as saying that they would leave the full-size trucks to the American automakers. Then, just a few shorts years later the automaker had an apparent change of heart when it decided to bring the Tundra from mid-size to full-size.

In doing so, Toyota planned on substantial sales in the U.S. – hoping to sell 200,000 copies of the full-size 2007 and newer version of the truck annually from launch. In reality, the automaker only managed to even come close to that target in its launch year, moving 196,555 trucks. By the next year, sales dropped a substantial 30 percent, falling 59,306 units to 137,249 trucks sold for the year. In 2009, Toyota suffered an even larger drop to a total annual sales figure of just 79,385 trucks – a drop of 42 percent compared to the previous year, and a staggering drop of 60 percent from Toyota’s projected annual sales total.

The Tundra’s sales drop forced the automaker to consolidate production from two plants with a potential output of 300,000 Tundras per year to a single plant, dropping capability by a third.

But despite the Tundra’s struggles, sources have told Pickuptrucks that the Japanese automaker is going back to the drawing board, aiming to return with a more competitive product by 2014 – the same time virtually all other automakers are set to debut their latest full-size offerings.

The same sources have also suggested that the platform mate to the Tundra, the Sequoia, will likely not return when the next model Tundra is revealed. Sales for the Sequoia dropped from its best year in 2002 at just over 70,000 units sold, to a mere 16,387 units sold in 2009.



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