Humbled Toyota rolls out new Tundra pickup

The 2014 Toyota Tundra TRD pickup goes on sale in September. Price and mileage haven’t been announced.

Tannen Maury/EPA

The 2014 Toyota Tundra TRD pickup goes on sale in September. Price and mileage haven’t been announced.

DETROIT — In 2007, Toyota trumpeted its bulked-up Tundra as a game-changer that would cut into Detroit’s dominance of the US pickup truck market.

‘‘The truck that’s changing it all,’’ was the tagline from an ad that featured the Tundra pulling a 10,000-pound trailer up a steep ramp.


But the Tundra hasn’t changed much of anything. Toyota learned that unlike car buyers, American pickup owners are fiercely loyal to their Fords, Rams, and Chevrolets. And that Detroit feverishly guards its lead in the high-margin truck business.

Toyota rollled out the 2014 Tundra Thursday at the Chicago Auto Show, minus lofty sales goals or talk of breaking into Detroit’s cash box. The new version goes on sale in September. Price and mileage haven’t been announced.

Get Talking Points in your inbox:
An afternoon recap of the day’s most important business news, delivered weekdays.
Thank you for signing up! Sign up for more newsletters here

Alec Gutierrez, senior market analyst for Kelly Blue Book, said Tundra won’t lure new buyers unless it costs less or offers compelling features to make it different.

The 2014 Tundra has a tougher squared-off look and more aerodynamic exterior, a more comfortable interior, and a long list of practical and luxury features, such as a blind-spot monitor.

But it lacks the type of changes Gutierrez hinted at.


Toyota’s US sales chief, Jim Lentz, does not expect to increase the company’s pickup market share.

‘‘We’re very comfortable with what our volume is in that segment,’’ Lentz said last month.

Truck-buyer loyalty gives companies like Ford — which started building pickups in 1925, or 40 years before Toyota sold its first pickup in America — a real advantage. Last year, 36 percent of F-150 buyers traded in an F-150, ­according to That’s better than the loyalty rate for Toyota’s best-selling Camry sedan. Only about 28 percent of Tundra buyers traded in a Tundra last year.

Associated Press

Loading comments...
Real journalists. Real journalism. Subscribe to The Boston Globe today.
We hope you've enjoyed your free articles.
Continue reading by subscribing to for just 99¢.
 Already a member? Log in Home
Subscriber Log In

We hope you've enjoyed your 5 free articles'

Stay informed with unlimited access to Boston’s trusted news source.

  • High-quality journalism from the region’s largest newsroom
  • Convenient access across all of your devices
  • Today’s Headlines daily newsletter
  • Subscriber-only access to exclusive offers, events, contests, eBooks, and more
  • Less than 25¢ a week
Marketing image of
Marketing image of