Toyota says it will stay way from Big 3’s pickup war

Posted: Oct 07, 2008
Filed under: Chevrolet, Chrysler, Dodge, Ford, GM, Industry News, Toyota

Toyota will be staying away from the pickup sales war this year. According to Toyota’s president of U.S. sales, Toyota will stay away from engaging in a war between the Big 3’s pickups.

“I don’t want to get stuck in the middle of Ford and Chevy battling for the No. 1 truck this year, and Dodge launching the Ram,” Lentz said in an interview at the 2008 Paris Motor Show.

And there’s a good reason why. Sales of the Toyota Tundra fell 60.7 percent last month. Chevrolet, on the other hand, sold 50,428 Silverados falling just 3.9 percent. Ford dropped 41.9 percent while Dodge’s Ram was off 30.9 percent – but we’re guessing that’s because buyers are waiting for the 2009 models to enter showrooms.

Lentz said he doesn’t see a point for Toyota to compete in a segment that fell below 1.5 million units from 25. million units. Makes sense to use Lentz – just stick to compact cars and hybrids.

 

Source: Automotive News (Subscription Required)

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  • Joe
    Toyota underestimated the intensity and loyalty in the Truck market. I've owned trucks from Chevrolet, Dodge, Ford and Toyota. The days when Toyota had the edge are long gone. I'd easily take a Ford or Chevy over the Toyota any day, they get the job done and cost less . In the age where everything goes over 250,000 miles,the Toyota may be just as reliable, but why would I want to pay more for the same service ?
  • Shane T.
    The Tundra is a great truck and arguably the highest quality example available in the US but unfortunately it may have come about at the wrong time especially with the deepening crisis in the US.

    However ... much unlike Ford and GM, Toyota has been smart and not centred it's exsistance around a particular category but instead successfully concentrated in all segments wether it be cars, SUV's, 4x4's, commericals, hybrids, prestiage (Lexus) and so forth which has given them much more 'current' and 'extended term' stability throughout the world then GM and Ford could ever hope for.

    Toyota has the fininacial might to survive the current downturn in the US but the question is ... do GM, Ford or Chrysler ?? I gues the fact that GM and Ford have just lobbied for a $50 billion assistance instead of the original $25 answers that question without a doubt.

    Cheers
  • Rob
    Youch - 60% down? I wonder if Toyota's just saying that won't go overly nutso on incentives, or if they're already throwing in the towel on the Tundra. Besides the folks who build 'em in Texas, I don't think too many people would miss the Tundra. It's a nice truck, but would have made a lot more sense 10 years ago.
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