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

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)