Hoping to steal more market from the Big 3 in the pickup segment, Toyota will launch 13 variations of its Tundra lineup at entry-level prices. Toyota replaces the previously known SR5 with a ‘Tundra Grade’ trim level.
As compared to the SR5, the Tundra Grade will get rid of standard features such as a tow package, upgraded wheels, navigation system and power seat.
“These are not stripped-down work trucks,” said Irv Miller, Toyota group vice president of corporate communications. “This will deepen our market and attract more of the work side. It will give us a wider market path.”
Starting in the middle of October Toyota will offer a 2008 Tundra Grade Double Cab for $25,400 as compared to the $26,690 for the outgoing 2007 SR5. The 2008 Tundra Grade Crew Max will start at $28,370 including shipping as compared to the $30,360 for the outgoing model.
Toyota hopes to sell a total of 200,000 Tundras by the end of 2007. Currently, up until September, sales of the Tundra were up 57.9 percent, to 144,480 units.
Source: Automotive News (Subscription Required)
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