The Most American Toyota Vehicle Ever

By Marty Bernstein
AIADA Contributing Editor

Words like big, bold, muscular and strong are a standard part (that equals cliché, right?) in the lexicon of copywriters’ pickup truck descriptive terms … until now. After the reveal of the new long bed Tundra, add the words behemoth, gargantuan, colossal and enormous … but in a good way.

The two models, designed and destined for fleet and tradesmen’s use, rather than as personal transportation vehicles were imposing and impressive just standing in the Toyota Technical Center Calty Design Studio last week – A Toyota facility that employs 756 persons and represents an investment of $71.8 million when first established in 1991.

Brian Smith, Toyota’s corporate manager for truck operations noted, “The Toyota Tundra is by far the most-American new product launch in our history.” Continuing, Smith listed the facts behind this statement:

•The entire engineering development program was led by TTC engineering in Ann Arbor, Michigan.

•Tundra styling was initiated at the Calty Design Center in Newport Beach, California, and finalized at the new Calty studio in Ann Arbor.

•Tundra’s engines will be built at Toyota’s plant in Alabama.

•Its transmissions will be produced at a production facility in North Carolina.

•With the official opening of the new plant in San Antonio, Texas in November, Toyota will have two U.S.-based full-size truck production facilities.

A few highpoints of the reveal include:

2007 Double Cab Long Bed

It’s the same cab shown at the Chicago Show earlier this year, but with a much longer 8’ bed and with a wheelbase of 165”, the Tundra model is the longest truck in the Toyota line-up. It can carry a crew of up to six plus a heavy load of cargo.

2007 Regular Cab

Not much change from the Chicago Show, but this version has a lot of extra storage space behind the driver’s seat and “the largest interior volume” in its class.

Shared Features

Both trucks revealed will be available in three engine choices, including a 5.7 liter V8 that can tow over 10,000 pounds (five tons right?). Huge payload capacity with 22.2” of bed depth and, of course, the expected six stake pockets, four corner tie down hooks and an optional rail system.

The interior which has several nice design and fabric selections to choose from has features that allow the cab to function as a mobile office when and where needed. And there’s a choice of 4 different colors. There will be many accessories available from navigation systems to a lot more truck stuff.

No pricing information yet, but you can bet it will be very, very competitive. The new Tundra will be in Toyota dealers starting early next year. In fact, Smith allowed, some investigation was ongoing to determine if there were any uncovered areas where trucks could, might, should be sold.

Sep 26, 06:45 AM 2006