Toyota has taken approaches to seek to make the big 4 of the big 3 pickup truck sales in the United States, a high-profit category that has been controlled for decades through Ford, General Motors and Stellantis.
The company’s latest attempt is the new full-size 2022 Toyota Tundra and a new advertising crusade that accompanies it and focuses on anything its U. S. -born competition can’t match: global sales and engineering.
The new Tundra is the first major nameplate redesign in 15 years and is now starting to appear in avid Toyota dealerships. Company executives are the truck’s really extensive innovations: adding a more effective powertrain, a twin-turbo V-6; a new 10-speed automatic transmission that replaces the old six-speed transmission; an optional hybrid system; a new suspension; and an optional 14-inch touchscreen, despite everything, the Tundra will dominate the Detroit Three in the segment.
And they’re in attendance at the new ad campaign, which was recently featured on NFL television screens with an ad called “Born from Invincible. “The meeting exemplifies Toyota’s legacy of building rugged and reliable trucks that serve consumers around the world, offering the corporate with engineering expertise, quality and local adaptation that it brought to the redesign of the new Tundra.
“Given the importance [of robustness and reliability] for buyers of full-size pickup trucks, we think the best message to convey when we introduce the new Tundra,” Lisa Materazzo, vice president of Toyota’s North American marketing group, told me. . . « We did a lot of customer research and looked at the dynamics of the segment and the industry, and then looked at Toyota and our product in particular. What area can we have in this segment?»
Toyota ended up with a position that showcased an impressive stream of Toyota pickup trucks and “moments” of Toyota pickups dating back decades, adding a racing rhino reminiscent of the news policy of tourists driving a 1960s Toyota Australian Troopy FJ45 that survived a rhino attack in Namibia. and a 2017 SR5 Tundra crossing a burning forest, an incident encouraged through reports from a California nurse about her white Tundra to save others from a 2018 wildfire.
There’s also a recreation of a well-covered “event” that many Americans will remember, an elegance from 2012 when a Tundra carried the Space Shuttle Endeavour to its final place at the California Science Center.
Materazzo noted that the announcement is only the first in a Tundra launch crusade that will run through 2022, a crusade that already includes strong support on social media. “We will target active and adventure-driven consumers and focus on how it adds the vehicle to their lives and gives them the confidence to take on those active lifestyles with the new high-performance Tundra,” he said.
The crusade will come with efforts aimed at the vehicle’s particularly advanced new individual features, he said, such as complex protection technologies, as well as the availability of several versions of the new Tundra.
“The full-size pickup segment is evolving with a greater emphasis on luxury, recreation and technology, especially as more and more mid- and large SUV buyers flock to this segment. This is a strength for us, with the functions of Tundra and a wide diversity of qualities We will have a wide appeal.
I have broad interests and delight as a journalist, covering the automotive industry, the customer packaged goods industry, entrepreneurship and others, as well as
I have broad interests and delight as a journalist, covering the automotive industry, the customer goods industry, entrepreneurship and others, as well as politics, culture, media and religion. I used to cover the auto industry for the Wall Street Journal, which nominated me and some colleagues for a Pulitzer Prize for our General Motors awning. I’ve also covered cars for Edmunds. com, AutoTrader. com, Automotive News, and Advertising Age. I am one of the main contributors to Chief Executive mag, Brandchannel. com, Townhall mag, New Nutrition Business mag and the Journal, among others. I hope that having lived in Flyover Country for the most part of my life gives me a well-founded perspective.