2018 Ford F-150 vs. Toyota Tundra TRD Sport - Which Looks Tougher?
Both Ford and Toyota recently released images of their 2018 model-year pickups. With the tag-line "Built Ford tough", we think it is fair to say Ford has a long history of thinking about making trucks look the part. In its F-150 press release headline, Ford uses the following words: Bold, Strength, Tough, Miltary. In its press release about the new 2018 Tundra TRD Sport trim, Toyota used the words: Excitement, Adventure, Performance, and Utility. Our question today is, based on looks alone, which truck maker hits the mark better?
Clearly, automakers want fans and owners to envision their trucks as tough and rugged. Starting at the front, where the expression of aggression is most pronounced, we see that from the top down, Toyota's design has the edge. The hood scoop implies power. Ford's hood is more practical and smooth looking.
As the eye drops lower we see that Toyota Tundra again with a more pronounced grill and larger headlights. Ford uses a horizontal bar across the grill, which is a trick that everyone knows shortens the appearance of a vehicle (works in clothing as well), but widens the appearance of the vehicle. Ford's headlights are clearly more advanced looking, but do they imply toughness, or are they more like jewelry? As we finish off the front end, Ford has the better, "tougher" looking lower front fascia. It appears more workmanlike and the Toyota grill seems to fade here.
Wheels are also a way truck makers express attitude. We have to give Toyota the edge again with its black-inset look. Ford's all silver styling is looking a bit bland. Along the sides, Toyota has a more rounded look with more character lines, and Ford keeps the look plain and simple. A draw.
Which truck looks tougher to you and why?