The new 2022 Toyota Tundra is just a few inches bigger than the Ford F-150. This is for the smallest of the two. In terms of 4-door long bed, the Ford F-150 is a tad bit longer than the 4-door long bed Tundra. This means that Toyota’s intention of entering the pickup market makes Ford probably enemy number 1 in terms of competition. Given that most Tundra owners who owned an older model tundra are more likely to get the new Tundra is pretty likely, we could say the same thing for Ford.
Believe it or not but there are F-150 owners who maybe got their first F-150 back in the 80’s and still upgrade to a Ford F-150. This is called brand loyalty in the marketing world, and it truly works wonders. We see brand loyalty is almost everything. I personally prefer Adidas towards Nike. This means that I always buy Adidas branded products even if Nike presents itself as cheaper.
By the way, check out our latest article on the new Tundra on how to pet proof it for your furry friend.
The same is said in the automotive world. I currently drive a 2012 Toyota Prius and it is serving me well. I can guarantee you that unless no extenuating circumstances present themselves, my next car will also be a Toyota. Brand recognition and loyalty mean absolutely everything to big pharma and Toyota needs to find a safe spot to lean on.
On Facebook’s Tundra Crew group, Steven Burger asked, “What other truck would you have bought if you didn’t get the Tundra?” Now a lot of the answers ranged from Silverado to Cummins to maybe even electric but the number one answer was Ford F-150. What does this really mean for Toyota? This means that in terms of full-sized pickups, if someone is disappointed with the Tundra or if the Tundra is not widely available, people will probably turn to Ford which means less customers for Toyota.
Why does this concern you? People who turn from Ford to Tundra say that the Tundra is better in a lot of different aspects than Ford. This means that if Toyota cannot figure out a way to either cut out the dealer like Ford is doing or make these Tundras more widely available, then Toyota will loose more and more potential customers to Ford or Chevy.
Right now, a used Capstone Tundra is selling on CarGurus for 113k. This is absurd but the funny thing is, people will go on and buy it. It sold just a week after. Another 6-figure sum price was set for a TRD PRO, again sold within the week. Toyota has not yet said anything negative about dealer markups like Ford has but I think that when they start to see that the greed of dealerships is the problem of not mass selling these Tundras, then it will start to see that indeed either the dealer needs to go, or some sort of intervention needs to happen. Perhaps even converting to “Tesla-ism” with using galleries instead of dealerships.
What do you think? What would you buy if you couldn’t or wouldn’t get a Tundra? Let us know in the comments below.
Harutiun Hareyan is reporting Toyota news at Torque News. His automotive interests and vast experience test-riding new cars give his stories a sense of authenticity and unique insights. Follow Harutiun on Twitter at @HareyanHarutiun and on YouTube at Toyota Time for daily Toyota news.