On February 7, all automotive eyes around the country will be on the Chicago Auto Show (CAS). As one of the most exciting auto shows in the country, fans will flock to the 2013 CAS in droves to get a peek at the latest and greatest from some of the world’s largest, most popular automotive brands. Recently crowned the world’s biggest automobile manufacturer for 2012, Toyota is bringing it’s A game to Chicago, ready to debut its latest full-size pickup, the 2014 Tundra.
Although the Tundra still has a ways to go in the eyes of American pickup truck enthusiasts, it has made some strides. The big marketing event for the Tundra in 2012 was the towing of the Space Shuttle Endeavour to its new home at the California Science Center in Los Angeles. At over 300,000 pounds, this feat was nothing less than amazing, proving that Toyota quality pervades every vehicle in its lineup. A lot of excitement and buildup helped spread the word about the kind of high-performing truck the Tundra is, and many people were there to watch.
Competing with the American staples, such as the Ford F Series and the Chevy Silverado, the Tundra sold 101,621 units last year, compared to 645,316 for the Ford and 418,132 for Chevy. The pickup has always been viewed as one of the more “American” types of vehicles, so domestic dominance is expected.
With a new design and technologies to go along with incredible performance, Toyota is hoping that the 2014 Tundra will make more headway into the U.S. truck market in 2013. Whatever the results, the company will continue to push to improve one of the most reliable and innovative trucks on the market in their pursuit of a larger piece of the truck market pie.