Toyota takes plunge into full-size trucks with Tundra.
Air Conditioning, Heating & Refrigeration News, September, 1999
There isn't much doubt which segment the new Toyota Tundra is competing in. Press materials repeatedly mention the Toyota Tundra full-size pickup truck.
The knock in the past has been that Toyota's pickups, namely the T100 and the Tacoma, were really only pretenders to the full-size segment many contractors love so dearly.
It's no wonder the Japanese automaker is coveting this, the largest selling segment among either cars or trucks in the United States. Trucks are where the growth market has been for several years now.
"First and foremost, Tundra will deliver true full-size pickup truck capability," said Don Esmond of Toyota.
At first, it seemed that Toyota just wasn't getting it. It introduced pickups that were almost full size,...
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