Toyota Isn’t Concerned About a Little Pickup Competiton

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Toyota Tundra

The light duty pickup truck segment is as competitive as ever before, but Toyota (NYSE:TM) — at least, one of its chief executives — isn’t concerned about the updated competition. Bob Carter, the senior vice president of automotive operations for Toyota’s U.S. division, has been more publicized recently for responding to critics of Toyota’s hydrogen initiatives.

Toyota will “sustain” last year’s sales levels of the two models — the Tundra and the Tacoma — this year as well as next, Carter said, according to Wards Auto. Next week, the company is pulling the curtain back on its new performance line, TRD Pro, which will include off-road versions of each of the aforementioned vehicles.

that’s in the face of a new Chevrolet (NYSE:GM) Silverado, a new GMC Sierra, and a heavily redesigned Ford (NYSE:F) F-150, due to hit showrooms later this year. To top it off, a new Chevy Colorado and GMC Canyon will be playing in the largely deserted field that the Toyota Tacoma until now has enjoyed more or less to itself.

A new Ram 1500 packing a six-cylinder diesel engine will also be challenging Toyota’s Tundra, while a new Nissan (NSANY.PK) Titan — also rumored to be packing a diesel option — will be making its first appearance at the Detroit Motor Show early next year.

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