Toyota kicks off Tundra marketing |
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Thu, 01 Feb 2007 17:23
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DETROIT (AFX) - Toyota Motor Corp. on Thursday announced a marketing push for its Tundra pickup that the Japanese automaker hopes will reach truck buyers in America's heartland.The new Tundra is a sign of Toyota's ambitions in a lucrative sector dominated by American automakers. General Motors Corp. and Ford Motor Co. both have said they will continue to fight to hold their shares of the truck market.Toyota said it plans a pair of Super Bowl ads to kick off the launch of its redesigned Tundra, followed by a marketing campaign the company described as its largest ever.As part of the effort, Toyota plans a presence at hundreds of events to show off the capabilities of the truck, including BASS fishing tournaments, the Brooks & Dunn concert series and rodeos.'The success of the new Tundra ... will require selling the Toyota brand,' Jim Lentz, executive vice president of Toyota's U.S. division, said in a statement. 'We need to reach truck buyers who previously never considered a Toyota product.'The Tundra regular cab and double cab models hit dealerships this month, while the CrewMax versions arrive in March.Toyota last year unveiled a new plant in San Antonio to build the Tundra, which also is built in Princeton, Ind.Copyright 2006 Associated Press. All rights reserved. This material may not be published, broadcast, rewritten, or redistributed.
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Toyota prices Tundra pickup above rivals 