After a rocky start, the Tundra pick-up truck has “hit its stride this month,” according to Jim Lentz, Toyota Motor Sales executive vice-president. Its sales were up in June to 21,727, a 146% increase over the same month a year earlier.
So, is this good news for Toyota?
Or no big deal?
Toyota introduced a new Tundra in February. So comparison of current sales to those of the previous year are deceiving – the previous Tundra was a very old design that was never popular in the American market.
Moreover, the improved sales for June coincide with a Toyota incentive campaign that put a $3,000 incentive on sales of the new Tundra. And, of course, the Tundra is bucking a declining market in heavy pick-up trucks, just as are Ford, Chevy, and Dodge.
Selling 21,000 trucks doesn’t make Toyota a big player in the market, either. Though General Motors’ sales of trucks were down 25% in June, they still amounted to 187,949 trucks. June sales of the F-Series pickup dropped 0.5% over a year earlier, which would mean sales of over 160,000 trucks in the month.
All of the sales figures are adjusted for the extra selling day in June, 2007 over the same period in 2006.