Toyota Needs to Step Up!

This is a fair point. There is a difference between a higher trim or special edition and a full on accessories strategy. I would say Ford is the master of the special edition:
https://jalopnik.com/ford-is-officially-addicted-to-special-editions-1845048129

I wish that rather than going after the market for tire covers that say "all who wander are not lost," Jeep focused a bit more on reliability (older data but all I could find quickly):
https://ca.finance.yahoo.com/news/car-brands-compare-reliability-164413195.html

 

He probably drives a Ridgeline.

 

But they could easily (relatively speaking I suppose) add slightly larger, more aggressive tires, a front locker, and MAYBE sliders on the Pro model. With its upgraded suspension and optional snorkel, that would really set it apart from the rest of the lineup and be a true competitor to the ZR2, Gladiator Rubicon, and Ranger Raptor straight from the factory.

 

My truck for attention lol

 

everyone votes with their $$$$$$$$$

if a man is being objective he doesnt follow the crowd.........................its GOOD to have Choices


if there was a better truck for what i had in mind

id a Bought the better truck

 

looks solid

 

There was zero hate on my part, just a correction for his logic. Here's how it works:
To have a successful car company, or anything made really, you can choose three business models:
1. Make your margin on the front end
2. Make your margin on the back end
3. Make a skinnier margin on both the front and back end.

In choice one, you make a quality product and charge more upfront on the sale.
In choice two, you make an average product with lots of bells and whistles, market the hell out of it and sell for cheap, knowing you can make it up in parts later on.
In choice three, that's the "me too" guy. He makes a decent product, gets a little up front and sells some parts.

Now let's put some names to the choices:
1. Toyota, Honda
2. Jeep, Landrover
3. Kia, Hundai,

There are a lot more examples, but think about this... I am going to buy a new full size pickup. I look at Ford, Dodge, GM and Toyota. Ford, is offering me a $10K discount off sticker. GM is offering $12K off sticker and a reach around. Dodge is offering me a $12K discount and free gas for a year. Toyota is offering me a $500 loyalty discount off sticker lol and a free tank of gas.
Now, we could argue that the big discounts were simply because they increased the sticker and once the discount was applied it brought the price in line with the other guys. I don't think so. I think some of that is true, but some of that is calculated loss because they know they will be selling parts at a huge margin for that vehicle in a few years. Different business models and sorry to ramble!

 

Gonna be honest with ya OP

TOYOTA IS NOT KNOWN TO TRY AND KEEP UP WITH THE JONES'

They do small safe changes over time. Why? Because it works. Its safe. Its a significantly smaller risk vs reward problem they are pretry good at.

If you want new whatever the f-on a midsized truck a tacoma is not on your category.

 

I like your thinking. But let's play devil's advocate for a second. Don't get me wrong -- I do like your thinking. But if we were Toyota product planners here is how that conversation might actually go in the design meetings:

1) Bigger tires. Got it. But why should we pick larger tires when there are a lot of good options out there. Wouldn't it be better if we let our customers choose? What ever choice we make we will definitely alienate some people. Plus, we need a scalable supply of 100K of them or so. Better to stay out of that debate and put a proven tire on the truck that we can scale and if people don't like it they can choose what suits them best.

2) Front locker. Hmm ... why introduce such a risk? We should look into developing it but it will cost $100M to design and test for what percentage of our vehicles? Put that on the nice to think about planning list for 2024 and beyond. Good idea. Let's capture it and move on.

3) Sliders. Hmm ... do we design our own? Is there risk in saying we put sliders on the truck and guarantee it won't be damaged if going over borders? Do we partner with a brand on sliders? Who do we pick? Or do we create the holes for bolt ons and let our customers choose? We are weighing the nice feature and the risk against the idea that there are a ton of great after market sliders that our customers can pick and choose from? Why get into that game when there are plenty of options out there that seem better? I mean look at our Raptor steps. Half the people hate them !

 

they used to Build em & SELL them with NO rear bumpers

NO options

there were MORE mid sized trucks running around then than Now !!!

Toyota dont owe any1 anything

peeps are Always comparing Tacomas to F150................got their underwear twisted in knots up their cracks

Tacoma is leading mid sized seller

no reason to buy 1 if it aint what U want !!

with more driving them everyday.................more the way Toyota builds them

 

Ha ! Not unreasonable. Two observations:

1) I think you see Kia and Hyundai moving into the first category. Thus putting extreme pressure on Toyota. I know Hyundai is making them very nervous.

2) The Ford and Landrover model is to make margin on the front end (sales) and the back end (service and accessories).

 

Average, I’ve got $5 on zero OEM front lockers on any Tacoma in the 2020s. Send me your address when it happens if I’m wrong and if CA isn’t burned to a crisp. The bet is null and void if I’ve already moved to AK for the end of days plan and gone off the grid.

 

NO 1 is worried about Hyundai /kia

they been bluffing years bringin out a pickup................... likely to be crossbred with 1 of their car model platforms

landrover/defender go their own way

second guessing only gets U second

 

Except for one thing -- they know they need to keep up. Ford is putting pressure on them and they know it. The Ranger has startled them and the Bronco has them concerned. People might not shop a Bronco against a Tacoma (although some will) but from a product line up perspective the Bronco / Ranger / F150 is compelling against a Tacoma and Tundra. Toyota knows this and also knows they need to elevate their game -- which is why the next generation Tundra may push them out of their comfort zone (hybrid, etc.).

Remember ... Toyota also created the FJ and launched Scion and Lexus ... so it is not like they completely ignore the market realities or the so-called Jones's.

I would bet good money there is a group at Toyota now looking at the Tacoma (and their overall truck offerings) and thinking through competitive responses.

Good discussion, though. Lot of fun to kick around without getting all serious ... thanks OP !

 

You're not wrong, but if other companies can do it, SURELY Toyota can do it.

For tires, just use what the other companies are using, Duratracs or BFG. Both are better options than the current tire. If my OR had come with either of those (especially in a 32), I wouldn't have upgraded on the way home from the dealer.

I believe they have offered factory front lockers on some LC models, so they at least have something to start with.

Sliders, yeah for sure good questions. Partner with an existing aftermarket company for bolt on sliders as an option. Pedator steps would also be an option.

If the marketing guys answer is just, "Aftermarket has it covered" there's really no need for an upgraded stereo option or head unit either.

 

I wont let you down Ho.

Hows that? I hope i did ok.

 

Ha ! We are in agreement. My point of "we should look into developing it ..." is corporate speak for no way is that going to happen in our lifetimes ... we are in the same page ... And I sincerely hope my Cali guys are not burned to a crisp ... !

 

Toyota won't do a Front Locker, the possibility of User Error is too high which would lead to higher warranty claims.

 

No doubt the midsized market was 2 vehicles for several years. Just an entire market dominated and other companies saw it and brought it back.

That being said, toyota already has the next gens laid out. whatever they decided (by the looks of it hybrid and a rumored TT) are the direction toyota chose over a diesel.

I personally owned a 99 regular cab 5 speed manual ranger and it was GREAT.

The new ones were exciting until I got around them. A lame European design and underwhelming everything.

Edit: ford crushed R&D for the ecoboost trademark and the 2.7 EB is quick as hell. Can only hope the 2.3 with 7 speed manual bronco hits at a time where people are still nuts deep in the overland offroad whatever thing and can keep it around, cuz that thing has some serious potential to be one sweet ride

 

I guarantee you that I don't know much. But I do know that both Toyota and Honda are shaking in their boots about the rise -- and the product transformation of Kia and Hyundai. They don't need to bring out a truck to put enormous pressure on Toyota. Press their margins on sedans and SUVs and steal market share and overall the company has far lest to invest across the entire product portfolio.