Toyota has unleashed a vehicle the likes of which will have Chevrolet and Ford shaking in their work boots. Already, Chevy accelerated the debut of the new Silverado to compete with the Tundra’s coming-out party.

A dominant force in the sedan and crossover categories, Toyota is taking dead aim at the one segment still dominated by Detroit — pickup trucks. Engineered in Michigan, designed in California and built in Indiana and Texas, the new Tundra is an all-American truck aimed at all-American truck owners  — dubbed “true truckers” by Toyota — like construction workers, farmers and ranchers.

While you may have seen a few television ads for the Tundra (the “big brakes” spot comes to mind), don’t anticipate a huge media push from Toyota. As they did with the Scion brand launch, Toyota is taking it to the streets, rather than to the mass market. Expect to see Tundra at sportsman’s expos, fishing tournaments, NASCAR events, sponsoring country music concerts and football halftime shows, and in other manly outlets as part of a vertical marketing strategy.

Through common sense and research, Toyota determined that for this segment of buyers, a truck must be, above all, functional. For many owners, the truck is a mobile office, worksite and, often, a family car. Tundra addresses all of those needs in ways both big (huge brakes, massive towing capacity, available four-wheel drive on all models) and small (bigger door handles for easier opening with work gloves, a center console that can store a laptop or accommodate hanging files, 12 inches of storage behind the Regular Cab seatback for tool boxes or a five-gallon bucket, a built-in toolbox on Regular and CrewMax models, telescoping side mirrors). Not least of those is the new CrewMax, with the segment’s only sliding and reclining rear seat, plus under-seat storage.

Other segment firsts include standard front seat side and roll-sensing airbags, standard vehicle stability control with integrated active traction control, and standard manual tilt and telescoping steering wheel on all models.

With wheelbases ranging from 126.8 to 164.6 inches, the new Tundra is the biggest truck Toyota has ever built. As a result, dealerships are widening showroom doors, expanding service bays and increasing lift capacity. In all, buyers have 31 configurations to choose from. Engine choices include a 4.0-liter V-6, a 4.7-liter V-8 and a massive 5.7-liter 381-horsepower iForce V-8 with 401 pound-feet of torque and a maximum towing capacity of 10,800 pounds.

The bigger V-8 comes paired with a new, excellent six-speed automatic transmission. Others are equipped with a five-speed automatic. On steep downgrades, I barely had to touch the brakes as the transmission smoothly downshifted and held to the lower gears. The Tundra performs well, with very little adverse road feel for a truck. With the 5.7-liter iForce V-8 on the regular cab, standard-bed model, the Tundra just flew during my road test. While this is probably the most unnecessary and unlikely configuration, it’s definitely the most fun.

Other options include three cab sizes (Regular, Double Cab with forward-hinged rear doors and the cavernous CrewMax, which makes the Dodge Ram’s MegaCab seem almost small) and three trim levels (DX, SR5 and Limited). There are also three bed lengths and three wheelbases.

The base DX trim level is available only on the Regular Cab, and includes a 40/20/40 split bench seat with the passenger side folding flat, dual-zone climate control and two 12-volt power outlets. Upgrade to the SR5 (which is the standard trim for the Double Cab) and you get chrome bumpers and grille, eight-way adjustable driver’s seat, cruise control, power accessories, upgraded upholstery, intermittent wipers and remote keyless entry. The Limited gets you power-retractable, heated side mirrors; an upgraded JBL audio system, Bluetooth compatability, heated leather seats, trip computer and more. A navigation system with a wide-angle rearview backup camera is optional on all models. Also available are a Sport Appearance Package and a TRD Off-Road Package. While the price of a new Tundra starts at around $22,000, it can get expensive quickly, with a fully loaded 4x4 CrewMax with all available options topping out close to $48,000.

A quick word about the CrewMax: at a recent press event, its introduction was the most closely guarded secret in automotive history. OK, I’m exaggerating — but not much. To be sure, it is impressive. The rear seat offers 44.5 inches of legroom (12 more than the Double Cab), 38.7 inches of headroom and 65 inches of shoulder room, the seats recline and slide and there’s still room to store stuff behind the seats. It’s huge, and truly functional as both a work truck and a people-hauler. The trade-off is that it’s only available with the five-and-a-half-foot short bed. But, those who regularly alternate between the worksite and familial duties will appreciate its versatility. The availability of the rear seat entertainment system on CrewMax styles only solidifies its place as the family vehicle of the lineup.

Stylisticly, the Toyota aimed to “go beyond the stereotypical work truck,” and I think they succeeded. Attractive and sporty looking, the Tundra has a unified body shape, with the hood, cab and bed smoothly integrated into one another. A forward-slanting C-pillar was designed to accentuate the sporty feel.
The new Tundra is a workhorse, and possibly the most important vehicle introduction of 2007. It remains to be seen whether Toyota can bring those Dodge Ram, F-150 and Silverado loyalists into the Tundra fold, but we think it won’t take more than a test drive to accomplish that feat.

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