Power Profile:Toyota Tundra

Christian Wardlaw | Jun 07, 2016

Starting this fall, the Toyota Tundra will, officially, become the oldest full-size, light-duty pickup truck you can buy. The design and engineering date to 2007, and while Toyota gave the Tundra a significant refresh for the 2014 model year, it wasn’t enough to boost this beast from the performance and design rankings basement.

In the J.D. Power 2015 U.S. Automotive Performance, Execution and Layout (APEAL) Study,SM the Tundra ranked fifth among five large light-duty pickups.* Changes for 2016 could help, coming in the form of a larger 38-gallon fuel tank for certain versions, upgraded infotainment systems, and an integrated trailer-brake controller for trucks with the 5.7-liter V-8 engine.

If you’ve ever wondered who buys this pickup truck, and what buyers like most about them, this Toyota Tundra Power Profile will provide some insights.

Who Buys the Toyota Tundra?
As is true of all buyers of large light-duty pickup trucks, Tundra buyers are primarily men (92% vs. 91% for the segment), earning a median annual household income of just over $106,000.

Where Tundra buyers diverge from segment averages is in the age demographic (53 years vs. 55 for the segment). Moreover, 46% of Tundra buyers identify themselves as members of Gen X (born 1965-1976) or Gen Y (1977-1994), compared with 39% at the segment level.

Tundra buyers are more concerned about durability, with 75% strongly agreeing that their first consideration in choosing a vehicle is reliability (vs. 66%). They are less concerned about fuel economy and the environment. Just 37% of Tundra buyers agree that their first consideration when choosing a vehicle is miles per gallon (vs. 54%), and only 42% agree that they are willing to pay more for a vehicle that is environmentally friendly (vs. 48%).

“Buying American” is less important, too, though the Tundra was designed and engineered in the United States and is built in Texas with a substantial number of U.S.-sourced components. Only 50% of Tundra buyers agree that they prefer to buy a vehicle from a U.S. company (vs. 82%).

What Do Buyers Most Like about the Tundra?
Based on the results of the 2015 U.S. APEAL Study, and according to the people who own one, the five most appealing attributes of the Toyota Tundra are (in descending order) engine/transmission, exterior styling, driving dynamics, interior design, and visibility and safety.

*The Nissan Titan was not rank-eligible due to small sample size.

Additional Research:

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