Toyota Tundra Re-Launch

The re-launch of the Tundra in Canada in early 2007 aimed to give Toyota a credible entry into the full-sized pickup category.

Toyota Tundra Re-Launch


Business Results Period (Consecutive Months):

February 2007–March 2008

Start of Advertising/Communication Effort:

December 2006 [Pre-Launch in October 06]

Base Period for Comparison:

Historical Trends

Toyota leads almost every automotive category in most major industrial markets – except the North American full-sized pickup trucks. This is an issue because pickup trucks have been the biggest growth segment in Canada and the U.S., and represent the greatest new volume opportunity for Toyota. And the big Detroit three – Ford, GM and Chrysler Dodge – have decades of brand equity behind them.

The re-launch of the Tundra in...

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