The pickup truck. In Texas, you either buy American, or you don't buy at all. That was the thinking for as long pickup trucks had been kicking up dust on the highways and back roads of the Lone Star State. Until now.
Our task was to change that perception. For the relaunch of the completely redesigned Tundra, we had to prove that a "Japanese" truck was better than any Ford, Chevy or Dodge.
Tall order? You bet your boots. But in a year's time after the new model re-launch, Tundra outsold all the other brands combined.
Reshaping The Perceptions of the American Truck-Buyer