Toyota Lowers Tundra Prices, Expands Lineup With New Tundra-Grade Trim Level
By: Jason Teller Posted: 10-02-07 15:32 PT
© 2007

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Toyota has passed along the word to its dealers that thirteen new 2008 model year Double Cab and CrewMax versions of its Tundra full size pickup are on the way, with lower price tags and a new trim level - Tundra-Grade.

In a memo to its sales network, Toyota's Truck and SUV Corporate Marketing Manager, Brian Smith, announced, "The new 2008 Tundra-Grade 4.7L Double Cab lists for $24,860 - that’s nearly $2,000 less than last year’s lowest-price 4.7L Double Cab. But, rest assured, this is not a stripped-down work truck. The new Tundra-Grade models are very similar to the SR5 models they are based on, with essentially the same options lineup, but at a much, much greater value."

Compared to the previous entry-level SR5 trim package, Tundra Grade appoinments will do away with standard 18-inch styled wheels, the tow package, and chrome bumpers. Buyers will have to pay extra for those features. Base MSRP will drop from $28,110 to $26,050.

Overall, a 2008 Tundra-Grade Tundra (a bit redundant there) will sticker at $1,670 less than a comparable 2007 SR5.

SR5 buyers will now receive power bucket seats, a 6-disc CD changer, and the cold kit with heated mirrors at no additional cost. Buyers paid $995 for that same equipment set on 2007 model year Tundras.

The price of the optional TRD Offroad Package is going up. It will list at $2,340, a $995 increase compared to 2007 Tundras.

Toyota's Press Release:

Toyota Motor Sales, U.S.A. (TMS), Inc. expanded the Tundra full-size pickup truck lineup for 2008, adding 13 new model variations and enhancing standard equipment levels to create a greater value. The 2008 Tundra now offers a choice of 44 model variations in three cab styles. Since its introduction in February 2007, Tundra's share of the half-ton full-size pickup truck segment has more than doubled, going from eight to 17 percent.

"Tundra has been an outstanding success for Toyota and its dealers, and additions to the 2008 model line are intended to maintain our momentum," said Bob Carter, Toyota Motor Sales group vice president and Toyota Division general manager. "Despite tough market conditions, Tundra retail sales were up 57.9 percent through September YTD, and we are on track to achieve our goal of 200,000 unit sales for 2007."

The biggest change for the 2008 Tundra is the increased availability of the two most popular cab styles – Double Cab and CrewMax – in the newly named "Tundra Grade," to increase their appeal to price conscious customers. Previously, these four-door models were available only in the intermediate SR5 and top-line Limited Grades. The new Tundra Grade, positioned just below the SR5, is equipped with all of the key standard features consumers expect in their truck, adding up to a great value.

Toyota is bolstering the value of the Tundra SR5 Grade Double Cab and CrewMax by increasing standard equipment. For 2008, these models include the previously optional power bucket front seats, AM/FM stereo with 6-disc CD changer, cold kit, heated mirrors, and mud guards as standard, at a lower price than for a similarly equipped 2007 model.

The Tundra Limited Grade Double Cab and Crew Max models add the formerly optional front and rear parking sonar, cold kit, and mudguards to the standard equipment list, all at a lower price. Finally, the Tundra Grade regular cab model features more rugged work truck styling for 2008, with a new chrome bumper and matte-black grille surround replacing the shiny black front bumper and grille surround.

The Tundra line-up sets a new benchmark in the full-size pickup truck segment for performance, capability, and standard safety features. The 2008 Tundra is available with 4x2 and 4x4 drivetrains and offers three cab styles, three wheelbases, three bed lengths, three engines, and three trim levels.

The Double Cab is the top-selling volume Tundra configuration, accounting for 68-percent of non-fleet sales. The larger CrewMax accounts for 26 percent of Tundra sales. Tundra's available 381-horsepower i-Force 5.7L V8 is one of the most powerful engines available in a half-ton full-size pickup and is chosen by 72 percent of customers.

All Tundra models feature the Toyota STAR SAFETY SYSTEM as standard equipment, giving Tundra one of the most comprehensive suites of standard safety technology in the full-size pickup truck category. The system includes ABS, Electronic Brakeforce Distribution (EBD), Brake Assist, Vehicle Stability Control (VSC) and Traction Control (TRAC).

The manufacturers suggested retail price (MSRP) for the 2008 Tundra Regular Cab ranges from $22,290 for the Tundra grade 4x2 with V6 engine and five-speed automatic transmission, to $27,770 for the long-bed 4x4 with 5.7L V8 engine and six-speed automatic transmission.

Tundra Double cab MSRP ranges from $24,715 for the Tundra grade 4x2 with V6 engine and five-speed automatic transmission, to $38,770 for the Limited grade 4x4 with 5.7L V8 engine and six-speed automatic transmission.

Tundra CrewMax MSRP ranges from $27,685 for the Tundra grade 4x2 with V8 engine and five-speed automatic transmission, to $42,070 for the Limited grade 4x4 with 5.7L V8 engine and six-speed automatic transmission.

2008 Tundra will begin arriving in dealerships in mid-October. The addition to the Tundra lineup consists of 13 all-new "Tundra grade" models for each of the Tundra SR5 Double Cab and CrewMax models.

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