TRUCK BUYERS ARE DUMPING THEIR "AMERICAN" PICKUPS FOR THE TOYOTA TUNDRA

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The Toyota Tundra is experiencing a significant surge in market share, notably surpassing Ram in the full-size half-ton pickup segment, reaching a peak of 15% in early 2024. This growth is attributed to a high conquest rate, with more owners of domestic trucks (Ford F-Series, Chevrolet Silverado, Ram 1500) trading in for the Tundra than vice-versa. Despite this success, the Tundra faces scrutiny due to recalls concerning its twin-turbo V6 engine, casting a shadow over its traditional reliability reputation. Interestingly, Tundra buyers are paying a premium, with monthly payments exceeding competitors by over 20%. The video also touches on Toyota's broader European market gains and its strong commitment to hybrid technology, especially in North America, positioning hybrids to dominate its sales by 2030, partly as a hedge against potential EV policy shifts.