The automaker going through the biggest design revolution in the entire industry will reveal their newest pick-up truck, the 2014 Toyota Tundra, at the Chicago Auto Show in a few weeks.
The newest-generation Toyota Tundra will be unveiled during a press conference at 10:00am EST on Thursday, February 7. As of now, it’s unclear how much of the car has been redesigned – whether this is an all-new overhaul, or more of an aesthetic refresh. If the car were truly all new, it may have made more sense to unveil the truck at the Detroit Auto Show last week (archive here).
Still, the time seems right for a brand new Tundra. The pick-up segment is still as competitive as ever, and Toyota could really use a sales boost to gain some market share that is being dominated by the Big Three.
At the Detroit Auto Show, all three American brands scored major wins with their respective pick-ups. The Ram 1500 was named Truck of the Year, the all-new 2014 Chevrolet Silverado made its public debut, and the outrageous Atlas concept that could preview the 2015 Ford F-150 had onlookers drooling left and right. Toyota needs to make a splash with their truck, or risk being squeezed out.
It will also be interesting to see whether the 2014 Toyota Tundra adopts some iteration of the aggression that other models are embracing. Toyota is desperately trying to amp up their image, as evidenced by the Corolla Furia Concept and spindle grille on all new Lexus models. Does Toyota stick with the power grille that American pick-ups are using, or do they shoot for a totally different direction?
Stay tuned for much more coverage from the Chicago Auto Show in February.