Toyota's T100 debuted in 1993, marking what some have called the company's most significant marketing initiative ever—entering the full-size truck market dominated by Ford, General Motors, and Dodge. Although highly competitive in the areas ...
Toyota's T100 debuted in 1993, marking what some have called the company's most significant marketing initiative ever—entering the full-size truck market dominated by Ford, General Motors, and Dodge. Although highly competitive in the areas of fit, finish, and ergonomics, the T100 has not made significant inroads against its domestic competitors, and has even fallen short of Toyota's modest expectations. Make no mistake, the T100 is a big truck, with dimensions comparable to the domestic competition. Built in Japan, the T100 suffers not only from an unfavorable currency exchange rate, but is subjected to a 25 percent import tariff, significantly raising its price. In addition, no V8 engine is presently offered, a liability in a market where most buyers expect V8 power plants. Although sales have been slow they have been steady; Toyota has offered large dealer incentives in an effort to maintain sales volume and presence in the marketplace.
