A larger Tundra is clearly what Toyota has in mind, since the new ''compact'' Tacoma is nearly as large as its full-size sibling. But that's down the line.
For now, said Beatty, Toyota Canada is expecting Tacoma to ''play a very important role in leading our efforts.'' Indeed, Toyota insiders say they expect Tacoma to double its share of the smaller pickup truck segment.
Though Toyota executives make this sound like a done deal, it should be no small accomplishment in the face of similarly improved competitive models from Chevrolet, GMC and Dodge. It will help, however, that Tacoma was recently named best new pickup by the Automobile Journalists Association of Canada, since that honor is said to be good at boosting a vehicle's sales.
Notwithstanding the boost from the award, pickup buyers are famously more loyal to a particular brand than the buyers in any segment, and Beatty admits that it will be a challenge to make them move to Toyota.
According to Beatty, the plan is to ''show Canadians that Toyota is as serious about trucks as they are. Fortunately, we're starting from a position of strength. We make excellent trucks, and most of the world knows it.''
Around the world, Beatty noted, Toyota trucks are used in harsh environments, while Canadians have always appreciated them for their ''amenities, comfort and styling.''
But for Toyota to ''boost its share of the Canadian truck market,'' Beatty said, ''you're going to see new emphasis placed on the power, performance, versatility and ruggedness of our truck line-up. This not only includes new emphasis in the design of the trucks themselves, but also in how they're presented to Canadians.''
In the months to come, it will be interesting to see if the marketing efforts surrounding Tacoma will be enough to start the tidal wave of new truck sales that Toyota Canada will need if it's to reach its amazing sales goal of 375,000 vehicles a year.
photo:Toyota Canada
For now, said Beatty, Toyota Canada is expecting Tacoma to ''play a very important role in leading our efforts.'' Indeed, Toyota insiders say they expect Tacoma to double its share of the smaller pickup truck segment.
Though Toyota executives make this sound like a done deal, it should be no small accomplishment in the face of similarly improved competitive models from Chevrolet, GMC and Dodge. It will help, however, that Tacoma was recently named best new pickup by the Automobile Journalists Association of Canada, since that honor is said to be good at boosting a vehicle's sales.
Notwithstanding the boost from the award, pickup buyers are famously more loyal to a particular brand than the buyers in any segment, and Beatty admits that it will be a challenge to make them move to Toyota.
According to Beatty, the plan is to ''show Canadians that Toyota is as serious about trucks as they are. Fortunately, we're starting from a position of strength. We make excellent trucks, and most of the world knows it.''
Around the world, Beatty noted, Toyota trucks are used in harsh environments, while Canadians have always appreciated them for their ''amenities, comfort and styling.''
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In the months to come, it will be interesting to see if the marketing efforts surrounding Tacoma will be enough to start the tidal wave of new truck sales that Toyota Canada will need if it's to reach its amazing sales goal of 375,000 vehicles a year.
photo:Toyota Canada