That title is part of a message that I gathered today from Toyota’s recent press release. The release is entitled “The 2014 Toyota Tundra Helps Drivers 'Build Anything’ and you may read the release over on Toyota’s press room website.
Toyota is apparently marketing the Tundra to what they referred to as the “evolved trucker”, which they state are those buyers who are interested in enhancing the life of their entire family. Part of the release reads “The new Tundra has been engineered and crafted to deliver full-size pickup truck capability that empowers truck owners all across America to build anything,” said Jack Hollis, vice president of marketing for Toyota Motor Sales, U.S.A., Inc. “The marketing campaign reflects this DIY spirit and genuinely showcases the truck’s versatility.”
However I believe the release will be of interest to the traditional truck guys who have complained about the truck that Toyota has assembled and is attempting to sell for 2014. I draw from the release that anyone who does not like the new Tundra apparently has not evolved enough to appreciate it. They went on to write “The campaign carves out new territory with a truck buyer whose life is much bigger—and fuller—than traditional “truck guy” clichés.”
I've owned five Tundra trucks over the past 14 years but I'm alarmed at what what Toyota has done with the 2014 Tundra. I apparently must fall into the traditional and not evolved enough buyer categories. It’s unfortunate that Toyota has narrowed its focus so much with this build that they must market the new Tundra to an even smaller niche of truck buyers. Ultimately this marketing will do little for the brand other than alienates the traditional Toyota truck buyers who have supported their products for over a decade.