Toyota must be pretty confident in the latest refresh to their TRD Pro lineup, as they have aggressively slotted the new Tundra just under the Raptor. Although there have been a host of changes to its suspension set up, exhaust and lighting systems, I'm not sure it warrants a price tag of only $895 less than the outgoing Raptor. The latest Tundra has seen a price hike of $3,800 since 2017.
There is a segment of buyers that don't care much for the Raptor, its like the crowd that buys high trim Sierra's, and sales were good enough for GMC to offering carbon fiber bed this time around... that sure says a lot about how buyers differentiate in the pick-up segments. Toyota also has a bigger global reach, just look at what people drive in some of the most remote areas of the world.
Most pickups across the segment have seen substantial price hikes over the past few years. And while the Tundra TRD may not deliver the same level of performance as the Raptor, it has a proven track record for reliability. That being said the double hood scoop looks ridiculous imo.
Toyota seems close to launching a whole new design language for pick ups and rugged products that share similar characteristics.
Soon the Tundra will be part of that. Before it will be an FJ successor. Maybe TRD Pro will take a better direction then?
Their new TRD Pro lineup would benefit from a brand new infotainment system. The cabin design is very outdated, especially when compared to what's seen in new F150's and Ram 1500's. A key selling point of these models is also their incredible high resale value.