It might be no surprise, then, that this Tundra has more than doubled Toyota's share of the big pickup market, compared to the previous-generation, slightly-less-than-full-size model. But double is not enough. Toyota has invested huge in its big pickup, and not just in the vehicle itself, but by re-configuring its assembly line in Indiana and adding a second pickup plant in Texas. So for 2008, Toyota has added more models to the Tundra line and priced the truck more aggressively.

When the Tundra was launched for 2007, the only really basic, no-frills model was the conventional Tundra Regular Cab, with its single-row seating for two or three. In 2008, buyers can choose the most popular Tundra versions, the Double Cab and CrewMax, with a new Tundra Grade trim package that offers fewer standard features and substantially lowers their price. The six-passenger Double Cab, for example, now starts at $24,715, or $1,400 less than the least-expensive 2007 version. Higher trim Tundras, meanwhile, get even more standard equipment. Bottom line, the 2008 Tundra should appeal more to buyers at the lower-end of the full-size pickup market, and deliver more value to buyers at the high end.