I don't see the issue, on most trim levels etc, the Tundra is priced in line with the GM and Ford trucks.
on others, they are a bit higher. Toyota has to pay for the new tooling and R&D somehow
They are making a strong bid for a nice piece of the fullsize truck market, we'll have to wait and see if it pays off for them. Industry leaders speculate that with the GMT900 pickups, Chevy sales will finally surpass the F150 without the help of GMC
