Word: truck
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Picture a Toyota engineer in a Stetson, munching on a corn dog, and you'll get a sense of how the company sees its future. Toyota is constructing its sixth North American assembly plant, in the heart of truck country just outside San Antonio, Texas, aiming to build the next generation of its full-size Tundra pickup there and--if all goes as planned--finally conquer the U.S. truck market. Achieving that feat would mark a milestone for Toyota in its quest to become the great American car company and would follow its conquest of virtually every other market segment...
...Toyota's truck plan illustrates not only the company's relentless drive but also the risks that accompany it. The Tundra is part of a massive increase in Toyota's global production that will have far-reaching repercussions for the firm's future and that of the entire U.S. auto industry. The history of the car business shows that bigger isn't always better: Toyota's top two rivals, Ford and General Motors, have struggled to make money despite leading in market share. Toyota, in contrast, has reeled in cash by controlling costs and focusing on vehicle quality...
...also unhappy with his first concentration, literature: “All we did was read Roland Barthes for all of sophomore year. I then found out how Roland Barthes died. He was run over by a laundry truck because he didn’t look both ways while crossing the street. I decided, I’m not going to have to study his stuff anymore...
Goodbye, fake ’n’ bake—the sun has arrived in Cambridge. Tanning by the Charles may be picturesque, but to avoid wandering insects and horny truck drivers, an elevated location works best. So slab on the tanning oil, situate yourself on a dark sun-absorbing rooftop, and let the sun worshipping begin...
...years since Richard Babcock first mounted his pickup truck to rescue a colonial barn in distress, snatching a comely example of Scottish extraction, circa 1710, from the jaws of damp rot in Lenox, Mass. After eight months he had tenderly transformed her timbers into a family home in New Marlboro, 18 miles south. Thus was ignited the peculiar passion that, 75 recyclings later, still drives the master builder. "I'm an evangelist, truth to tell," he says. "Some men are called to save souls. I was called to save barns...