Word: tundras
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Dates: during 2000-2009
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...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, from compact cars to luxury SUVs...
...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...
Because Texans buy more pickups per capita than anyone else, Toyota is banking on a core group of buyers in its backyard. The company has started the courting, launching a limited-edition Tundra co-branded with cowboy-boot maker Lucchese and slapping the Toyota name on the Houston Rockets basketball arena. Traditionally, Toyota has done best in cities and on the coasts, selling Corollas and Camrys to baby boomers and Lexuses to well-off urbanites. On the West Coast, Toyota's share is 16%, double its share in the Midwest and the South. Yet Toyota can no longer count...
...more reason Toyota is promoting itself as an all-American brand. The last thing Toyota needs is a revival of protectionist consumer sentiment. Recent ads tout the number of U.S. jobs Toyota has created. The company also became the first foreign automaker to crack NASCAR, entering the Tundra last year in the Craftsman Truck Series, and as a NASCAR sponsor Toyota is beginning to get notice from fans. "Being a Chevy man all my life, I'm starting to look at the Toyotas coming out," said Jared Branan, 24, of Kissimmee, Fla., attending a race in Daytona Beach last January...
...lifestyle Duluth fights to insulate itself from. Buried in the snows of long winters, residents hole up in the bitter cold with wool and addiction, the pace of life slowing to a crawl. Last Saturday the band’s frigid notes resonated just as well with the thawing tundra setting of the Somerville Theater...