It's safe to say Toyota has screwed over their true enthusiasts. The loyal customers of the brand have been ignored and that couldn't be any clearer when you look at the new 2025 Toyota models... whether it be the Land Cruiser, Tacoma, Tundra, Sequoia or 4Runner, they each will leave you extremely upset. Rather than making this a 20 minute video of me complaining about Toyota's decisions over the last few years, I'm going to ALSO present some solutions for the company to consider. A few ideas to get Toyota back on track.
Toyota betrayed their loyal customers… now they (and dealers) are paying the price! Here are the points I discuss in this video:
- Reliability, simplicity, affordability
- Chased green credits instead of listening to toyota enthusiasts…
- Neutered the Land Cruiser, 4Runner, Tacoma, Tundra and Sequoia.
- The new Land Cruiser 250series is an embarrassment to such an iconic nameplate. And toyota knows that.
- Don’t take it from me, take it from one of the most reputable automotive reviewers in the game… Jason Cammisa.
- Toyota took a page out of Ford and GM’s book and produced a vehicle to be a “throw away vehicle” one that Americans can buy, drive for a few years, then swap out.
- These smaller displacement turbocharged motors… and hybrid options don’t scream longevity. A turbo 2.4L turbo engine is always wound up. Stressing it more… turbos will undoubtedly need replacing. They won’t last 250K+ miles with full confidence. Like their NA predecessors.
- Toyota and other manufacturers are Not forced by EPA to push out these garbage vehicles…
- Toyota PR aims to silence any nay sayers of the brand… they actively seek and reward Yes Men who gawk over the brand no matter what. Jason is far too big to silence.
- They’ll never tell you what to say but if you’re harsh with your feedback. Bye!!
- Toyota won’t ever get a bailout… not an American company. So they follow political winds. Do it less… keep political motives out of the company. Just make great cars.
- Over $250b in debt… largest of any worldwide company (outside of banking institutions)… VW and Ford being among the top 5 too.
- Saw a 5.4% increase in total liabilities from 2024-25
- Expect a 12% decrease in operating profits in 2025… new redesigned platforms generally yield a hold up in profits for the first couple of years.
- Tacoma sales down year over year…
- 190,900 sold in 2024. 8.7% decline in 3rd quarter… compared to 2024 3rd quarter.
- 237,000 sold in 2023… ranges from 215-250K.
- First year of the new redesigned Tacoma and the discounts were quick to come and huge! Same goes for the Tundra. Riddle me that.
”best selling midsize pickup”
* Ford Maverick: 129,800 sales in 2024
* Chevy Colorado: 97,000 sales in 2024
* Nissan Frontier: 67,500 sales in 2024
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- Toyota is notorious for running the same platforms and engines until they’re long in the tooth. Kaizen.
- This allows their vehicles to be perfected and ultimately become cash cows.
- Toyota Corp failed to hold dealers accountable… Most toyota dealerships were awful during the pandemic. Markups.
- Toyota corp could have limited their allocations rates …not reward greedy behaviors. Dealers tarnished the brand’s reputation.
- So if you’re interested in a compromised SUV with questionable quality, synthetic driving experience and an elevated rear cargo space for the battery pack… consider the new 4Runner, Sequoia or Land Cruiser.
- Or perhaps you’d prefer a 4 cylinder truck built entirely out of Mexico that has a self destructing transmission, rear brake line issues and spotty fit and finish in and out. Get that Tacoma!
- Maybe you’d fancy an $80,000 turbo 6 cylinder flooded with plastic that shares a turning radius with a dump truck and has a faulty main crankshaft bearing, grenading your motor.
Here’s how Toyota can change course:
- Stay true to roots. Reliability, Simplicity and Affordability.
- Move production to US
- Offer the NA V8 in the Tundra and NA V6 in the Tacoma and 4Runner (keep the 4 banger as an option)… keep the turbo 6 as an option.
- I’m Not anti-hybrid… keep it in vehicle that it makes sense for. Prius, Camry, rav4
- Cutting the NA platforms cold turkey only proved detrimental to the company. Should have at least “weaned it off”… would have been a nice case study for the brand to learn from too.
- Imagine if they offered diesel 70 series in the US…
- Leave politics out of it.
- Hold dealerships accountable
- Don’t chase green credits and other government handouts. Put the consumer first… and the profits will come.
- Now, more than ever, it’s critical for companies to rebuild their reputations. Focus on the longterm ROI.
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