"We had no doubt": Toyota Tundra ute all but locked in for Australian release once trial ends, so how has the brand's Ram 1500 and Chevrolet Silverado rival been received?

By now, you might have seen some Toyota Tundras on the road, but you still can’t actually buy one of the Japanese brand’s full-size, American style utes... or 'trucks'.

Toyota Australia is currently trialling the Tundra with 280 customers who’ve opted in to an ‘all costs covered’ loan of the full-size ute, the end of which will likely see the brand flick the switch to making the Tundra commercially available.

With indicative pricing set - but not confirmed for market - at $145,990 (likely before on-road costs), feedback from customers already trialling the hybrid twin-turbocharged 3.5-litre V6 ute is immensely positive, says Toyota.

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Toyota Australia Vice President Sales and Marketing Sean Hanley told CarsGuide at a recent media launch for another model that the Tundra is pretty much locked in to become a fully fledged Toyota Australia model as long as the demand is there - and it seems to be.

“We're rolling these out to 280 customers,” Hanley said, “they're locked and loaded with orders.

“We’re gradually delivering them now. We haven't got them all out there, and the early feedback has been really strong.” 

So far, 142 Tundras have been registered in Australia according to VFACTS sales data.

Hanley said that while the trial was undertaken to ensure the Tundra would meet Australian expectations, there wasn’t really any question regarding the characteristics of the product in terms of capability and customer needs.

Feedback from customers already trialling the hybrid twin-turbocharged 3.5-litre V6 ute is immensely positive.

“We had no doubt about the drive of the vehicle, and we think it stands on its own in that regard. We're looking at the quality aspects of the vehicle, the conversion, and so far so good. 

“But you know, when we put that car out with the 280 customers, we weren't putting a prototype out there, we weren't putting a concept out there. 

“We were giving those 280 customers what we believe would be the sale car for Tundra, the launch car. So when they're putting it through, well, they're putting it through its rigours to tell us what's good, what's different, what could be improved. 

For $2500 per month trial customers live with a Tundra and report back to Toyota with feedback and findings regarding the American-sized utes. Hanley gave one example of customer feedback that, although perhaps hyperbolic on the customer’s part, suggests feedback has been immensely positive.

“So far I've got to say, from the few people I've spoken to - and I haven't spoken to a lot - but a few. One of them rang me and said, ‘I've only got one problem’. 

For 00 per month trial customers live with a Tundra and report back to Toyota with feedback and findings regarding the American-sized utes.

“And I'm thinking, oh, what will that be? And his words were ‘I love this car too much’. Which was good feedback, right? And that's a quote.” 

As might be expected, one snippet of negative feedback was in regards to the size of the Tundra in some environments.

“Haven’t had any criticism, but I read with interest that only car parking is an issue in Melbourne, apparently!”

Hanley said aside from people seeking out information or seeing cars on the road, Toyota hasn’t gone to great lengths to advertise the Tundra yet until the likely launch becomes closer.

“We had opportunities to have a feature and some footage the other day and we just said ‘you know, not now’. It's actually not approved for launch so it's a low key vehicle right now. 

As might be expected, one snippet of negative feedback was in regards to the size of the Tundra in some environments.

“In our world it's high, high on our radar, but to the general public it's not a massively visual car right now.”

In terms of how likely the Tundra’s launch seemed earlier on in the process, Hanley said there wasn’t really scope for there to be a point that too much negative feedback would have caused Toyota Australia to abandon plans. 

“We’re to a point now where all that research has well and truly been done,” Hanley said. 

“We've been on this journey for years, with this vehicle. I know that most people only come into contact with the last 12 months but in actual fact, we've been planning for this day for a long, long time. 

“We've done an enormous amount of research based on competitors in that segment, based on consumer trends, behaviour, sales planning, pricing. You name it we've done it, so that that moment's well and truly passed now. 

With indicative pricing set - but not confirmed for market - at 5,990 (likely before on-road costs).

“So we're not entering into this vehicle in any way thinking of negativity. We're thinking that there's a set market out there, people want this size vehicle, and we're gonna have an offering for them. It'll make them very happy.”

While it seems like a sure thing, Toyota Australia will still see out the rest of the trial with the 280 example vehicles.

“That's where we're at now. And that's what this 12-month-plus - I think it’ll be a little bit longer than 12 months - but this 12-month-plus trial is all about.

“So we will gather all of that data, all that feedback, all that information, good, bad or indifferent. We'll have a look at it. Do we need to make any adjustments to the car? Are there any major issues on the conversion? We're not seeing that now. 

Hanley said this is the first time the conversion of a Toyota vehicle has been handled by an external team, in this case ex-HSV remanufacturing experts Walkinshaw.

Toyota hasn’t gone to great lengths to advertise the Tundra yet until the likely launch becomes closer.

“Walkinshaw’s done a wonderful job, remembering that Walkinshaw has also undertook comprehensive training and development with our Toyota production system people, so all that's happened as well. So they're doing a great job. 

“We're just looking at the quality aspect of it. Because it's the first time we've gone outside of a Toyota-owned facility to convert left-hand drive or right-hand drive. 

“And we don't want people to be saying ‘oh, yeah, but it was locally converted’. 

“We just wanted to get the car, go ‘it’s a Tundra’. We don't want to have people talking about where it was built, converted. 

“It's a Tundra. And it's great. That's what we want.”