GTcarz - Automotive forums for cars & trucks. - Toyota's truck plant takes aim at Big 3's strong suit

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HOUSTON --
Toyota Motor Corp.'s is set to begin building its revamped, full-size Tundra pickup today at a 2.2 million-square-foot plant in San Antonio, a move aimed at grabbing a larger share of a lucrative market long dominated by Chevrolet's Silverado, Ford's F-150 and Dodge's Ram.
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The plant will give Toyota more capacity to build trucks beyond its Princeton, Ind., plant.
On a broader scale, the $850 million investment affirms Toyota's aggressive plans to grow its business as it poises to unseat General Motors Corp. as the world's No. 1 automaker.
Analysts say it also emphasizes the company's confidence to take on the industry leaders at any level of the business.
"This is one of the most important launches for Toyota in the U.S. market," said Tom Libby, J.D. Power's senior director of industry analysis. "It shows they're serious enough to attack the heart of the pickup market."
But it won't be easy. Demand for full-size pickups has been shrinking as drivers shift to more fuel-efficient rides. Toyota sold just 126,529 trucks last year, while Ford and GM each sold more than 900,000.
While the first models are scheduled to begin rolling off the Texas line today, they won't reach showrooms until the first quarter of next year, Goss said. Pricing has yet to be announced.
The more powerful, redesigned Tundra offers a 5.7-liter V8 engine that Toyota hopes will help it compete with Detroit.