Jim Lentz Quotations

From bumper-to-bumper, under the hood and from the inside out the new Tundra is a true American truck that will set a new benchmark in the full-size truck segment. It will be aimed at the 'True Trucker,' the true opinion leaders among full-size owners. True Truckers are highly credible because they use, punish, and demand the most out of the pickups they buy.

Toyota started studying U.S. small-car possibilities in 2001. We began understanding how big generations X and Y would be and how ... small cars were getting bigger and more expensive. We saw opportunity.

There are 64 million Gen Y buyers coming into the marketplace. We know when they come to market to buy a vehicle, new or used, they will spend on average about $15,000.

Concepts are more reality-based, because it costs so much money to develop them. We use them as a learning tool. We'd sorely miss the opportunity if we didn't listen to people.

This is probably the most American vehicle we've ever built. That's important, looking at who the intended buyers are on this truck.

The truck was a big catalyst for that.