Pat Lobb Toyota promotes the redesigned Tundra pickup in a novel way. The suburban Dallas dealership displays competitors' truck chassis in its showroom and offers customers test drives of other automakers' full-sized pickups.
Does the comparative marketing work? Dealer Lobb says he sells 75 Tundras a month in truck-crazy Texas — enough to place his store among the top 50 Toyota dealerships nationwide in Tundra sales.
Dealership General Manager John Matthews is a member of Toyota's National Truck Steering Team, which helped develop the 2007 Tundra. Last year, he says, he told Lobb about the redesigned pickup's rolling chassis.
“Pat jumped on it,” Matthews says. “He suggested we buy competing trucks, tear them down to chassis, and let customers see the differences for themselves.”
Lobb says he initially planned to visit a salvage yard and “get something like a cutaway” of competing trucks. But he decided he didn't want to display bent frames, and he balked at the high prices that the wreck facilities demanded.