I don’t consider myself a conspiracy theorist. While stories of alien sightings and secret societies are entertaining, I don’t really pay them too much attention. However, I have come up with a bit of a conspiracy theory of my own. The next Toyota Tundra is going to be a hybrid, and here’s why.
Toyota is arguably known for two major things. Reliability, and the Prius. The name Toyota is synonymous with quality, reliability, and the ability to take a beating. BBC’s Top Gear sunk a Toyota pickup in the ocean, dropped it off a building, set it on fire, and still the truck started and drove. The Prius, while likely not able to be drowned, was the first mass market hybrid, and has gained an immense following since its release in 1997. The Prius was the Tesla of the early 2000’s, with every celebrity who wanted to appear eco-savvy and “with the times” driving one. It also proved that hybrids could be reliable, with taxi drivers putting hundreds of thousands of miles on them every year.
The Toyota Tundra, Toyota’s only full-size truck, has been a staple of their model range since 1999. It never received a massive following compared to the beloved Tacoma, however the following it does have is a passionate one. It was highly praised when it was first released, winning the Motor Trend‘s Truck of the Year award in 2000. It never really competed with the Big Three however, having power and capacity numbers below that of its rivals.
The second generation faired much better in the truck wars, with performance numbers more equal to the competition. Its design and features took into account the end-user, with handles and buttons large enough to be operable while wearing work gloves. However, it has become a little long in the tooth. The second generation has been around since 2007, receiving a facelift in 2014 and some updated hardware, but not much else. That’s over a decade with only incremental changes, a long production cycle for Toyota. This is where the conspiracy theory kicks in.
Why would Toyota be waiting so long to come out with a new Tundra? What could be keeping them from updating their only full-size offering, when that it one of the hottest market segments? While I don’t have proof, I believe it is because they are currently in the process of designing, building, and testing a hybrid Tundra.
Now hear me out. Toyota has been in the hybrid game longer than nearly any other major manufacturer. for over two decades, they have been fine tuning their hybrid design to be reliable and robust enough to deserve the Toyota badge. However, the Prius faces a major problem. SUV’s and trucks. The sales of small cars has been plummeting for quite some time now, while truck and SUV sales are hitting new records every year. People like fuel efficiency, but they seem to like ground clearance and cargo capacity even more. While Toyota has been killing it in crossover, SUV, and mid-size truck sales, they have not been doing nearly as good in the full-size segment.
The full-size truck segment is becoming more and more competitive each year, with manufacturers constantly trying to increase their horsepower, towing capacity, payload, and fuel economy numbers. While its progress, nothing of late is really “revolutionary” in the segment. The Big Three have released diesel engines, and Ram has released a mild hybrid for their v8 and v6 1500’s, yet none of these are really game-changers. This is where the hybrid Tundra will make a splash.
Truck manufacturers know that gas is not going to be cheap forever, and that electrification is the way the world is going. People can’t always afford to have multiple vehicles, but they want vehicles that can do everything. Carry cargo, tow boats, go off road, go fast, be reliable, all while still returning respectable fuel economy numbers. That is quite the tall order. A hybrid pickup truck would meet most of these requirements, returning good fuel mileage or possibly some all electric range, and still providing capacity and capability.
While Ford, GM, and FCA Chrysler have been very loud about their plans to electrify and modernize their trucks, we have not heard anything other than side comments from Toyota. I believe this is because they are planning a massive reveal of a hybrid Tundra that has been in development since at least 2014 (when the Tundra was refreshed).
Why 2014? Well, the pre-facelift Tundra needed to be spiced up in order to keep sales up, however Toyota was not ready to release the hybrid version just yet, so they gave the regular Tundra some new styling and called it a day. This gave them time to work on the hybrid version in the background. If this is true, they will be years ahead in development compared to the competition. They would have had time to test and improve the vehicle, ensuring that the hybrid Tundra’s reliability is on-par with the Toyota brand, and the performance meets or exceeds the competition’s offerings.
The full-size segment is far too competitive for any manufacturer to half-ass such a risky endeavour, as a poor-performing first attempt would likely create prejudice in buyers and ruin the company’s chances of ever being a segment leader. Toyota knows this, and while Ford, GM, and Chrysler will likely release a so-so attempt in a rush to be first to market, Toyota will sweep them all away with a vehicle far better developed and tested.
While I cannot say if it will be a traditional hybrid, plug-in, or even a full EV, I believe it is coming, and soon. Toyota has the history and experience with hybrid technology to design something reliable, and they know a thing or two about making un-killable trucks. To further support my rantings, I bring to attention the horrible job Toyota did at keeping the new Toyota Supra a secret. There were spy shots, leaked images, and interviews galore about the new sports car, which is a low volume vehicle. This excitement distracts the journalists and enthusiasts from any testing or development of the hybrid Tundra, allowing Toyota to make a surprise unveiling.
And there you have it. My conspiracy theory about how Toyota is planning to release the next Tundra as a hybrid. While I cannot confirm or deny it, there have been some interesting prototypes that have been spotted, with camouflage being placed in areas that a plug-in port would go, as well as batteries. Seems a little suspicious if you ask me.