In an article published in yesterday's New York Times, Nick Bunkley alludes to an anonymous GM higher-up e-mailing a group of dealers to point out, let's just say, massaged truths in recent Tundra ads. This morning we find an anonymous e-mail from our circle of engi-nerd friends that reads like it could have been the message in question. The messenger makes several points that until now had eluded even this tireless sentinel of truthiness in advertising. The folks over at ToMoCo's ad agency must be taking their smart pills cause it's a hard ruse to spot. Indeed, electric trailer brakes and combined vehicle and trailer weights? Why I never!
Check out the full message below the fold.
Thought you might want to know this. Pass it along to your sales staff. It might help them to sell more vehicles. BTW.....attended the Minneapolis Auto Show kick off breakfast on March 8. Two of our Sandy trainers did a nice job explaining the Tundra ads. I would guess all of you have seen the stupid ad where the Tundra pulls a trailer up a steep grade (a 'see-saw'), and then barrels down hill and locks the brakes up just before the end of the ramp. Seen it? Yeah you have.
Couple things to keep in mind. The V.O. at the beginning of the spot says...."It's tough pushing 10,000 lbs up a steep grade". Myth: Toyota would like the audience to believe the trailer is 10,000 lbs. Fact: It's a 5,000 lb truck pulling a 5,000 lb trailer. A little slight of hand? You bet.
Then, on the way down the grade, the camera zooms in on the brakes as the vehicles comes to a screeching halt just prior to the end of ramp. Next time you see the ad....look for the 'mice type'. It indicates the trailer is equipped with electric brakes. Fact....the electric brakes stop the trailer — not the truck. A little slight of hand? You bet.
And why does Toyota have bigger brake pads? They need them....their truck is heavier. Stopping distance between our truck and theirs is virtually identical. And why does Toyota have a 6 speed transmission? To improve their fuel economy....which is still 2 mpg less than ours.
And don't forget....their big V8 has one axle ratio — a 4.3. Suck fuel much? Our trucks offer several axle options to optimize towing and fuel economy. Bottom line: OUR TRUCK IS BETTER! Spread the word.......we can all make a difference. [NAME REDACTED]
Oh man, it is so on!– Ben Wojdyla
Toyota Pickup Scores Below-Perfect on Safety [NY Times]
Tundra Breaks Nose, Only Gets Four Stars In Front-End Crash Test [internal]