WHY Won’t These 2024 Toyota Tundra Trucks Sell? 

Too expensive. $70k for a Tundra is laughable.

Toyota dropped the ball on the new Tundra.

Never understood the iforce max since day 1. Dealer had an iforce max in the color i wanted. He asked me why i wasnt interested in an iforce max. I told him: 1) cost 2) complexity/reliability/durability 3) rear seat storage used by battery 4) weight, 400-500 pounds additional 5) doesnt improve fuel economy

It is the cost. It is beyond what the consumer it willing to pay.

5.7 all day all the way

TRD Pro here in Toronto is $89,972.58 add another $1000 in dealer/admin BS fees and 13% sales tax and your looking at $102,798CAD Let that sink in for a minute.Insane. I'll hang on to my 2014 Limited until the wheels fall off.

Replace it with the I Force V8 5.7 and there would be none on the lots. Toyota made huge mistake eliminating the best engine ever for this hybrid nonsense.

248k on 2006. Bullet proof motor. Not great at anything but good at everything. Also owned the precursor to the tundra. T100. Put 300k on it.

A few reasons why I think the Iforce max isn’t selling well. First, the fuel mileage isn’t all that great. Next, the batteries are stored under the back seat and they take up storage and precious payload. Plus, they aren’t worth the extra money for the hybrid.

Prices are insane. A friend of mine bought a 2020 ford raptor a couple of years back and spent like 65k on it. Now that's the average truck price.

I have a 2000 Tundra that I bought new. However, I just could not bring myself to purchase the turbo six cylinder engine. Abandoning the V-8 engine is a mistake. No matter what you do to boost a small engine to get more power, you are just shorting the life of the engine. I have made a very good living selling internal engines parts. I have almost 400,000 miles on my Tundra. Fewer moving parts with proper maintenance will make the engine last longer. This is why my second Tundra is a 2021.

I have a 2014 SR5 that I bought new. Todays Tundra is way over priced.

The I force max is totally useless. The only reason for a hybrid would be for better fuel milage. It doesn't do that. It's more expensive and only a bit more power.

$50,000 plus trucks of any brand is ridiculous.

My next new Tundra will be a second gen, had a first and loved it for 325,000. Not ready to sell my soul to keep up with the broke Jones’s.

The answer is obvious. The dealers need to add more things like the $4000 pin stripe package. SOLD!!

I remember hearing about years ago the new Tundra was going to be a game changer, but that felt short to meeting expectations. I am keeping my amazing 2019 SR5 XP.. Cheers mates..

PRICE PRICE AND AGAIN....PRICE......also.....RELIABILITY.......

V8 for full size truck. V6 for midsize truck 4 banger compact truck. simple.

The Tundra itself has never been a runaway sales leader. (Ford, Chevrolet, and GMC sold many times more trucks despite Toyota's perceived quality.) 196,000 in 2007 is the most Tundras that were ever sold in this country in one year; even counting what was sold in other countries Toyota still sells a fraction of what the other manufacturers are able to move. While high prices can be said for all other manufacturers, I can assure you I won't buy a vehicle that cost as much as my first house. I don't care how good it is.

All the brands have priced their trucks $15-$20,000 too high. 2 years ago I bought a GMC Sierra for 47,000. Now that same dealer wants 65,000 for the exact same truck

When my 2016 silverado went off warranty in 2020, I bought my 2020 TRD Pro and haven't regret it for a minute. I knew the 5.7 was bullet proof. Fuel economy isn't good but I can live with that due to its reliability. I'll be driving it until the wheels fall off.

I know a guy who bought a new Ford Bronco Raptor for 105k. Makes my 65k 2023 Tundra Platinum look like the deal of the century.

All trucks from all the manufacturers are expensive. Even more so than the Tundra. I have a 2024 Platinim iForce Max. I love it. Great for towing and everyday driving. Gets roughly the same gas mileage as my 2019 Tacoma. Yes, I agree that the mileage isn't any different from the regular iForce. The hybrid also takes the initial stress off the turbos, which should benefit their longevity without issues. The battery has a 10yr warranty. Around yr 7, maybe it will be time to downsize to a Highlander or something!

As the great Arnold Schwarzenegger once said, “you don’t know how much is enough until you know how much is too much”. The consumer is saying, “too much”. The funny thing is that extra straw on the camel’s back happens just as abruptly with price. That “few” extra thousand can make you fold your arms and walk away.

70K for a full size truck without a V8. Forget about it. I'll keep my 4runner

You said it perfectly. Just bought 2024 TRD. Already busting the bank to get SR5 TRD. No way in hell am I paying 75k for a truck before taxes, fees, insurance etc

You said it! If the extra investment got you 10 more miles a gallon, it’s a justifiable. A little extra torque, or shaving .5 seconds off 0-60 isn’t a reason to drop 3k.

One additional point I rarely see people talk about is the insurance today. Someone with great credit and a great driving record will see $200/mo in insurance premiums on these $70-80k trucks today. Tack that on to the jacked up rates on the wife’s vehicle, 30-40% Increase on homeowners, you’re looking at another car payment per month in insurance

In 2014 I bought a 2000 SR5 Acess Cab that was previously owned by by brother-in-law. The garage it was sitting in got blown away by an F3 tornado and the truck was totaled so I got it for $1500. I replaced some glass and bent the passenger door more or less back into shape so it would open and close. I love that truck. I can't see any reason to spend $70,000 on a new one other than to feed my ego.

Love my '17 TRD Pro! And with 80k miles just broken in. Can't see paying 70k+ these days. Plan on driving the Pro for 15 more years...at least! Thanks to THIS channel decided on the Pro in '16...bought in '17. No regrets and thanks!

Tacoma TRD SPORTS are going for over 55k. Freaking insane

Well said! I think the storage problem is number 1. You would have to have a lockable tonneau for golfing , shooting, etc. I also feel like people worry too much about fuel economy. To me, if a pickup truck gets 15 - 16 MPG in town and 18 to 20 MPG on the road it's good. I look at it like groceries, it's different cost at every checkout. That just my thought's as everyone has a different need when buying these pricey vehicles. 🙂

I paid $45.000 for my 2021 SR5 Cewmax when I bought it Brand New. Granted, this was before the car market went absolutely insane.

I just received another recall! You got to be kidding me! I already had the ECU software update, the temp (until a real fix is approved) shield on the fuel line for fire risk, loose nuts on the rear axle. Panoramic rearview mirror software update. Tonneau cover could blow off recall. Today’s recall 4/18/24 the transmission software needs updating, risk of moving in neutral. I paid $62.3K 😢😢😢

I spent less on a GMC Sierra 2500 HD Duramax diesel and have a much better truck.

You are absolutely correct. Dealers should drop the price for iForceMax to the same as or below those without the hybrid batteries. Once they get them off the lot, they shouldn't order them anymore. Toyota should consider bringing back V8 as the cheaper alternative. I'm pretty sure it will continue to sell very well.

My 21 sr5 4x4 22k miles is still at the dealership for a coolant leak, saw maybe like 10 new tundras lined up for sale

I recently purchased a 2024 1794 TRD off road non- hybrid, didn’t even consider the I-Force Max.

I have wanted a Tundra for years now and am heading down tonight to buy my first one. It is a 2012 TRD with 89,000 miles l. SO excited!!!

Toyota dealership called me yesterday because i purchased a 2019 from them brand new and they are wanting me to trade it in for something newer. Although I was respectful, I let the salesman have it. The amount of money they are asking for these trucks are flat out ridiculous.

In 2007 I bought the new body style Tundra. 5.7 had great power but got 12 mpg. Kept if a few months and went back to driving my 2004 Dodge 3/4 ton diesel that got 20mpg. Never got enough courage to buy another Toyota. I now drive a F150 2.7 EcoBoost that gets 25 mpg on 65 mph backroads. 😊

PRICE!! I bought my 2015 Crewmax SR5 TRD for $40,000 new. I’m not willing to pay $70k plus for a 1/2 ton 4x4 with trim options I don’t need or want and a Powertrain that in my opinion isn’t proven.

They turned the Tundra into a F150 Platinumkingchrome, they should have used the Lexus 5.0 engine and kept it simple with an 8speed and not that many electronics and gizmos, oh and the Sequoia's front end.

In October of 2021 I traded in my 2017 2WD Limited Tundra for a 2021 Tundra TRD Pro. Best move ever. Love the 21 TRD Pro!

I inquired over a year ago about a capstone that is at a local dealership, at the time they wanted 5000 over retail. That same exact truck is still on the lot and now it is discounted pretty heavily. 6k or so…

For those that keep a truck 10 years or more, the re-sale value would undoubtedly suffer after the 10 year mark if you'd need to replace the hybrid batteries.

100 % agree on all your points. More power is always good. I’d take an I-Force Max if they lower the price enough.

As a guy with a long ago paid for, but still perfectly functional 2007 Tundra I have to ask myself if it’s worth $65-$70K to get into a new Tundra with the options I want, or find something else in that price range I would rather drive. I can keep my old truck, I planned to anyway, so what else is out there for that kind of money I’d rather drive? A lot of things as it turns out. An iForce Max Tundra in a Limited 4X4 with TRD Off-Road and a few other options 9:45 isn’t a $67K truck. Take $7K off of that and we might e getting closer.

I was gonna get one soon but I'm gonna wait it out to see if the interest drops dramatically or the dealerships lowering these insanely outrageous prices. 😒

Tundra Dude hi from loyal Toyota owner. I currently have 2015 Tundra TRXPRO and 2017 Sequoia Platinum. Hers where Toyota f****** used. The I use the iforce name to try to make us think it’s going to be like 5.7 L lower horsepower but bulletproof engine. Also this new engine is not made for towing. My service tech said there are a lot of the trucks coming back with shot transmissions. Unheard of in my 2 DINOSAURS as the smart as reviewers stated. I wrote Toyota a letter on the Sequoia and how to make them better, ie softer suspension, more sound insulation, better infotainment and bla bla. They wrote me back. I said we have already made our decision for the new car and we’re not taking any at this time even though this was my fifth Sequoia and second tundra I can tell you I am shopping for the same car with lower mileage I refuse to buy the new stuff. Something about that motor gave you confidence it was never going to leave you stranded!

It's the price of course... no one can afford mortgages, groceries, rent, beer, whatever. I'm not paying a second mortgage for some wheels that can be destroyed as soon as I roll it off the lot. Maybe Toyota should launch a BASIC truck for $32K-$37K... AND I MEAN BASIC!!! With a freakin' V8!! No turbos. If they hybridize a BASIC truck then make it get better mileage in 2W mode and more power in 4WH and 4WL modes. That's just common sense man...

In Texas the Iforce max does not sell very well. The Toyota dealership near my house still has iforce max from 2023

U hit all the point!!! Nice video and 100% on point!

The entire point of a hybrid should be better fuel economy, add in you lose under seat storage, and you have a huge design miss

All very great points bother, thanks

I paid $42,500 for a brand new 2019 Limited TRD. It has 115k miles on it and drives as good as new.

I know they aren't in everyone's price range and the numbers don't quite make sense, but I suspect (and yes it's a gambled guess) but knowing a bit about V6 turbos, where the I-Force Max benefits the buyer is in the longevity. My suspicion and why I made that bet myself by buying one was that you're going to see less strain, especially when it comes to towing on those hybrid engines. Note: I come from a family of gamblers 🤣 its a risk but its one I don't mind rolling the dice on.

I’ll just keep my 2018 fully loaded Nissan titan. V8, great warranty and zero issues

I ended up making that mistake but I love my tundra. Only one in the Chicagoland area for at least 6 months. But got destroyed cause now they are adding better packages with the hybrids now. For example I got the limited hybrid with the panoramic roof and that’s about it. No panoramic view camera just basic. I’m seeing allot more hybrids coming way better equipped than my truck did. But either way I love my truck. Just wish I got a better deal

I’ve been looking for a 2017-2021 tundra for the last 2.5 years. Almost pulled the trigger on 2 of them in that time. I recently test drove a used 2023 limited just for shits and giggles, I really liked it, but can’t afford a 60k used truck. So I looked at a new SR5 but they don’t offer power seats in the SR5. I’m 6’5” tall and need the seat as low as possible, I couldn’t get my legs under the wheel if the SR5 so I’ll continue to wait for the right deal on a 2017-2021. Toyota needs to fix this crap.

My next tundra will be a 2020-2021 TRD PRO

All the dealers I searched in my area around 40 dealerships , there wasn't a lot of I force maxes . I wanted max after driving both and that's what I got. I chose between Max and the trd off road option. I got everything I wanted except the off-road. Not having the ability to use the locker and other features unless in 4 low made the decision easier for me. So far on fuel economy I got 23.8 on the highway in normal mode. Haven't tried eco . Put in sport and wow , what a difference in the max.

I think Toyota should give us an option with tuned for power or fuel economy, surely this should be possible with a re-flash of the computer. Then we select the economy or sport. Now there’s basically no difference.

It’s really simple - bought a 2016 limited new for $43k. Same truck now is in the $60k’s - not even close to worth it. Prices need to come down about 30%.

$25k discount will save it from being doomed

Exactly my thoughts. I’m probably getting mine next year. After driving mine for 24 years. With 390K. Either a SR5 or a Limited.

Crazy passionate, love it. Very informative. Thanks, have not pulled the trigger yet.

I’m always thankful of people who buy new cars and sell them at 100k ish km. Without them I wouldn’t have bought my 2012 Mitsubishi outlander at 120k for $8k CAD years ago it’s now 200k. And I just bought a 2017 tundra with 139k for 29k CAD.

Toyota has reduced the number of options for each trim and added more cost. They have very few colors options now and the colors are not what most customers want. To get a TRD Pro that cost so much in a color they choose for you is ridiculous. You should get a better option for color and customization at that price. The dealership doesn’t get to order a Tundra that you want. You have to take what they send and still pay a crazy high markup. The way these auto makers are operating is a sure direction to a market crash.

I just got the I-force max and I absolutely love it. The bells and whistles are nice and the highway ability to go electric is nice as well. The MPG’s will always vary from person to person due to driving habits. At the end of the day it’s whatever makes you happy and what you can afford.

I bought a 2017 flex fuel v8 1794 edition in 2020 for 37k and it had about 34k miles on it. I thought I got a great deal. No way I would get rid of it now.

When it comes to hybrid the f-150 gives you so much more than just a faster 0-60 time.

Well as an owner of a 23 1794 HV OR I can say while I love the truck, and it tows very well, I am somewhat worried about the engine failures, have had some interior fit and finish rattles, my trailer backup assist doesn't work properly, and generally, I expect more in that dept. from Toyota. For the price of these trucks Toyota needs to do better. I think these issues which are well publicized give people pause at the price point.

Too expensive when my 55k truck now costs 75ish, but I’m not even thinking about it as my 20 is paid for!

The pricing where I am wasn't to bad between the I-Force and I-Force Max until Toyota figure out how to put the battery under the hood of the I-Force Max I won't be purchasing one I don't care for my battery being under my rear seat.

The recent price trend of trucks is a non-starter for many people. I've put off replacing my '12 RAM for a couple of years due to insane pricing. It makes more sense to maintain it and enjoy its somewhat outdated technology.

I travel for work. There are Toyota dealerships just absolutely jam packed with Tundras. They are to expensive and have 2 many recalls. I have a 2021 limited Nightshade edition. I rarely if ever see the last generation tundras for sale

Great points. Thanks for sharing. Would it make more sense for the IForce Max to be pared with a tundra with a fully floating rear axle and 3/4 ton payload????

Tied to the longevity and initial cost of the Max upgrade is the fact that at some point the battery pack will have to be replaced. Added cost for long term ownership.

Im a 2012 Tundra owner and I love it! I was very suprised when Toyota went to the v6 twin turbo 🤔. I truly hope and believe Toyota will see they will see the error in their ways and go back to the iconic 5.7 motor. STOP THESE WOKE CHANGES.......WE WANT WHAT WE HAVE TRUSTED IN THE PAST!!!!

the battery taking up all the back seat storage is the biggest negative to me

Honestly, any price above $32,000 is way more than I will spend for a vehicle.

Tundra buyers have always viewed that as a 20 plus truck and expect 500,000 or more miles out of it and that was back when they were in the $40,000 range.. if Toyota seriously wants to sell trucks again.. go back to giving the customer the freedom to choose a 4.7 or 5.7 with simple analog gauges inside. Skip all the Star Wars electronics that are going to fail... get the truck back down in price and customers will return.. or stay the course with this built to fail truck and all its complications that are going to continue to turn away sales

I remember the Chief Engineer for the new Tundra saying in an interview that "The price will increase to be more compatible with the competition". In other words- you're not getting more value or a better truck, we're raising the price $15K per truck because everyone else did. The problem is, Tundra really doesn't compare to those trucks.

Can you do a video on towing with or without the factory trailer air bags - I know they have a Toyota name but in my part of country I only see them on a capstone

What’s the difference between the sr engine and the sr5? The sr make less power. Is it just tuning or are the turbos different?

It’s the price plus the hybrid removes the under seat storage. It makes the normal v6TT more appealing IMO

I have two tundras the 5.7 and a 2023 SR5 love them both.

I paid $41k for my brand new 2021 sr5 TRD off road double cab ($5k below sticker) right at the end of dealer discounts and manufacturer incentives, glad I didn’t wait for the current generation to come out, even $41k felt like a lot at the time.

In Canada the discounts remain low, as the stock at dealers remain very low.

Not a tundra owner, but I was heavily interested in the 22+. Considering a 2021 at the moment

I traded in a 2022 tundra for a 2010 sr5 tundra. Much happier and it’s paid for. Good luck on buying new pickups

Lol 1794 with off-road pack still a unicorn in TEXAS!? BYE BYE TOYOTA! GOT MY F150 LIKE I WANTED NO ISSUES....

Just picked up a 2019 Tacoma 44k 4 cylinder rear wheel drive 4 door cab 18k form the dealership and happy as a lark

Every new truck is in the 65-70K bracket if you want some options. the Hybrid is a $3200 option. A joke compared to my 24 6.6 duramax. I wish I paid 70K! Most people want to extra torque for towing with the hybrid. I said the hell with it and went diesel! I also had three tundras and loved them all!

Who wants to give up the valuable real estate under the back seat and like you mention the price is way out there. 🤦

Love that toyota vent behind you lol

Dealer had Blueprint limited force max for 59k. Beautiful color but we couldn't get over the lack of underneath storage. Got a limited with off road package instead at same price.

I bought the 2024 limited trd with nightshade. They asked if I wanted the I-force max once I saw the price and found out the power difference I said no thank you. I will say this Toyota is giving a 10 year warranty on the I-Force max batteries and components. But for me still not worth the price difference was about 5k more