#03#Imagine you're a fly on the wall in Toyota Motor Corporation's headquarters. It's early 2006 and the powers that be are strategizing over their soon to be released full-size Tundra. I'd imagine that the white board is littered with the handwriting of the marketing bosses. In bold, red ink, the following words stand out:

Mission: Double the 126,529 Tundra's sold in 2007.
Target: Reel in the big fish - Ford's 901,463 F-150 truck sales and GM's 700,980 Silverado truck sales in 2006.

Toyota was so serious about competing in the most profitable sector of the auto industry that it assigned the entire engineering development responsibility for the new Tundra to its Ann Arbor, Michigan technical center. Toyota also invested $850 million in an all-new plant in San Antonio, to supplement the existing one in Indiana so that production volume can be doubled to 200,000 Tundras per year. Get the message...Toyota means business with this truck!

The all-new Tundra has a longer wheelbase, has increased 10-inches in length, five inches in height, and is also four inches wider. There's a muscular, domed hood, subtle wheel flares, body accent lines along the bed and fenders, and a body that looks brutish. This is a true macho machine.

To cope with the new girth (and its 5,500 pound plus weight) there's a new 5.7-liter V8 with variable valve timing, which also meets ULEV emission standards. This engine delivers an impressive 381bhp and 401lb.ft of torque, the latter at 3600rpm. That's a whopping 80bhp more than its Ford competitor and also more torque at less revs. Add to this great package a new six-speed automatic transmission with manual shift options. Claimed figures for a 0-60mph run are even more amazing - close to 6.4 seconds - hard to believe it's a truck!

Stopping this truck rocket takes some big brakes and the Tundra comes prepared with best-in-class four-piston calipers squeezing massive 13.9-inch ventilated front rotors that are 1.26 inches thick. The standard vented rear discs are 13.6 inches in diameter and 0.71 inches thick. With ABS, brake assist and electronic brake force distribution all standard, this is one thoroughly modern brake system.

To make this a true load-lugging mule, Toyota stiffened the chassis by 30 percent and added an integrated tow hitch in the frame, which will enable this new super-sized Toyota to pull a class-leading 10,000 plus pounds.

I had eagerly awaited my turn to get behind the wheel of this new truck and was not let down in the week I drove it. Toyota engineers spent a year researching what truck drivers demand from their vehicles and they have certainly done their homework in this case. This is a large truck that drives like a car, yet tows like a train. The roomy crew cab offers loads of space for four adults to ride in comfort with plenty of creature comforts. #p##06# The 2007 Tundra is available in base, SR5, and Limited trims, each with up to four inches of shoulder room, and an additional six inches of hip room for rear seat passengers. The glove box has been enlarged to accommodate a thermos, and the huge center console can double as a filing cabinet or laptop carrying case - evidence of the thorough research and a feature that will be appreciated by general contractors.

Other options include a JBL audio system, Bluetooth connectivity, a 10-way power driver's seat, and a wide-screen reversing camera hidden in the tailgate.

The engine and tranny combo are inspiring for a truck. Instead of shutting down cylinders for fuel economy, Toyota wisely added an extra gear, which means you can drive at 50mph with the rev counter only touching a miserly 1,500rpm.

Ride quality is also impressive for a truck - the result of a stiffer frame that is a full 6 inches wider than that of the previous Tundra. This allows the shocks to be positioned closer to the wheels and improves their efficiency. The frame also tapers as it crosses the rear axle so the rear leaf springs are much farther apart at the front than they are in back, improving lateral stability and roll resistance. Toyota has worked hard to refine the complete package for 2007 and it definitely shows.

So is this truck good enough to one day de-throne the Ford F-150? The answer is: most definitely. The Tundra CrewMax offers more than the Ford for less money. Priced at $33,985 (as tested) the Tundra is very competitive when you take into account the six-speed transmission and more powerful engine. The equivalent F-150 is priced at $34,625 and is certainly the benchmark for this sector; yet to be honest, the new Tundra has far exceeded this benchmark.

The only reason that this truck won't outsell the F-150 for some time is Ford's longstanding buyer and brand loyalty. The Tundra is a better vehicle, but this alone won't help Toyota outsell the Blue Oval. It's going to be up to Toyota's marketing department to convince the 900,000 buyers of the Ford of this fact and that may take a few years.

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Toyota Tundra range overview

- Toyota Tundra Regular Cab 4.0L: $22,290
- Toyota Tundra Regular Cab 4.7L: $23,430
- Toyota Tundra Regular Cab 5.7L: $24,380
- Toyota Tundra Double Cab SR5 4.0L: $26,105
- Toyota Tundra Double Cab SR5 4.7L: $26,850
- Toyota Tundra Double Cab SR5 5.7L: $28,110
- Toyota Tundra Double Cab Limited 4.7L: $34,240
- Toyota Tundra Double Cab Limited 5.7LL: $35,490
- Toyota Tundra CrewMax SR5 4.7L: $29,675
- Toyota Tundra CrewMax SR5 5.7L: $30,935
- Toyota Tundra CrewMax Limited 4.7L: $37,540
- Toyota Tundra CrewMax Limited 5.7L: $38,790