Other Editorials

Letter From Lou

Lou Kaltenstein
Tuesday, March 13, 2007

There has been a lot of talk about Toyota Tundras new ads and how impressive they are. Here are some myths about their spots that I have found and that should be refuted. Also, they are offering a "IVC" type program on Tundra to help with sales.

I would guess all of you have seen the 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. Many of you have commented on how well done the spot is visually. However, here are the actual facts to share with people:

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.

Lou Kaltenstein
Gene Norris Buick-GMC Trucks Inc./Norris Auto Group

18170 Bagley Rd
Middleburg Hts., Ohio 44130