Toyota Tundra Platinum – a big truck aimed at big truck people

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While the "Big Three" North American carmakers have owned the full-sized pickup truck market since there really was such a market, Toyota has been working hard at getting a major slice. And they seem to be making progress, though it's still an uphill battle for the Japanese automotive giant.

First came the T100, which was kind of like a big Tacoma and not really a serious challenger to the likes of the Ford F-150 and Dodge Ram. Then came the original Tundra, which did a better job of going head-to-head with the Americans but still didn't quite take off.

Now we have the current generation of Tundra, the third, which not only has to compete against the brawny competition, it has to do it in an increasingly green way (not that the competitors don't…) in order to suck up to an establishment that seems more interested in preventing us from getting ourselves and our stuff around than it is in facilitating it.

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