SouthPawXJ
Observer
It seems to me that with all of Toyota's experience with diesels, they could come up with a moderately priced alternative power plants that get good MPGs and meet emissions requirements. There are other manufacturers without Toyota's resources doing it, so why can't a company bigger and more powerful do it.
I understand the economics argument, but if they did it, keeping in mind that others are surely to do it, and with a long-term goal of making diesels viable for more buyers at lower costs, those big initial investments will pay even bigger rewards--for manufacturers as well as for retail and fleet customers, and the environment.
Does Toyota lead the way in the US into new markets typically? Now, I don't have a thorough knowledge on the history of Toyota as a car company. However... The first hybrid vehicle in the US was a Honda (by a year). The first small pickup truck in the US was a Nissan. They don't seem to be pioneers more than they seem to be innovators. The Prius is the best selling hybrid because its better than everyone elses. The tacoma is the best selling "small" (it ain't small) pickup in the US because its better than every other "small" truck. Camry's sell because people consider them to be the best midsize car. The full-size truck market is different though. The trucks that are considered the best are from the US automakers, even if you think Toyota makes a somewhat superior product. Toyota needs to be the absolute best and obliterate the competition to make any headway in the full-size market. These kinds of refreshes aren't going to cut it.
They are smart enough to watch others travel down a path and see what happens to them. If the Grand Cherokee diesel and Ram diesel are successful here, maybe it will push them into reconsidering their position. Only time will tell whether Diesel can become a major player in the US market. The only risk Toyota has is being "too late to the party".