Yes.
It is true that diesels in the light truck and passenger car segments represent a small percentage of sales for a manufacture. Toyota is doing Apple iPhone style sales volume and profit margins. They can afford to subsidize a turbo gasoline or turbo diesel product line to protract and strengthen their rank in the mid and full size truck markets.
F-150 vs Tundra? This isn’t a complex topic if we set aside our egos and emotional brand bias. Many F150 configurations have more capable payload and tow ratings with drivetrains that return excellent drivability and superior fuel efficiency. For people in the market for these things, and F150 with an extended warranty is really hard to deny. If you don't care about fuel economy, you need a bullet proof rig for 200k + miles of ownership, you don't haul or tow particularly heavy... Toyota Tundra.
My issue with new F150’s is the price. By the time you get the truck optioned up, you’re well within lightly used 3/4 Ton & 1 Ton diesel territory. HD diesels offer an entirely different realm of capability that can be had for what a brand new Gucci F-150 or 1500 costs. Modern HD trucks are actually pretty comfortable, and are not very expensive to service relative to their purchase price.
Looking for a new 1/2 Ton truck and plan on hauling or towing? The question isn't Tundra vs F-150... The question is should you even bother with either? Get a 3/4 or 1-Ton and be done with it.
Says me... Im sure somebody will chime in and prove me wrong.
