TO:
Bob Dillon, Vice President of Marketing
FROM:
Caleb Winburn, Head of Sales Research
CLW
SUBJECT:
2010 Toyota Tacoma
DATE:
11 February 2010
_____________________________________________________________________________________
Introduction:
Our purpose is to layout an overview of the 2010 Toyota Tacoma though a belief description,
specs, comparisons with some average models and graphics such as: pie chart, bar chart and
varies of tables.
Description:
The 2010 Toyota Tacoma is a midsize pickup that is offered as a double Cab (crew cab with four full-size
doors). The Double Cab has a shortened 5-foot bed in the interest of maneuverability, but a 6-foot bed is
available as an option.
Figure 1: 2010 Toyota Tacoma (http://www.toyota.com/tacoma/photo-gallery.html).
Specs


Fuel economy for a rear-wheel drive, four-cylinder Tacoma with the automatic
transmission registers an EPA-estimated 19 mpg city/25 mpg highway and 21 mpg
combined, with manual transmission-equipped models gaining 1 mpg across the board.
Four-wheel-drive models drop to 17/22/19 mpg. (Tacoma10 2010).
Standard safety equipment on all 2010 Tacomas includes stability and traction control,
antilock brakes (disc front, drum rear) with brake assist, front-seat side airbags, fulllength side curtain airbags and front active headrests.
- In government crash testing, the 2010 Toyota Tacoma received a top five-star
rating for its protection of occupants in frontal and side-impact crashes. The
Insurance Institute for Highway Safety gave the Tacoma its top rating of "Good"
in its frontal-offset and side crash tests. The Tacoma is the only compact/midsize
to receive high marks in both tests, earning it the distinction of being an IIHS Top
Safety Pick. (Edmunds.com 2010)
Steven McCutcheon, Brent Poston, Thomas Ward, Caleb Winburn2
Competition:
The Toyota Tacoma is placed into one of 18 classes based on size, price, and market position.
Compact pickups offer a true-truck design in a relatively modest package. They are best suited
for personal or light-duty use rather than commercial use, heavy hauling, or towing. At $15,345
the best buy is the Toyota Tacoma; compared to the 2010 Dodge Dakota price of $22,755. The
gas mileage for the Toyota Tacoma is 20 city/26 highway. The 2010 Dodge Dakota only gets 15
city/20 highway. With fluctuating gas prices, it is very important to consumers to have fuel
efficient vehicles.
The line graph below represents the average U.S gas prices since July of 2007. Below in Figure 2
is a line graph showing the Gas Prices 2007-2010.
Figure 2 ,Gas Prices 2007-2010
(Eia.com 2010)
Steven McCutcheon, Brent Poston, Thomas Ward, Caleb Winburn3
Below in Figure 3 is a pie chart explaining the Top Five Trucks Sold in 2010.
Top Five Truck Sales in 2010
Ford F-series
Chevy Silverado
Dodge Ram
GMC Sierra
Toyota Tacoma
9%
10%
37%
13%
31%
Figure 3: Top Five Truck Sales in 2010 (Pickuptrucks.com 2010)
Below in Figure 4 is an Expert Rating Summary for the average truck and the New 2010 Toyota
Tacoma.
Expert Rating Summary
Value within Class
Room/Comfort (rear)
Details
Avg. Compact Truck
Quietness
Tacoma
Ride Quality
Acceleration
0
2
4
6
8
Rating
Figure 4: Expert Rating Summary (howstuffworks.com2010)
10
Steven McCutcheon, Brent Poston, Thomas Ward, Caleb Winburn4
Below in Table 1 is Crash Data and Vehicle Specs.
Table 1
Cost fully loaded: $29,210.00
Reliability: Above average
Cost standard: $15,345.00
Safety rating: Above average
Customer satisfaction: Above average Engine type:
Gas mileage: 17mpg
Tow capacity:
Crash Rating ( out of 5 stars)
Roll over rating:
4 star
V6 -4.0 liter
Front driver:
5 star
6500 lb.
Front passenger:
5 star
(Edmunds. 2010)
Below in Table 2 on is the Tacoma Ratings
Versus the Average Truck Ratings.
Table 2
Category
Acceleration
Fuel Economy
Ride Quality
Steering/Handling/Braking
Quietness
Controls
Details
Room/Comfort/Driver Seating (front)
Room/Comfort (rear)
Cargo Room
Value within Class
Tacoma Rating
6
4
3
4
4
7
6
6
1
3
8
*Ratings are measured on a scale 1-10. (Edmunds. 2010)
Avg. Compact
Truck Rating
4.4
2.9
3.8
3.3
3.7
5
3.6
4.7
2.5
3.2
5.3
Steven McCutcheon, Brent Poston, Thomas Ward, Caleb Winburn5
Conclusion:
Below are some highlights for the 2010 Toyota Tacoma.





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Toyota Star Safety System (a group of five safety features): Vehicle Stability Control (VSC),
Traction Control (TRAC), Anti-lock Brake System (ABS), Electric Brake-force Distribution
(EBD) and Brake Assist(BA)
Front Airbags
Front side curtain airbags on regular cab trucks and front and rear side curtain airbags on
Access and Double Cab trucks
Three-point seat belts for all seating positions
Automatic Limited Slip Differential
Tire Pressure Monitoring System
Steven McCutcheon, Brent Poston, Thomas Ward, Caleb Winburn6
References
2010 Toyota Tacoma Vehicle Overview http://www.edmunds.com/toyota/tacoma/2010/review.html
Edmunds. (2010). Retrieved February 12, 2010, from http://www.edmunds.com
Eia (2010).Retrieved February 12, 2010 from http://www.eia.doe.gov/oil_gas/ petroleum/ data
publications/wrap/mogas_home_page.html
Expert Ratings Summary. (2010) Retrieved February 12, 2010, from
http://consumerguideauto.howstuffworks.com/2010-toyota-tacoma.htm
January 2010 Top Ten Year to Date Pickup Truck Sales (2010) Pickuptrucks.com. Retrieved From
http://news.pickuptrucks.com/2010/02/ -january-2010-top-10-year-to-date-pickup-truck-sales.html
Tacoma 10. (2010). Toyota. Retrieved February 12, 2010, from http://www.toyota.com/tacoma/ .
Toyota Tacoma Overview (2010) Consumer Guide Automotive. Retrieved February 3, 2010 from
http://consumerguideauto.howstuffworks.com/2010-toyota-tacoma.htm