Voluntary_Export_Restriction - Toyota an All American car...

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Toyota, an All American car company? Toyota's Tundra pick-up truck is the Japanese company's first all-American vehicle, completely designed and manufactured in the good 'ol US of A. "The Asian automakers have cornered the market on vanilla," says Global Insight automotive analyst Rebecca Lindland. "Now they're adding the hot fudge chocolate with cherries on top, which is what they have to do to progress in the US market." Toyota has built a spanking new assembly plant for the Tundra in San Antonio, Texas, which is supported by a slew of design and development centres across the country. It hopes its US branding will attract truck buyers in the American heartland in the West and South and help it achieve sales of 200,000 Tundras this year alone. "Toyota is going after a new segment with its truck - heartland America, NASCAR drivers, who are more patriotic [and] not Toyota drivers typically," says Ms Lindland. "It is good to base production in Texas - heartland of this group." Climbing the ladder
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