When I wanted a new truck bed cover for my 99 Sierra, I ran across quite a dilemma. Do I save a few bucks and buy the Undercover Tonneau Cover my buddy has? Or, do I blow his truck away with a custom painted truck bed cover from Gaylord's? The internal struggle was quite wrenching.

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"We've been competing with Ford, GM and Dodge for 50 years. We know the full-size market is very loyal and smart. Once they get familiar with the Tundra, get to know it, I think they will consider it. Loyalty is definitely key in this market, but it will only get you so far," Morrissey noted.