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Power may not be the most important consideration in a truck. Many drivers buy Chevy trucks with an eye on towing capacity, only to waste the extra power without getting any real use out of it. Buyers should always pay attention to things like fuel efficiency, as this may end up greatly impacting the value of the vehicle.

"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.