Last year, facing competitors that had raised the bar over and over again, Toyota finally released its first all-new Tundra since 2007. This week, we have the 2023 Toyota Tundra Platinum 1794 Edition. While the Tundra never sold in numbers that came close to the Big Three Americans, it gained a reputation as one of the most reliable trucks on the market. Does it have what it takes to compete with the big three?
Since its debut 23 years ago, the Toyota Tundra has often been considered the Rodney “I don’t get no respect” Dangerfield of the pickup truck community, constantly lacking the respect it deserves. Despite being a well made, full-sized, V8 powered pickup that’s built in Texas, it didn’t guarantee success, especially when facing tried and true options from the Big Three, Dodge/Ram, Ford, and General Motors.
The 2023 Toyota Tundra Platinum we have here is quite the looker. Toyota hit it out of the park with its exterior design. It stands out distinctively from its American competitors, commanding attention and is imposing enough to make smaller vehicles move out of the way. The massive chrome grill is a nice touch, although it’s used sparingly in this 1794 appearance package. The Smoked Mesquite brown paint job looks expensive and elevates the Tundra to another level.
There are some optional features that were absent in our tester. The rear bumper step for the bed is available as a $614 option, while the GMC Sierra we tested previously had a step within the bumper for easy access at no extra cost. It would also be nice to have running boards as standard instead of having to pay an additional $1140. Even at 6’ 3”, I had some difficulty stepping up into the cabin.
Another issue I encountered daily was the size of the side mirrors. They are simply massive, which makes sense if you’re constantly towing large items. However, when driving around town, they create significant blind spots, specifically with pedestrians, as they’re almost totally hidden.
The interior is a comfortable place to spend time for the most part. Toyota did a great job with the space and ergonomics. Everything is within reach and easy to use, with physical buttons present and a good old-fashioned shifter. As part of the 1794 Edition appearance package, walnut veneer trim pieces can be found along with distinctive stitching and logos. Toyoat’s powered full- opening rear window is also a nice touch. Our tester included powered, heated, and cooled seats up front.
Unfortunately, the materials used inside are hit or miss. While most of the interior feels great to the touch, Toyota’s cost-cutting is evident in two areas that are frequently used. The first is the rather flimsy shifter button, and the second is the center console plastic, both of which feel somewhat chintzy and are disappointing in a vehicle of this price point, and walnut veneer isn’t particularly convincing, either.
A 14-inch touchscreen is front and center in our fairly well optioned Tundra Platinum. Lower trim levels make do with an 8-inch screen, which would look outright tiny in a vehicle of this size. The infotainment system is quick and easy to use, with graphics and resolution on par for the segment. Apple CarPlay and Android Auto are present and wireless.
Our tester was equipped with Toyota’s new 3.5-Liter twin-turbo V6 – notably without Toyota’s new iForce Max hybrid system. Toyota no longer offers a V8 in their lineup, which is a bit of shame since most of its competition still offer one as an option. This is not to say that the new V6 isn’t impressive, as it operates smoothly with the 10-speed automatic transmission. The power output of the turbo V6 is a stout 389 horsepower and 479 lb-ft of torque. The engine feels rather tame in “normal” drive mode but moves with authority when switched to “sport” mode. 4WD is standard and operates part-time.
Our tester is equipped with rear coil springs, similar to the Ram 1500. It’s less skittish over bumps compared to the last Ford F150 and GMC Sierra I drove, but it could still learn a thing or two from the Ram 1500, which still has the best ride among its competitors. Handling on the Toyota Tundra is still rather impressive for its size and comfortable for daily commutes. Towing capacity is an impressive 5010 kg, with a payload capability of 755 kg, with all the cameras and tech inside to help with connecting those trailer hitches.
Our 2023 Toyota Tundra Hybrid is rated at 13.5 L/100km in the city and 10.6 L/100km on the highway, resulting in a combined figure of 12.2 L/100km. Unfortunately, during our test week, we achieved a rather thirsty 16.4 L/100km, which admittedly was very city-centric. Our tester has a starting price of $77,690 and came with no additional options. Despite its tall sticker, It’s a decent value proposition in the ever more expensive luxe-truck space., A base Tundra starts at $48,490.
With the 2023 Toyota Tundra Platinum 1794 Edition, there are many things to like. With a potent engine, impressive working capability, a handsome exterior, and a delightful interior, combined with Toyota reliability and resale, expect the Tundra to further grow to be a serious player within this segment.
