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I test drove an ecoboost 2010 MKS last year and was impressed. However, I didn't think it wise to buy a new engine, especially a domestic gasoline turbo, in the first year of production. Heck, Lincoln had a number of quality problems with the first year MKS units in 09 that didn't have the ecoboost engine.
Ford lately has been extremely aggressive with their F-Series marketing, more so than any other competitor in the truck segment. Dodge, GM, and Toyota need to take notes here. Toyota did a pretty good job with the Tundra marketing, but some quality issues here and there detracted from the reputation Toyota was trying to build with the Tundra.
The next-gen Tundra NEEDS to have a true heavy duty model in order to be taken more seriously, and also a serious off-road model. Overall quality needs to be improved especially with regards to the tailgate and sheet metal, as well as interior quality. Then, Toyota marketing has to be aggressive and smart. A specific type of marketing is needed for the truck segment.