And, taking a clue from the Detroit Three, Toyota is headlining two new high-end, lavishly appointed models for buyers whose unmuddied boots are always hand-tooled. No hint of prices, but the top-end models of Ford, GM and Ram pickups range from $54,000 to $60,000.
And they give the automakers prestigious models to show off, putting a sheen on the whole truck lineup and making dollar-conscious business buyers feel as if they're getting bargains when they spring for $35,000 trucks.
The Tundra continues to try get a bigger piece of a pie dominated and staunchly defended by the Detroit Three, which depend on pickups for most of their profit.
"The big-truck segment is the only one Toyota wasn't able to conquer," says Jesse Toprak, veteran industry-watcher at TrueCar.com. "So there's some pride resting on it."
Ford F-Series, the nation's best-selling vehicle for decades, accounts for two-thirds of Ford Motor's U.S. profit, estimates Adam Jonas, analyst for Morgan Stanley.
Besides the three current trim levels, Toyota is adding two pricier ones that fill the trucks with more gadgets, premium leather and just about every other luxury.
The Platinum will feature perforated black leather-trimmed seats and instrument panel inserts to give it an "urban" feel. The type of leather is a first for a Toyota truck.
The 1794 Edition is similarly upscale but goes the cowboy route, with lots of embossed leather to evoke saddle gear.
But Tundra didn't become a full contender until the 2007 model year when it was completely redone based on research into truck buyers' needs and enlarged to better rival Detroit's mainstays.
Toyota sold 196,555 Tundras of that model year, increasing its share of the market to 8.9%, according to Edmunds.com. But sales fell with the economy and last year, Toyota sold just 101,621, dropping its share to 6.1%.
Trying to compete not just for numbers but profits, Toyota is embellishing the Tundra to compete better in the lucrative high end.
Ford says about one in three of its pickups is priced at more than $35,000 — and it has kept adding new upscale models, too. One, the F-150 Limited, can be ordered with a red leather interior. Meanwhile, Chrysler's Ram created a new luxury pickup last year, and General Motors continues to expand its GMC Sierra Denali luxury models.
"They are making great profit on full-sized pickups, period," says Mark Williams, editor of PickupTrucks.com. "You tag on the premium options packages, and it's just profit stacked on top of profit."