SEMA eNews Vol. 16, No. 14, April 4, 2013

2014 Toyota Tundra Measuring Session Attracts Crowd

By Chad Simon

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RJ Lynn of Fab Fours Inc. gathered 3D data for developing premium bumpers for the new Tundra.
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Darrin Olsen of EGR Inc. took window measurements to produce window visors for the Tundra.
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Daniel Rice and Victor Garcia of Westin Automotive Products gathered specs from the Tundra's grille.
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The Tundra's available 5.7L DOHC i-Force V8 produces 381 hp and 401 lb.-ft. of peak torque, in both gasoline and flex-fuel variants.
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The new 1794 Edition is a tribute to the ranch, founded in the year 1794, on which the Tundra plant is located in San Antonio, Texas.
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Providing access to the Tundra allows manufacturers that develop truck-bed products to measure the pickup's bed (65 x 78.7 in.) so they can design products to accurately fit and match the ’14 Tundra’s styling.

Thirty-three manufacturers—the best attendance in several years—showed up to measure the redesigned ’14 Toyota Tundra during last week's SEMA Measuring Session at the Toyota Warehouse in Gardena, California. With three different models on display—the all-new premium 1794 Edition, SR5 and Limited—manufacturers extracted the specs they needed to develop aftermarket parts for the pickup that is sure to be a hit among enthusiasts.



The ’14 Tundra—available in September—will be redesigned, inside and
out, representing the first major change since the launch of the current
generation for the ’07 model year.

The ’14 Tundra is available in SR, SR5, Limited and two premium grades:
Platinum and the all-new 1794 Edition. Three cab styles are offered: a
two-door Regular Cab, four-door Double Cab and four-door CrewMax—all
available in 4x2 and 4x4 configurations. 

SEMA Measuring Sessions provide an integration platform for different sectors of the aftermarket community. Members acquaint themselves with new vehicles before their release or immediately following their debut. Participants can question manufacturer representatives and offer their feedback regarding the new vehicles. 

SEMA acquires first-production or pre-production test vehicles for the sessions, allowing wheel companies, performance groups and cosmetic restyling businesses to shorten the lead-time for new products. SEMA often gathers two or more vehicles for each session, increasing the value of each event. In this case, three different Tundra models were made available for specialty-parts manufacturers.

Westin Automotive Products uses Measuring Sessions to verify fitment of its current product offerings for an upcoming vehicle. “In the case of the Toyota Tundra, we manufacture a wide range of step-up products, winch mounts and grille guards,” said Victor Garcia of Westin. “We were able to install some product and surface scan a few key areas of the vehicle with a 3D white-light scanner. This Measuring Session is invaluable for planning the rest of our development schedule for this vehicle line. Pickups and sport-utility vehicles are our main product application, so having the opportunity to interact with the vehicle and personnel at Toyota is extremely helpful.”

The Tundra's all-new front design integrates the hood and grille for a chiseled and modern industrial image. Designers increased the size of the front fascia and tightened up the surfaces and character lines to punctuate Tundra’s pulling power and wide stance. The chrome grille has a taller, bolder look, visually connecting the upper intake to the lower bumper. The front lower bumpers are now a three-piece design, allowing for grade differentiation and less-expensive replacement parts. In addition, the fenders and wheelwells have been squared-off for a wide and sturdy stance.

According to RJ Lynn of Fab Fours Inc., the manufacturer's products will further enhance the Tundra's new styling. “SEMA Measuring Sessions are hugely beneficial for Fab Fours to get our hands on new vehicles well in advance of their release,” said Lynn. “This allows us to attain all of the data required [if not provided by that specific OEM] to be able to develop our products and have them released for production as the vehicles are hitting the dealership lots. The Tundra's more bulky lines will make for a stunning rugged look with our products installed.”

An all-new bed design helps carry the chiseled character lines all the way down the profile, leading to a rugged new bed and tailgate. An integrated spoiler in the deck helps with fuel efficiency. Like the front bumper, the rear bumper changes from one piece to three, for lower replacement costs.

In the case of Kevin Douglass of Truck Accessories Group (TAG), access to the Tundra allows him to measure the pickup's bed and cab so he can design products to accurately fit and match the Tundra’s styling. “This early access gives TAG the ability to have product available as new Tundras hit the market for those enthusiasts wanting to enhance and personalize their pickups. This service from SEMA is extremely valuable and greatly appreciated,” he said.

According to Nils Forssman of Truck Covers USA, “Measuring Sessions are invaluable to us as manufacturers because they afford us the opportunity to measure new trucks before they hit the market, which in turn enables us to ensure a perfect fit for our product and the new truck bed. We can with confidence supply tonneau covers that fit from the very first purchase of the latest truck models. Eliminating lag time gives us an enormous advantage from a customer-service aspect.”

Inside, overall passenger comfort is improved with an all-new front and rear (CrewMax) seat design and improved front seat ventilation. In addition, front seats have additional travel, and CrewMax rear seats can now be folded up for additional cargo carrying capability while maintaining a comfortable seating back angle.

The Limited grade features leather seating surfaces matching soft-touch stitched door and console surfaces and wood-style interior trims.

The Platinum grade has been completely redesigned for the next generation of personal-use truckers. It features perforated black leather-trimmed seats with double-stitched diamond plate leather, door and instrument panel inserts, and chrome seat and console accent badging.

The 1794 Edition reflects a Western lifestyle theme and includes saddle brown leather seating with embossed leather and ultra-suede accents. Matching soft-touch materials also accents the shift console, the front and rear door trim and instrument panel.

According to Walt Detlefsen of Vizualogic, Measuring Sessions help to match the color of the vehicle's upholstery, measure the OE headrests and
test prototypes all before the truck hits the streets. “It was a great opportunity to get an advance look and have our product ready when the truck launches,” he said. “Toyota and SEMA staff were on hand to answer questions and provide guidance. With the new Tundra’s best-in-class rear-seat room in their CrewMax cab, it’s a natural fit for our DVD and Android systems, and we’re glad to have the opportunity to develop for it in such a helpful environment.”

Tundra continues to offer three proven powertrains. A 4.0L V6 is standard on Tundra Regular and Double Cab models and produces 270 hp. It is paired with a five-speed automatic transmission. The available 4.6L V8 offers 310 hp, and the 5.7L V8 produces 381 hp in both gasoline and flex-fuel variants. Both V8s come standard with a six-speed electronically controlled automatic transmission.

The SR and SR5 grades will ride on 18-in. styled steel wheels, while the Limited, Platinum and 1794 Edition will ride on all-new 20-in. alloy wheels specific to each grade.

When equipped with a tow package, the Tundra has a maximum tow capacity of 10,400 lbs.

Measuring Sessions have also been a valuable part of SEMA’s Tech Transfer program, which grants SEMA manufacturing members access to vehicle CAD files provided directly from participating OEMs. The intent of the program is to help streamline production by minimizing or completely eliminating the necessity for reverse engineering. Chrysler, Ford, General Motors and Scion are currently participating in the program. SEMA Measuring Sessions and the Tech Transfer Program are functions of SEMA's OEM department.

In addition to access to upcoming vehicles, SEMA Measuring Session participants can also ask questions of the participating OEM staff to learn more about the vehicles, the automaker's marketing plans, the intended audience and more.



Chris Gomez, Toyota product manager, believes Measuring Sessions are beneficial to product manufacturers because they help to develop strong relationships with companies and individuals whose business relies on the vehicles OEMs produce. “There has been a longstanding trend for vehicle customization and accessorizing that is important to our customers,” he said. “With this Measuring Session partnership between Toyota, SEMA and aftermarket manufacturers, we hope to give all of our customers the option of making their vehicle their own the second they drive a new vehicle off of the dealer lot.”

“We at Toyota are extremely excited about launch of the new Tundra and we have begun to hear that from the aftermarket as well,” Gomez continued. “We find that this is being driven by the look and feel of the grades that we will offer on the new Tundra. The 1794 Edition will provide additional diversity, which builds off of our growing Platinum, increasingly popular Limited and SR5 grades. With these distinct grades, we feel that the aftermarket will be able to provide additional products on top of their current offerings, which can further help customers personalize their vehicles. We feel this is particularly vital in the fullsize pickup market because across all vehicle segments, owners of fullsize pickups (on average) spend the most on accessories. We would like to have the owners of the new Tundra ready to make their vehicle suitable to their lives once they purchase the new Tundra, and this partnership between Toyota, SEMA and aftermarket manufacturers helps to have those products ready once the purchase is made.”

The next SEMA Measuring Session features ’14 GM fullsize trucks and will be held April 23, at Warren Technical Center in Warren, Michigan.

For additional information on Measuring Sessions, Tech Transfer and additional programs available through SEMA's OEM Relations department, visit www.sema.org/oem.



The ’14 Toyota Tundra Measuring Session participants included:

A.R.E. Accessories LLC     Prestige Autotech Corp.
AEM Induction     Rosen
American Eagle Wheel Corp.     Rostra Precision Controls
American Tire Distributors     Rugged Liner Inc.
ATS Design     Stoptech
Bushwacker     Tenneco Inc.
Carlisle Tire and Wheel     Truck Accessories Group
CARR     Truck Covers USA
C.R. Laurence Co. Inc.     TSW Alloy Wheels
Delta Tech Industries LLC     Vizualogic
Discount Tire Co.     Voxx Products
EGR Inc.     Westin Automotive Products
Fab Fours Inc.     Wheel Consultants Inc.
Fabtech     Wheel Pros
Konig     Winbo USA
Lexani     Winfield Consumer Products
Lund International      
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