Toyota has been building their reputation for a lot of years. In the late 70's, my parent's next door neighbour picked up a new Corolla. It was a great little car. Now their aiming at bigger markets with SUVs and light trucks. The big three are only realizing this now? Maybe they better pick up their socks and figure out what they're doing wrong or we're going to see a big shift in the North American auto industry. If Toyota jumps on a 1/2 ton diesel Tundra for the US & Canada, look out Ford, GM & Chrysler. The North American pick up buyers have been asking for an F150 diesel for a while now. Who's listening? Don't get me wrong, I love my SD diesel. My next truck will probably be another one, but maybe I would have bought another F150 or a Tundra if I could have bought a diesel one. I wonder if any of the auto makers have people watching websites like this one? hmmm...