It might be no surprise, then, that this Tundra has more than doubled Toyota's share of the big pickup market, compared to the previous-generation, slightly-less-than-full-size model. But double is not enough. Toyota has invested huge in its big pickup, and not just in the vehicle itself, but by re-configuring its assembly line in Indiana and adding a second pickup plant in Texas. So for 2008, Toyota has added more models to the Tundra line and priced the truck more aggressively.

When the Tundra was launched for 2007, the only really basic, no-frills model was the conventional Tundra Regular Cab, with its single-row seating for two or three. In 2008, buyers can choose the most popular Tundra versions, the Double Cab and CrewMax, with a new Tundra Grade trim package that offers fewer standard features and substantially lowers their price. The six-passenger Double Cab, for example, now starts at $24,715, or $1,400 less than the least-expensive 2007 version. Higher trim Tundras, meanwhile, get even more standard equipment. Bottom line, the 2008 Tundra should appeal more to buyers at the lower-end of the full-size pickup market, and deliver more value to buyers at the high end.

Tundra covers nearly all the half-ton pickup bases. The 4.0-liter V6 engine is most economical, with more than enough power for basic work-truck duty. The high-torque, 381-hp 5.7-liter V8 and its standard six-speed automatic transmission make one of the strongest, most responsive powertrains in the class. Even the base models are loaded with useful features, including tons of interior storage options, an easy-lift assisted tailgate and standard four-wheel disc brakes. Overall, the Tundra might be the smoothest, most comfortable full-size pickup available.

Safety equipment is the most comprehensive in pickups, including side-impact airbags, curtain-type head protection airbags, advanced anti-lock brakes (ABS) with electronic brakeforce distribution (EBD) and brake assist, Vehicle Stability Control (VSC) and a limited-slip differential.

The high-end Limited models offer features such as GPS-linked navigation with a backup camera and a state-of-the-art rear-seat entertainment with a nine-inch LCD screen.

Yet the comfort and features shouldn't suggest that Tundra is best left to truck-as-family-car buyers. When it was launched for 2007, this Toyota offered best-in-class payload and tow ratings, and it still exceeds nearly every other half-ton on the market. Maximum Payload ratings range from 1410 pounds to 2060 pounds, while maximum towing capacity reaches 10,800 pounds. An available deck rail system in the bed anchors moveable tie-down cleats rated at 220 pounds.

The Tundra comes in three body styles: two-door Regular cab; Double Cab with front-hinged, secondary rear side doors; and four-door CrewMax. It's available with three bed lengths and three different wheelbases. In addition to the V6 and 5.7-liter V8, there's an intermediate 4.7-liter V8. Rear-wheel drive is standard, four-wheel drive optional, with seating for two, three, five or six in three trim levels. In all, the 2008 Tundra is available in 44 different build configurations.

That's a lot fewer than a Ford F-150 or Chevy Silverado, believe it or not. Moreover, those veteran pickups offer more options than Tundra, including things like different rear-end ratios and towing aids that allow a buyer to more specifically tailor a pickup to personal needs. And Dodge, Chevy and Ford have a database of valuable customer feedback that goes back decades beyond Toyota's.

It's difficult to convince a longtime pickup owner to switch brands, and each make has strengths and weaknesses relative to the other. But there's no arguing that Toyota has jumped into full-size pickups in a huge and very effective fashion. Shoppers without a particular brand affinity, or those new to the light-duty truck market, should absolutely have a look at Tundra.