Toyota appears to be testing the waters for a high-performance off-road truck that would directly challenge Ford's F-150 Raptor and Ram's RHO. The automaker recently sent out a survey to current third-generation Tundra owners, asking them to weigh in on potential names for what could become the brand's most capable factory off-road pickup.
The survey, distributed through Toyota Owner's Intersection and first reported by Tundras.com and TRD JON, includes a detailed description that leaves little doubt about Toyota's intentions. According to the survey material, "This high-performance truck package is designed for off-road enthusiasts, featuring an engineered long-travel suspension and 37" all-terrain tires. With the truck's unique wide fenders, high-clearance bumpers, and a powerful engine, it achieves exceptional off-road capability and performance."
The proposed names being floated to owners include TRD Pro-S, TRD Baja, TRD Hammer, TRD Iron, TRD Quake, and TRD Bizurk. Each name carries its own connotations, from the rugged desert racing heritage suggested by Baja to the more aggressive imagery evoked by Hammer and Quake.
This development comes at a time when Toyota could use a boost in Tundra sales. The full-size pickup saw decreased sales figures in 2025, suggesting the market might be ready for something fresh and exciting. Adding a high-performance trim or package could reinvigorate interest in the Tundra lineup and attract buyers who might otherwise gravitate toward competitors.
Toyota hasn't been shy about showcasing performance-oriented Tundra concepts at trade shows. Over the past four years, the company has displayed two notable concept vehicles at SEMA: the Tundra Trailhunter Concept in 2022 and the Tundra Desert Chase Concept in 2021. While neither progressed beyond the show floor, the Trailhunter concept did inspire production versions for both the Tacoma and 4Runner. However, a Tundra Trailhunter remains conspicuously absent from dealership lots.
What makes this latest survey particularly noteworthy is its emphasis on features that go beyond typical Trailhunter specifications. The mention of wide-body fenders and 37-inch tires suggests Toyota might be aiming higher than overlanding capability. These specifications point toward serious desert running and high-speed off-road performance.
Currently, Ford stands alone in offering factory-equipped 37-inch tires on production vehicles. The company provides this option on the F-150 Raptor, Raptor R, and Bronco Raptor. If Toyota moves forward with this project, they would become only the second manufacturer to offer such large rubber straight from the factory.
The competitive landscape for high-performance off-road trucks has intensified in recent years. Ford's Raptor lineup has established itself as the segment leader, with the supercharged Raptor R commanding premium prices. Ram entered the fray with the RHO, bringing its own take on desert-running capability. Both trucks typically retail in the seventy-five to ninety-five thousand dollar range, a price bracket that suggests strong demand for premium off-road performance.
Long-travel suspension represents a crucial component of any serious desert truck. This technology allows the wheels to move through a greater range of motion, absorbing large bumps and jumps that would bottom out conventional suspensions. Combined with the substantial sidewall height provided by 37-inch tires, long-travel suspension enables sustained high-speed running over rough terrain.
The wide fenders mentioned in the survey description serve both functional and aesthetic purposes. Functionally, they provide clearance for the larger tires, especially during suspension articulation. Aesthetically, they give the truck an aggressive, purposeful stance that communicates capability even when standing still.
High-clearance bumpers complete the package by protecting vital components while maximizing approach and departure angles. These angles determine how steep an obstacle a vehicle can navigate without contacting its front or rear ends, making them critical specifications for serious off-roading.
The survey's reference to a "powerful engine" leaves room for speculation about what might sit under the hood. The current Tundra lineup features a twin-turbo V6 hybrid powertrain producing 437 horsepower and 583 pound-feet of torque. Whether Toyota would tune this existing engine for more output or develop something entirely different remains unknown.
Toyota's decision to survey current Tundra owners rather than the general public suggests they're gauging interest among their most loyal customers. These owners have already committed to the Tundra platform and presumably understand its strengths and limitations compared to competing trucks. Their feedback could prove invaluable in determining whether to proceed with production.
The timing of this survey raises questions about development timelines. Automotive projects typically require several years from conception to showroom, meaning any potential high-performance Tundra might not arrive for a considerable period. However, the fact that Toyota is actively soliciting name preferences suggests the project has moved beyond preliminary discussions.
Market conditions appear favorable for such a vehicle. Truck buyers have demonstrated willingness to pay premium prices for enhanced capability and exclusivity. The success of both the Raptor lineup and Ram RHO indicates sustained demand for high-performance off-road trucks that can handle both daily driving duties and weekend desert adventures.
For Toyota, entering this segment would represent a return to performance-truck territory. The brand has historically focused on reliability and capability rather than outright performance in its truck lineup. A Raptor-fighting Tundra would signal a shift in philosophy and potentially attract new customers who might not have previously considered Toyota.
The desert racing heritage suggested by names like TRD Baja could tie into Toyota's extensive motorsports involvement. The brand has achieved remarkable success in desert racing, including multiple victories at the Baja 1000. Translating that competition-proven knowledge into a production truck would give Toyota authentic performance credentials.
Whether this survey ultimately leads to a production vehicle remains uncertain. Automakers frequently conduct market research that doesn't result in new models. However, the specific nature of this survey, combined with the detailed description and multiple naming options, suggests Toyota is seriously considering the project.
The potential price range of seventy-five to ninety-five thousand dollars would position this hypothetical truck as a halo vehicle for the Tundra lineup. Halo vehicles serve important marketing functions even when sold in limited numbers, generating excitement and enhancing brand image across the entire range.
For truck enthusiasts who have longed for a Japanese competitor to the Raptor, this survey represents the most concrete indication yet that Toyota might finally answer the call. Whether the project moves forward depends on factors beyond consumer interest, including manufacturing capacity, regulatory compliance, and corporate strategy.
The coming months should reveal whether Toyota commits to production or whether this remains another intriguing concept. Either way, the fact that Toyota is seriously exploring this territory signals recognition that the high-performance truck segment represents an important and growing market opportunity.
