NHTSA gave the truck four stars--good but not stellar. Toyota issued a release yesterday arguing that its own data shows a consistent five-rating, per NHTSA criteria. The company, for whom Tundra is a critical product if it is ever to crack the domestic hold on pickup, said, in a release: "We are currently reviewing both our internal data and NHTSA data to see what can be done in the future."
The company went on to say, "It should be noted that our highest volume Double Cab model and the CrewMax model have not yet been tested by NHTSA," and touted such safety features as the truck's stability control, active traction and anti-lock brakes.
Market research from a variety of studies consistently put safety at the top of the list of purchase criteria for cars and trucks. And automakers tout only five-star ratings in advertising.