If you remember the first Tundra, the T100, then you know it wasn't even close to what was needed to compete in the full-size truck market. Too little with not enough engine, it was Toyota skipping a stone across the enemy's bow instead of a cannon shot. The second generation aimed closer, with an increase in size and the addition of a proper engine, a V8. Now we come to the new Tundra, and it's fully on target.
Publically, the competition is acting like the new Tundra is not a threat, but you know they have to be feeling the heat. If you go back to 1983 when the Camry was created, you would never gues that it would eventually be the powerhouse of the sedan market, but Toyota relentlessly improved the design every generation, better sales following better cars.
With the Tundra and Titan now in F-150 territory, how long can the diehard buyers remain loyal. They've already given up on the domestic cars, does anyone really believe that it won't go the same way for trucks? The new buyers have grown up in the back of Toyotas and Hondas, not Chevys and Fords. If GM and Ford want to continue dominating the truck market, then they better get serious about the car market.