But Toyota was smart enough to diversify their lineup. They came out with a new Tundra but covered their bets by also updating their new car lines and working big time on hybrids. Yeah, the new Tundra may be a money loser in the short term while gas prices peak but they’ll be able to ride that out using the profits from their gas misers. People will buy the Tundra because some people simply need a big truck. It probably won’t ever meet the volume projections they made back when the decision was made to spend all the money to redesign it though.
It’s like any investment. Long term the diversified portfolio almost always wins. The big three loaded up on SUVs/trucks and reaped the profits while gas was cheap, but lost out when gas went up.