The second world largest automaker and producer of high quality Toyota Land Cruiser parts, Toyota Motor Corp. according to its North American President needs to discount the Tundra truck to reach its goal of doubling its US share for large pickups.

Jim Press of Toyota Motor North America said in an interview with New York Today, “Incentives for us are not strategic, they are tactical. In the dealer-transaction price game, where the competitors really set the stage with their incentive activity, it drives us to the point where we recognize that incentives are part of this market.”

The Japanese automaker last June has began giving discount reaching as much as $3,500 for the 2007 Tundra that is four months after the truck was release for sale. Tundra’s list prices range from $22,290 to $41,850. Edmunds.com has estimated that the average Tundra incentive that Toyota has given last month reaches $5,083 which is more than from what GM and Ford has offered for their large pickups.