The new Toyota Tundra has been revealed, and if we're being entirely honest, it's new and tough front-end could take a little getting used to.
The official reveal comes after a series of leaks blamed on US dealers, but whatever the cause, this is the real-deal Tundra officially released by Toyota.
The image is what appears to be a tougher TRD variant, and the big news by far is the massive front-end, dominated by a huge squared-off grille that looks big enough to go ice-skating on.
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That sea of black sits atop a swollen lower front-end, that incorporates the under body protection and bash plates, and the whole thing just looks, well, massive.
Toyota is yet to reveal the full details of its new truck - in fact, they were basically strong-armed into releasing this image - but it has made some big promises about its incoming Tundra.
Expected to be powered by the LandCruiser 300 Series' engine options, the brand has also flagged a new top-secret drivetrain set to "blow you away", and that could potentially find its way into the HiLux and GR HiLux family.
Toyota's North American Vice President of Sales, Bob Carter, telling US outlet MotorTrend the new engine "will blow you away", while promising his company was "in it to win it" when it came to the big truck power wars.
The big question, though, is what this bold new design will mean for the next-generation Toyota HiLux, due around 2023.
There's an undeniable trend to make utes of all sizes look more like their American brethren, and with the just-updatedm HiLux already adopting a bigger, bolder face, there's a real chance what you're looking at here previews what the next HiLux will look like, too.
The question is, is that a good thing, or bad thing? Over to you, readers.