Toyota has just delivered a brand new Tundra to Adventist Health nurse Allyn Pierce who made headlines after driving through California’s deadly wildfires.
The story of Pierce emerged just over a week ago when The New York Times reported that he risked his own life to speed through the fire to get to a hospital and care for his patients. While Pierce was able to speed through the fires without injury, his Tundra sustained some damage.
In fact, images which Pierce shared on Instagram revealed that much of his modified Tundra was singed and a number of plastic parts, such the wing mirrors and the front bumper, started to melt.
Not long after Pierce shared his story to the world, Toyota USA reached out to him on Instagram, promising to deliver a brand new Tundra as a way to say thanks for his bravery.
Just a week later, the Japanese manufacturer fulfilled its promise and handed the keys over to Pierce. His new Tundra may lack the aftermarket components of his former ride, but it is the desirable TRD Pro variant. Those looking to buy one of these directly from Toyota will have to part ways with at least $51,275.
As generous as Toyota’s gesture of goodwill is, it’s hard to deny that it’s also doubled as an extremely successful PR move. As a matter of fact, the automaker’s original Instagram promising Pierce a new Tundra had been liked more than 79,000 times at the time of writing.
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Today @toyotausa let me see the people that stand behind the logo. There were handshakes, conversations, and hugs. The sincerity and compassion that's been shown by this company was demonstrated all the way down to a human level. The next steps will be made hand in hand with @therockstargarage . They showed what they're about, when they literally showed up in Chico yesterday with supplies for the Fire crews and the National Guard. I couldn't be prouder to be associated with these two🤘🏼 time to get #paradisestrong #rockstargarage #campfire #perfectmarshmellow