Maybe Toyota cannot pass it's reliability reputation to it's line of trucks. Recently, many owners have been reporting engine failures with the 5.7-liter V-8s. Rumor has it Toyota may recall all these vehicles as a safety precaution. 
Engine Failure Difficult to Fix
The nature of Engine failure is particularly hard for Toyota. Engine trouble is one of the more difficult problems to fix with new cars, and the most expensive. In addition to the severity of the problem, Toyota has built it's reputation on building reliable cars. A recall would certainly make headlines, given Toyota's prominence in the car market, and hurt Toyota's brisk sales the new pickup.
"Company spokesman Bill Kwong said Toyota realized in February that there was a problem with the camshafts delivered by a supplier for the 5.7-liter engine, and the automaker ordered the necessary changes to production." (1)
Toyota also noted that no injuries have been reported in all cases of engine falure they have seen.
We should expect to hear about any recalls in the next month.
More Rebates Ahead
Toyota still wants to make a dent in the truck market. While U.S. manufacturer still hold 90% of all truck sales, Toyota still hopes to capture a larger share. We even think they may be willing to take a loss in order to build a long term user base. We should see prices fall on the biggest vehicle launch in history.
Other Sources
(1) Detroit News