Toyota Motor Corp.’s Tundra, the automaker’s first direct challenge to large pickup trucks from General Motors Corp. and Ford Motor Co., beat out those models to be named Motor Trend magazine’s 2008 Truck of the Year.

The Japanese automaker’s revamped Tundra, on sale since February, was chosen over vehicles including GM’s Silverado and Ford’s F-150, the two top-selling U.S. pickups, the Los Angeles- based magazine said today on its Web site.

“Toyota is pulling no punches by introducing one of the biggest, strongest and most capable vehicles in the segment, as well as investing billions in a new state-of-the-art manufacturing plant in the heart of truck country — San Antonio,” Motor Trend said.

Automakers use such awards, along with rankings from magazines like Consumer Reports and research companies such as J.D. Power & Associates, in their marketing. Tundra U.S. sales this year rose jumped 58 percent through November to 177,336, while Ford’s F-Series models fell 12 percent to 635,520 and GM’s Silverado declined 3.3 percent to 564,697.

Toyota passed Ford this year to become second in U.S. sales of cars and light trucks, behind GM. The Toyota City, Japan-based company is challenging GM for the worldwide lead.