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Apr 04, 2023

One Thing That The Upcoming Toyota Land Cruiser Must Get Right To Succeed

While the old Land Cruiser never set the sales charts on fire in the U.S., the

While the old Land Cruiser never set the sales charts on fire in the U.S., the upcoming SUV could change that, provided Toyota gets a few things right

No one can argue with the iconic status of the Toyota Land Cruiser. It is a vehicle that has tackled and conquered continents. No matter where you happen to be, it is almost guaranteed that you will see a Land Cruiser either taking the kids to school or soldiers to war. However, in the U.S, sales of this incredible vehicle plummeted to the point where Toyota decided to stop selling it. But how does a vehicle so good manage to sell terribly? Well, we believe that this is purely down to the wrong marketing from Toyota.

The good news, however, is that the company is planning on bringing back the vehicle to the US. It is going to be sold as a different version to the 300 series sold overseas. Therefore, we thought we would go over what marketing mistake Toyota did in the past and what must be done to avoid it with the new vehicle.

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Before we get into what Toyota got wrong with the Land Cruiser in the U.S., we must first cover what the Land Cruiser represents. The Land Cruiser was introduced as a war vehicle. It was first known as the BJ20 and in later years the Land Cruiser nameplate was added. Fun fact, the first two letters in any Land Cruiser model designate its engine while the numbers designate the model. For example, an HZ80 is an 80-series Land Cruiser with an engine from the HZ family. In the U.S., the 80 series Land Cruiser is known as the FZJ80 as it features the gasoline FZ engine.

The Land Cruiser was one of the first models that Toyota sold in the United States. Up until the early 1990s, the Land Cruiser remained a rugged and very capable off-roader that could tackle any type of terrain. Mechanical components featured solid front and rear axles, leaf sprung or in later years coil sprung suspension, large displacement engines, and tough transmissions. Diff lockers and low range was also available and ensured that no obstacle could stop a Cruiser.

So, the Land Cruiser was born as a vehicle meant to tackle harsh terrain. If needed, it could also be used around the city and on the highway. But that wasn't its main appeal. The Land Cruiser thrived in the middle of the African desert or the Arctic Circle and this is what made it popular.

RELATED: What You Need To Know About The Return Of The Toyota Land Cruiser To The U.S.

The reason the Land Cruiser wasn't selling well in the U.S. is rather obvious. You see, from the 100 series onwards, the Land Cruiser started to lose its all-out ruggedness in favor of a larger and more luxurious body. It became more expensive, it lost its solid front axle, and the interior was now filled with leather and wood. Instead of competing with the models like the old Defender or the Jeep Wrangler, The Land Cruiser was now competing with the Range Rover, and this was never going to end well for Toyota.

While there is no denying the space, comfort and abilities of the newer versions of the Land Cruisers, there is also no denying the badge on it. People in the market for a luxury SUV won't pay upwards of $100,000 for a car with a Toyota badge. They would much prefer something from Land Rover or Mercedes. This meant that the Land Cruiser was now sitting in a weird place where it was too expensive and too large to be used as a full-on off-roader and too rugged to be bought by people looking for a luxury SUV. So, simply put, the Land Cruiser evolved into something it was never meant to be.

RELATED: Why We’d Pick The New Toyota Land Cruiser Over The Grand Highlander

The U.S. market loves old-school-looking rugged off-roaders. This is obvious as soon as you take a look at the sales figures of both the Ford Bronco and Jeep Wrangler. This means that Toyota should simply bring back the spirit of the OG Land Cruiser. How do they do that? Well, it is a relatively simple formula.

First and foremost, it is incredibly important that the new vehicle features old-school and rugged looks. The standard 300 Series Land Cruiser looks like a conventional SUV and that simply won't cut it. The upcoming American market variant must feature looks similar to those of the 4Runner or even the FJ-Cruiser. This is the first step in ensuring the truck enters the off-roader market and not the luxury SUV market.

Then, we need a rugged drivetrain with incredible off-road abilities. The Jeep Wrangler and Ford Bronco which should be direct competitors come with 33 (in the case of the Wrangler) and up to 35-inch tires (in the case of the Bronco). Furthermore, they feature sophisticated traction systems like front and rear lockers, sway bar disconnects, and in the case of the Wrangler, a solid front axle.

Toyota should do the same thing but with the added touch of Toyota reliability and durability. Also, since Toyota now also has the Trailhunter trim level, the new Land Cruiser can also offer trim levels that come as standard with accessories like roof racks, steel bumpers, and even rooftop tents. This will help buyers buy a truck that is already built, warranted, and financed as one single unit. Furthermore, the Trailhinter version will further differentiate the Land Cruiser from the competition while also solidifying the fact that this is a true blue off-roader and not a luxury SUV.

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In our opinion, the upcoming U.S. spec Land Cruiser should be somewhat of a spiritual successor to the FJ-Cruiser. Sure, the FJ Cruiser has its annoyances due to its quirks. However, if Toyota utilizes a similar design with a more practical interior, they will certainly have a winner. Lastly, it is important to remember that the Land Cruiser must remain relatively affordable to ensure it is attainable by a wider audience.

So, the recipe for the new U.S. market Land Cruiser is straight-forward. The one thing that Toyota needs to get with the Land Cruiser is to get the market positioning spot on. Create a vehicle that is simple, rugged, and old school looking to take on the most capable off-roaders in the current market. That vehicle should bare the very essence of the Land Cruiser nameplate and must avoid the luxury market at all costs. As for where it'd slot in Toyota's current lineup, rumors suggest that it could sit in-between the flagship Sequoia and the Grand Highlander. Toyota's premium-arm Lexus will reveal the next-generation GX on June 8, and that model could perhaps give us more hints of the upcoming Land Cruiser.

Theo has dedicated his life to cars. He has studied the only Automotive Journalism course in the world located at Coventry University and describes this passion as a clinical obsession. Give Theo four wheels and he will drool over the piece of metal, plastic, and glass in between them for hours. Once he is done, he will let you know if it's good or not.