Toyota may have killed the Land Cruiser in U.S. altogether. Or, the new next-gen J300 Land Cruiser could still be coming to America — but as a 2023 model, after a launch in Japan. Or, we could instead get a separate new vehicle called the "Land Cruiser," perhaps based on the new Tundra.
There is one more option, and it's arguably the best route. Toyota should leave the Land Cruiser name behind, and only bring the J300 to America as a Lexus.
The Toyota Land Cruiser name may be iconic with enthusiasts, but it isn't selling cars. After all, Toyota is not a premium brand in the United States. Sure, the 4Runner, Highlander and Tacoma are very popular, and like many new vehicles, have drifted upmarket in recent years. But it’s a massive delta between a $51,745 full-optioned 4Runner TRD Pro and a Land Cruiser that starts at $86,930. The latter prospect just doesn't play for Americans.
Toyota knows this — which is why it created Lexus. When I had a Land Cruiser to review, a lot of people, even people who like cars, did not know what it was. To explain it, I drew blank stares tracing the lineage back to the FJ40. Then I just told them it was the Toyota version of the top-of-the-line Lexus LX.
Toyota
Every current trend in the market right now should be working in the Land Cruiser’s favor. One of America’s hottest automotive segment is upmarket three-row SUVs like the Land Cruiser. (Jeep is launching three of them this year.) Off-roading and overlanding may be the most dominant trend short of electric mobility; the Land Cruiser is legendarily capable for those purposes. SUV nostalgia is huge right now, thanks to the new Bronco and the new Hummer.
Yet, despite those factors working in the Land Cruiser's favor, almost no one buys it. The Lexus LX, which is basically the same car with Lexus badging, outsold the Land Cruiser by around 43 percent last year. Cadillac sold nearly eight times as many Escalades in an outgoing model year.
Admittedly, the Land Cruiser is old, which seems like it could be holding it back. (It launched for the 2007 model year.) But the 4Runner is ancient too, and Toyota sold more than 40 times as many of them last year. Likewise, the Lexus GX that came out for the 2010 model year is nearly as geriatric; Toyota sold nine times as many as them as it did Land Cruisers.
Yes, the Land Cruiser is expensive, another factor that could work against it. But the thing is, buyers are willing to pay big for luxury SUVs that don't carry Toyota branding. The new Jeep Grand Wagoneer will eclipse $100,000, and the Cadillac Escalade blows well past that mark; SUVs from Aston Martin, Lamborghini and Bentley all sell for twice that and more — and sell in numbers equal or greater to the Land Cruiser in the U.S.
Perhaps a new model packed with high-tech features and a huge relaunch could revive the “Land Cruiser” brand for Toyota. But, right now, the Toyota name seems to be the factor that’s metaphorically weighing this bulk SUV down more than anything else.
This is one of our picks for the best reading chairs you can buy thanks to its exceptional mid-century design and comfort. It's a chair you can sink into.
The Nike Blazer is a sneaker icon. Pare it back and make it a low top and it has instantly become the best shoe you can wear this spring and summer. It will go with anything and is durable for daily wear.
These Bose headphones are some of Gear Patrol's favorite noise-cancelling headphones of the past year, owing to excellent design and top-notch sound quality. Don't like this color? The black and white colorways are both on sale for $330.
Otterbox's Venture cooler features integrated injection-molding and high-grade cooling technologies, anti-slip rubber feet and interior separators for wet and dry goods. Don't sleep on this, cookouts are coming.
A set of Adirondack chairs is a timeless pairing for any backyard, patio or balcony. These are made from faux wood, giving them exceptional durability and weather-resistance.
If you want a mask with more protection and versatility than a simple cloth mask, check out this one from Outdoor Research. It has adjustable straps to keep your fit dialed and comes with three replaceable filters that block out 95 percent of particles.
These runners from New Balance look great and crush on light trails. Made from New Balance's Fresh Foam, they are supremely comfortable and durable enough to take a beating.
This is an outrageous deal on an excellent Bluetooth speaker. It features eight hours of battery life, has integrated Siri and Google Now and looks good in any room, to boot.
Here you go, the perfect boot for spring. Todd Snyder always brings it when it comes to collaborations and this is no exception; this silhouette comes straight from the Sebago archives.
These water- and sweat-proof earbuds are our pick for the best workout earbuds. They have 6-hour battery life and are MIL-STD 810G certified, which means they have passed repeated shock, vibrations, drop, and crush tests as well as extended exposure to tropical humidity, hurricane-force water and desert sandstorm conditions.
Patagonia's Black Hole Duffel is one of the best packs around, so whenever it is on sale, we jump at the chance to snag one, even if it is purple. The 40L iteration is a versatile size ready for a weekend getaway or an extended trip.
For three years running, we’ve awarded the top slot to Mountain Hardwear’s Super/DS StretchDown jacket, and right now, at arguably the best time to buy a jacket, it’s on sale for 40 percent off. If you don't like the orange, there are other colors on sale at a lesser discount, as well.
Aether makes some of the best technical wear in the biz. This waterproof jacket is packed with features, including a removable hood, numerous pockets, fully-taped seams and a powder skirt.
Flint and Tinder's bestselling jacket almost never goes on sale — usually only once a year, if you're lucky. Immensely warm and tough-as-nails, this is a heritage piece that you'll have forever. Now is the time to pick up this weather-resistant jacket for the cheapest price you'll ever see it.
Filson has been making some of the best gear to come out of the Pacific Northwest, and probably the whole country, for years. This tote is tough-as-hell and water-resistant — perfect for weekend trips to the farmers' market.
This is a perfect layer for spring. Just about everything NYC-based Todd Snyder makes is quality and damn good looking, but this definitely takes it up a notch. If you want to use it as a liner underneath a topcoat, it is an excellent choice, but it also pairs exceptionally well with a sweater or t-shirt.
Originally a tennis shoe in the 80s, the Killshot 2 has become one of Nike's most coveted kicks. After years of only being available through J.Crew, they are now available in multiple colorways directly from Nike. They sell out almost every time they go on sale, so act fast to get yourself a pair.
Spring is coming and we're thinking hard about our next trips out into the wilderness. When it comes to backpacking gear, a good sleeping pad is one of the more important pieces you can have in your pack, so it is best to opt for quality. This insulated pad keeps you warm and cozy when the ground gets cold.
Apple's premium AirPods have been hovering around $200 for a while now, which is a great deal. Competition is now fierce in this headphone category, but the quick pairing and native integration with Apple devices still makes the AirPods Pro tough to beat.
The Eco-Drive from Citizen is powered by light, so you never need a battery. This diver is highlighted by a date display at 4 o'clock, a luminous dial, and a dual-tone bezel.
When looking back on life and thinking hard about every travel mug and thermos you've seen, odds are high that most of them are made by Stanley. This classic brand has made some of the best insulated mugs for years, so picking one up is a no-brainer.
Staub's enameled cast iron is versatile, distributes heat evenly, and works with any heat source, including induction. This is one of our favorite pieces of cookware.
Huckberry and Timex threw it back to the 70s and 80s with this collaboration. Starting with a blank slate, the brands led with the iconic cola colorway, added a military-inspired dial and finished it off with a woven stainless steel bracelet and aluminum timing bezel.
This content is created and maintained by a third party, and imported onto this page to help users provide their email addresses. You may be able to find more information about this and similar content at piano.io