Overlanders, rejoice: A recent official social media post confirms that the Toyota Land Cruiser is returning to America after a brief hiatus. While certainly unexpected, this burst of interesting news comes with intrigue, hope, and the potential to disappoint a whole bunch of people. Let me explain.
Captioned “Did you really think we’d be gone for long? The legend returns,” this slideshow of various Land Cruiser badges confirms plans for a U.S. revival, but it doesn’t say much about what’s coming. Toyota could go in several different directions, but before we start speculating, let’s kick things off by looking at the recent past.
The dearly-departed J200 Land Cruiser was a favorite of America’s old money set for a staggering 13 model years until Toyota gave it one last special edition with an amazing throwback emblem package and kicked it from showrooms permanently due to an incoming global replacement. While it never sold in massive volumes, it was a culturally-important vehicle for Toyota in America, acting as a status symbol and beacon of aspiration for off-roaders.
The global replacement for the J200 Land Cruiser is the sweet-looking J300 that’s already on sale in many parts of the world. Could it be sold in America? This large rig shouldn’t be terribly difficult to certify as its Lexus LX twin is already on sale in America, and the big Lexus’ upmarket move should clear some space for a full-size J300 to sell without cannibalizing sales. However, if Toyota wanted to bring the J300 Land Cruiser to America, why wouldn’t this have happened already?
A big possibility is that Toyota wants to protect the Sequoia. This full-size SUV doesn’t quite offer the packaging of its domestic competitors, and there’s a chance the J300 Land Cruiser could chomp into sales of Toyota’s current American flagship SUV.
Of course, it’s also worth noting that the Land Cruiser name applies to more than one SUV. Another possibility is that the next-generation Land Cruiser Prado midsize SUV could make it to America. While we haven’t seen the next Prado just yet, expect it to look similar to the 2024 Lexus GX that the internet is going crazy for. However, the Prado option has a potential problem. Because of its midsize status, it would compete directly with the Toyota 4Runner. Awkward.
Of course, there’s also the possibility that Toyota kills the 4Runner altogether, but we’re talking about a vehicle with legions of dedicated fans, plenty of brand equity, and hot sales figures. That seems extremely Even though the 4Runner is a whopping 13 years old, a new one is coming and people still want it because it’s a beast off-road.
An Automotive News report claims that the Prado is the Land Cruiser we’ll see in America, but I’m not so sure if this should be the move. The report claims this new SUV will come with a 2.4-liter turbocharged four-cylinder hybrid powertrain, which sounds like a reasonable way to differentiate the Prado from the Lexus GX, but I have a strange feeling that a smaller, four-cylinder Land Cruiser would go over like a lead balloon.
While a Prado makes sense for sales volume, it really should be the full-size J300 Land Cruiser that makes the boat to America badged as a Land Cruiser. Old money just isn’t aligned with the vulgarity of the current Lexus LX 600, and the Sequoia is compromised enough that a flagship above it should still hold appeal. The Prado could then become the 4Runner, eliminating the need to build an entirely new U.S.-specific vehicle.
Of course, that’s likely never going to happen, but we’ll have to see where Toyota’s chips fall.
(Photo credits: Toyota, Lexus)
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It’s worth pointing out that orders for the LC300 are stretching out over a year or more between signature and delivery into markets that Toyota already supplies. And then there’s the price which is equivalent to US$60k for the base GX…which the US probably wouldn’t get. Whereas a Prado based Land Cruiser would/could start with a 5 in front of it.
supply chain considerations must enter the conversation
Despite the endless parade of SUVs, Toyota has nothing in the BEV segment. I know they are behind the ball in this space, but if they want to sell SUVs in the ~$80k-$100k price range in the next 10 years, they need to get moving. Where I live, quite a few Rivians are going to homes that also own toyota hybrids.Toyobaru BEV aren’t in the same segment, and even folks buying CUVs don’t want that fugly thing.
this comment is off topic
Feels like whichever TNGA-F based truck you buy (i’ve lost count how many there will be) you’ll feel like you want something that you can’t get. Case in point: 4Runner will have the roll down rear window, GX will have the vanilla lift gate, and the new LC will have the coveted split-gate (if Toyota is listening–hell it should have been on the J300). Sequoia should have had rear independent suspension rather than solid axle for better interior packaging and on road handling to compete with GM full size twins, with a Lexus variant to match Range Rovers, wagoneers, etc. (as fistpunch said).
I think they may create a Bronco/Wrangler competitor, if so, take my deposit.
I will sell a couple of children to make it so
It never ceases to baffle me how many different ugly SUVs each brand can sell in the U.S. and keep each one profitable. How many SUVs do you need??? How is it not more profitable to design one versatile SUV platform and just sell multiple variations of it?
I just can’t believe we really need a Sequoia, Land Cruiser, 4Runner, and Lexus variants of all of those, as well as the Corolla Cross and whatever else I’m forgetting. Just fricking… make one SUV, crank them out in obscene numbers, and with all the money generated from that, use the other factories to make interesting stuff. If people really love the names Sequoia and Land Cruiser, just make them trim levels for the 4Runner and give them different grilles.
This is exactly what Toyota is doing. The TNGA F and K platforms form the basis of like a dozen + CUVs and SUVs that are out today. Something for almost every use case, and, as we are seeing, hella overlap.
https://en.wikipedia.org/wiki/Toyota_New_Global_Architecture
this comment dramatically misunderstands everything about auto manufacturing, and on an enthusiast website to boot
The Land Cruiser is a rebadged Lexus? My how the mighty have fallen…
I can’t tell if this comment is serious or a troll post
Hopefully the new Prado has a bit more poke, the current model here has the 2.8L turbo-diesel from the Hilux and takes *17 seconds* to get to 100km/h (62mph) from rest!
As a 4Runner guy but would like something a bit bigger at some point, I’d love to see the J300 but without luxury details, Lexus can take that luxury space. Keep the J300 styling on the grill, I personally cannot stand the Hulk Hogan handlebar mustache headlights Toyota is going for these days on their new truck lineup.
I believe it was Doug DeMuro who said the Land Cruiser was the big, luxurious SUV of choice for the kind of person who didn’t want you to think about expensive it was. After that was when I started noticing any time corporate executives were visiting where I work, there were Land Cruisers in the parking lot, painted company colors of course. With the Land Cruiser gone, the last executive visit came with corporate color Wagoneers.
We’re getting the Prado. Below is what I think could happen regarding the 4Runner as they won’t give up that brand equity:
Love #2. They had almost that with the FJ Cruiser…so prob not out of the question in the future.
I think the US Land Cruiser will be a new model similar to the old FJ Cruiser
Not in the market for one, but I’m glad for some people who can afford to buy one and who want the iconic name. Like others, though, I’m not sure where it’s going to slot into the market. One of my most embarrassing car-related moments was when a customer drove up my driveway in a beautiful late-model Toyota SUV, which I only saw from the front, and I said “Nice – is that a Sequoia?” She fixed me with her steely blues, and icily said “It’s a Land Cruiser.”
As an owner of a J100, I want them to bring the J300 just so it softens the prices for used J200s.
Toyota has sort of backed themselves into a corner here. As you mention, the 4runner/Prado/GX are all but identical triplets and so the notion of making all 3 simultaneous makes little sense. On the other hand, it’s clear they weren’t happy with the way the 200 series sold compared to the 80 and 100 series haydays. Land Cruiser fans know what Toyota should do, but there is no way Toyota would: Sell us something based on the J300 but that looks more like the GX550, with all the classic Land Cruiser things we want. A package that doesn’t have to be loaded, with the ability to order high end off-road equipment at lower prices. What Land Cruiser fans want is a Land Cruiser 300 TRD Off-Road. A sweet spot between everything you want and nothing you don’t.
Toyota absolutely does not need to sell us a Prado.
but as they sell 3 door Prados around the world…wouldn’t a 3 door 4Runner lifestyle vehicle be something? Take the three door they likely already have planned for this platform, couple changes, and whammo…print money
Could we please just get a left hand wheeled version of the UK market Land Cruiser Utility? Diesel, 6 speed manual, 2 seats with a rubber interior and a MSRP equivalent of $34,000.
As cool as it is that it’s coming back, it sure isn’t a looker. The last model sold here looks better than the new one..
What are the compromises with the Sequoia besides the size?
Who will be the target customer that wants a tough-rugged 4×4 off-roader, wants something bigger than a 4Runner, smaller than a Sequoia, has GX550 money but doesn’t want a GX550?
I know that there is a certain stealth wealth demographic that simply must have a Land Cruiser but are there really enough to warrant bringing the 300 stateside?
What are the compromises with the Sequoia besides the size?
This is the question. Size is obviously a huge factor, but honestly, they are slicing this pie really thin.
IMO they should kill the J300 LX and build a new Luxury flagship that isn’t off-road focused, or at least something not as compromised as a body on frame off-roader. Lexus needs a Range Rover, not a G-wagon. Then Toyota would have a fine lineup. (in terms of size/market place) 4Runner, GX, Land Cruiser, LX (replacement), Sequoia. If Toyota really wants a big heavy duty Lexus they can make a lexus Sequoia on top of whatever they replace the LX with. Its what people buy anyway – Denali’s, navigators, etc.
Of course, Toyota came out with the TX which…no…is not a flagship, its a 3 row RX that looks worse. No, what they need to do is give us a 300 and build a replacement 5 seat super lux unibody LX.
THIS is the way.
The Sequoia does have a dismal cargo compartment config because for some reason the hybrid batteries are where the third row should fold into.
https://cdn.carbuzz.com/gallery-images/2023-toyota-sequoia-maximum-trunk-space-carbuzz-947060-1600.jpg
The LC 300 at least has fold-flat third row seats.
https://images.carexpert.com.au/resize/3000/-/app/uploads/2022/04/2022-Toyota-LandCruiser-300-Sahara_32-DSC06928.jpg
Porque no los dos?
Surprisingly it’s going to be a rebadged Landkreuzer p.1000 Ratte. Haters say “Toyota, you can’t sell a 1000 ton tank!”. Just imagine how safe you and your family will feel with twin 283 mm navel guns. So much room for a roof top tent as well.
I’d hope they’re bringing the LC300, as the Lexus version is too much aesthetically.
The GX 550 looks to be perfect though, and is the first car I’ll likely buy new since 2005. It’ll be for the wife initially, but when she tires of it I’ll take it for another 10-15yrs…
Supposedly the new GX has the same overall dimensions as the big Land Cruiser, It seems like Toyota’s definitely shuffling their demographics around.
It is important to note, back when the J150 Prado was released, it was the only “midsize” 4×4 wagon offered in most of the world other than the FJ Cruiser.
Since then, the similar-sized Fortuner was released, so they’re likely intending on moving the Prado upmarket to distinguish it, and that tracks with the new one being J300 based instead of hilux-based.
That would also leave room in the lineup for a 4-Runner.
Another part of me wonders if what we’re really looking at is the direct successor to the classic J70 Land Cruiser, with Ute, SWB, maybe even troop carrier variants on the way.
Does that j300 look “pretty sweet”? To me it looks like a Sequoia but with a grille that can smush 11% more pedestrians.
I wanted Toyota to bring over the Prado 14 years ago, but it seems like they are finally correcting their mistake. I ended up with a 13 GX460, but would have preferred a less frilly Toyota package.
I am super excited to see them on the road, and happy more people can get access to one the best SUVs in the world for less than what the LC 200 cost, but I doubt I’ll be a customer as I got close to 400k more miles to wring out of the GX.
I would love for Toyota to bring back an FJ40 style Land Cruiser to go up against teh wrangler and bronco. That being, a BoF, 2/4door, removable top, 4×4 ute.
but… that’s likely not to happen. 🙁
I’m fairly certain it is a prado but I don’t know how that will really fit into the current lineup
With this Prado coming, I can foresee some exciting things happening to the 4Runner line, like 2 doors and removable roof possibly. They have to do something besides just a roll down rear window to differentiate from the Prado, so why not bring out a closer Bronco/Wrangler competitor?
and as I posted upthread, since they are almost certainly going to have a 3 door variant for sale overseas, federalize that bad boy, and let ‘er rip….and rip the rook off while you’re at it
I prefer the look of the GX to both options, so I think that solves it for me. GX it would be.