Why the Land Cruiser is Toyota’s Biggest Mistake

About the earlier 20 many years, the Land Cruiser has been Toyota’s greatest miscalculation. These days let us pretend we know greater than the promoting staff of Toyota by owning a glance at what they’ve performed incorrect and why income in marketplaces like the US have plummeted. To realize this, we want to go again to the 1950 and 60s.

A Temporary History of the Land Cruiser

In 1951, Toyota Developed the Toyota BJ for use by the National Police Reserve. It had four-wheel drive and a 3.4-liter six-cylinder gasoline motor. Although the Toyota was additional powerful, the Police reserve selected to use the Mitsubishi Jeep As a substitute. This was a certified creation edition of the North American Willys Jeep. Toyota states that this happened due to the Jeep’s considerable monitor file.


Considering the fact that the BJ did not perform as a company motor vehicle, in 1953 it was converted for civilian use and was bought to the public with great achievement. As the a long time progressed and all through the rise of Japan, the BJ grew to become the BJ20, then the FJ40, FJ55, FJ60, FJ80, and lastly, it all fell aside.

The Problem with the New Types

The 100 Series Land Cruiser completely shifted the model from staying a truck of the people, staff, and even recreational off-roaders to a thing only someone with a hefty wallet could find the money for. Even even worse, it misplaced most of the things that produced it so very good off-highway. It was major, large, and characteristics like solution, departure, and crack-in excess of angles have been fully lost. It was now a luxury 4×4 and right here is particularly the place Toyota went incorrect

Several might think that the over assertion is coming from a lover of off-roading who would like his stable axles back. Not truly, we even now have a couple of good axle vehicles on the marketplace. The problem with the Land Cruiser becoming magnificent is one of social picture.

People who have the funds to afford a $100,000 SUV in most scenarios go for a Array Rover, or a Mercedes, or BMW, or even a Bentley or Rolls Royce. Why? Perfectly, because they showcase a selected picture. They have the Rolls-Royce or Range Rover badge and that would make them truly feel good. All those who acquire SUVs in this price tag array do not want their car or truck to say Toyota on it. It’s just the way the thoughts is effective. Quite number of people today (me included) would invest in a luxury SUV and go for the Land Cruiser. The objective its nameplate serves does not in shape the sector it is offered in.

Why the Old-University 4-Wheel-Drives Do So Well

This is why the Jeep Wrangler or the outdated Defender do so effectively. They have never ever deviated from the routes. A 2022 Jeep Wrangler still appears to be like like the first at any time Willys Jeep and beneath it shares a related foundation. It features good axles with a large amount of articulation, diff locks, and immensely great looks. Hence, it offers the graphic individuals who appreciate the outdoors want to share.

The exact same is correct for the Defender. Until eventually 2015, it was essentially the similar auto as the ones built in the 80s but with a additional refined engine and some extra comforts. Ford also did the exact same with the new Bronco. They modernized an outdated basic and the final results are terrific. The media has long gone nuts about it and people today are acquiring it.

These brands never ever tried using to sell the bare-bones operate design to the luxury sector. As a substitute, they arrived up with various cars like the Grand Wagoneer or the Selection Rover.

The Land Cruiser Requirements a Complete Redesign

The recent Land Cruiser should really have been absolutely redesigned and renamed into a Lexus design. Beneath it must have ditched the strong axle to target on great journey top quality and luxurious facilities for the inside. The recent Land Cruiser must be redesigned into a little something nearer to the 4Runner. Having said that, to compete with the Jeep it will need a sound front axle, diff locks, and huge tires from the manufacturing facility. If not, a intelligent impartial suspension like the a single on the Bronco could also get the job done (it will not be as potent as the Wrangler even though)

Certainly, the Land Cruiser, in markets like Africa and Australia nevertheless sells properly. On the other hand, these regions also get the 70 Sequence variant which is a bare-bones aged-faculty Land Cruiser. It has strong axles, two diff locks, and the inside is as basic as it receives. This may be the most trustworthy automobile just one can at this time obtain brand name new. With a change to a coil sprung rear finish, upgrades to the inside, and some styling changes to healthy the “lifestyle” niche the 70 would provide like nuts in the U.S. Right after all, the attractiveness of pursuits like off-roading and overlanding is through the roof proper now.

Final Ideas

If Toyota manages to blend its amazing construct quality with the aged-university attributes of the early Land Cruiser like Jeep does with the Wrangler, it will be an prompt winner. Visualize a modernized FJ40, but not like the FJ Cruiser. It requirements to be squarer and extra capable off-highway. This would reignite the interest in the automobile. But, regrettably, Toyota is way much too conservative.

The Land Cruiser is a fantastic car. We are by no suggests suggesting that it is not. They are very effectively crafted and engineered and to this date, it stays one of the most reliable autos on earth. Nonetheless, the new kinds have an id crisis and this needs to be altered if Toyota desires to convey again the model’s income quantities.