Why the Land Cruiser is Toyota’s Biggest Mistake

Raymond S. Hughes

Around the previous 20 many years, the Land Cruiser has been Toyota’s greatest error. Nowadays let us fake we know much better than the promoting crew of Toyota by owning a glance at what they’ve carried out improper and why income in marketplaces like the US have plummeted. To comprehend this, we need to have to go back again to the 1950 and 60s.

A Brief Heritage of the Land Cruiser

In 1951, Toyota Made the Toyota BJ for use by the Countrywide Law enforcement Reserve. It experienced 4-wheel push and a 3.4-liter six-cylinder gasoline engine. Despite the fact that the Toyota was more impressive, the Police reserve selected to use the Mitsubishi Jeep Rather. This was a licensed manufacturing model of the North American Willys Jeep. Toyota states that this happened thanks to the Jeep’s comprehensive observe file.


Since the BJ didn’t function as a company car or truck, in 1953 it was converted for civilian use and was offered to the community with fantastic achievements. As the a long time progressed and throughout the rise of Japan, the BJ grew to become the BJ20, then the FJ40, FJ55, FJ60, FJ80, and ultimately, it all fell apart.

The Issue with the New Models

The 100 Collection Land Cruiser completely shifted the model from being a truck of the people today, staff, and even recreational off-roaders to some thing only someone with a significant wallet could afford to pay for. Even worse, it misplaced most of the variables that produced it so fantastic off-highway. It was massive, significant, and characteristics like strategy, departure, and break-more than angles were totally missing. It was now a luxury 4×4 and listed here is just in which Toyota went wrong

Lots of could consider that the higher than assertion is coming from a lover of off-roading who needs his reliable axles again. Not seriously, we nevertheless have a few of reliable axle motor vehicles on the current market. The issue with the Land Cruiser turning out to be high-class is 1 of social impression.

Men and women who have the resources to pay for a $100,000 SUV in most situations go for a Variety Rover, or a Mercedes, or BMW, or even a Bentley or Rolls Royce. Why? Very well, due to the fact they showcase a particular image. They have the Rolls-Royce or Selection Rover badge and that tends to make them feel good. All those who purchase SUVs in this cost variety do not want their auto to say Toyota on it. It is just the way the thoughts performs. Quite several men and women (me involved) would purchase a luxury SUV and go for the Land Cruiser. The objective its nameplate serves does not fit the market place it is marketed in.

Why the Previous-University 4-Wheel-Drives Do So Properly

This is why the Jeep Wrangler or the outdated Defender do so well. They have hardly ever deviated from the routes. A 2022 Jeep Wrangler still appears to be like like the initial ever Willys Jeep and underneath it shares a similar base. It features good axles with a lot of articulation, diff locks, and immensely cool looks. Thus, it presents the picture persons who love the outside want to share.

The exact same is true for the Defender. Till 2015, it was effectively the same car as the types built in the 80s but with a more refined engine and some included comforts. Ford also did the exact with the new Bronco. They modernized an previous typical and the results are great. The media has absent mad above it and individuals are purchasing it.

These brand names never tried out to market the bare-bones operate model to the luxury industry. Instead, they arrived up with various cars and trucks like the Grand Wagoneer or the Variety Rover.

The Land Cruiser Needs a Comprehensive Redesign

The recent Land Cruiser ought to have been wholly redesigned and renamed into a Lexus model. Underneath it should really have ditched the solid axle to focus on terrific journey quality and luxurious facilities for the inside. The latest Land Cruiser ought to be redesigned into anything nearer to the 4Runner. However, to compete with the Jeep it will have to have a good front axle, diff locks, and significant tires from the factory. If not, a clever impartial suspension like the a single on the Bronco might also work (it won’t be as strong as the Wrangler though)

Yes, the Land Cruiser, in markets like Africa and Australia even now sells very well. Even so, these regions also get the 70 Series variant which is a bare-bones aged-college Land Cruiser. It has strong axles, two diff locks, and the interior is as simple as it gets. This could be the most reliable motor vehicle just one can currently invest in manufacturer new. With a transform to a coil sprung rear end, upgrades to the inside, and some styling adjustments to in good shape the “lifestyle” niche the 70 would offer like ridiculous in the U.S. Immediately after all, the acceptance of functions like off-roading and overlanding is as a result of the roof suitable now.

Closing Views

If Toyota manages to mix its incredible make top quality with the old-faculty characteristics of the early Land Cruiser like Jeep does with the Wrangler, it will be an instantaneous winner. Consider a modernized FJ40, but not like the FJ Cruiser. It wants to be squarer and much more capable off-highway. This would reignite the curiosity in the vehicle. But, regrettably, Toyota is way as well conservative.

The Land Cruiser is a good automobile. We are by no signifies suggesting that it is not. They are exceptionally well crafted and engineered and to this day, it continues to be one particular of the most trustworthy autos on earth. Even so, the new ones have an identification disaster and this demands to be adjusted if Toyota wishes to convey back the model’s revenue figures.

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