Summary
- The old Land Cruiser's failure in the U.S. market was due to its large size, luxurious features, and high price tag, which didn't appeal to off-road enthusiasts or luxury SUV buyers.
- The new Land Cruiser is more affordable, starting at $55,000, and has a simpler, rugged interior design that focuses on functionality.
- The 2024 Land Cruiser will have a hybrid powertrain, making it more fuel-efficient and future-proof against stricter emission laws. The vehicle's simple, old-school design also makes it easy to modify for off-road adventures.
If there is one thing Toyota is known for, it is off-roaders. Historically, the company has made some of the most famous and successful off-road vehicles in the world. Their use in military fleets, wars, and the mining industry serves as evidence. In the toughest areas of the world, you can be sure that the vehicle you will most often see will be a Toyota 4x4 of some sort.
A few years ago, the company decided to pull the legendary Land Cruiser out of the U.S. market, and even though it was not selling well, people were disappointed. The reason behind the Land Cruiser's failure was rather obvious. But the good news is that Toyota is bringing it back, and it seems to have addressed every problem area. Of course, this is good news for us, but bad news for other manufacturers, as the legendary nameplate will provide fierce competition.
Why The Old Land Cruiser Failed
Before diving into the reasons why the new Land Cruiser will be a menace to its competitors, we shall first address the reason why the old model failed. The simple explanation here is that the old Land Cruiser was trying to compete against vehicles like the Range Rover and G-Wagon. It was way too large, way too luxurious, and way too expensive. Its price tag and size meant it never sold to off-road enthusiasts (who would much rather get a smaller, more capable, and cheaper 4Runner), but it didn't sell to people in the market for a luxury SUV either.
You see, when someone is in the market for a vehicle that costs upwards of 90,000 dollars, in many cases, they also want the company logo to reflect the price they have paid. Sadly, Toyota isn't known for luxury, which certainly had an impact on Land Cruiser sales. What backs this up is that the Lexus LX (which was essentially the same vehicle) sold in better numbers since the price tag was justified by the brand of the vehicle. So, with the above in mind, the old 200 Series Land Cruiser’s market position was completely wrong. This, in turn, reduced sales which led to Toyota pulling it from the market. But now it's back, and it is more appealing than ever before.
Why the New J250 Land Cruiser Is Better Than the Old 200 Series
- Affordability: The new model will start at roughly $55,000 compared to the making it much more accessible.
- Simplicity: It adopts a simpler, more rugged interior focusing on functionality.
- Capability: The four-wheel-drive system remains mostly consistent across all price points, with entry model trim levels getting good gear.
- Design: The retro, boxy design is incredibly cool compared to the older, round design.
- Hybrid Powertrain: The hybrid system is standard across all trims, making the vehicle more efficient but also future-proof against stricter emission laws.
The New Land Cruiser Is Much Cheaper
Let’s start with the most important part as there was no reason for Toyota to bring the model back if it would cost nearly $100,000 again. Thankfully, pricing for the new model will start at the $55,000-mark, and for that amount of money, you get one of the coolest 4x4s on sale.
The majority of capable 4x4s out there are also filled with luxuries and features. This is simply because one needs to buy the most expensive trim level to get all the capability. This isn't the case with the Land Cruiser. The base model is as bare-bones as it gets. The interior is made up of cloth seats, hard plastic, and smaller infotainment and digital display screens. Other than Toyota’s Safety Sense 3.0 (standard on all trim levels), there aren’t many similarities to the higher trim levels.
However, the four-wheel-drive system of the new Land Cruiser remains roughly unchanged regardless of the price you pay. Even the base model vehicle gets a center and rear locker with the addition of crawl control. Sure, more expensive trims will also have multi-terrain select, a sway bar disconnect, and larger tires, but the base model offers all the important basic features to ensure it is still incredibly capable.
Adding to the Land Cruiser’s appeal, are retro round headlights that make it look incredibly unique. So, the new Land Cruiser now looks far boxier and retro than ever before, is more capable than ever before, and costs far less than ever before. This, of course, makes it a menace to its competition.
Hybrid Powertrain On Offer This Time Around
All trim levels of the new Land Cruiser will utilize a hybrid powertrain. This, makes the entry-level model mentioned above even more appealing, but it also makes the whole lineup more competitive. Sure, hybrid systems on off-road vehicles can have some downsides, but for the most part, Toyota systems are generally dependable. The hybrid system means that the new model gets 326 horsepower and 465 pound-feet of torque. Furthermore, it is expected to return 27 mpg (not official yet), which, according to its power and size, is a great number.
Of course, the fact that the new Land Cruiser is a hybrid also makes it future-proof. Regulations regarding emissions in large cities are changing constantly, and a future in which large displacement engines are faced with fees in congested areas (this is already happening in Europe) isn't impossible. In this case, a hybrid vehicle will certainly be cheaper to run.
It Is Incredibly Simple
The last reason why the new Land Cruiser will be a big hit is the fact that it is incredibly simple. Simple and hybrid? How is that possible? Well, it is as simple as a modern-day hybrid can be. Sure, there will be some complications surrounding the electrical system and the cooling system for the engines and batteries, but other than that, the new Land Cruiser is old-school.
Underneath, we find the same tried and tested Toyota suspension that has been essentially the same design since the mid-1990s. In the rear, the Land Cruiser features a solid axle that takes care of heavy loads and off-road articulation. The rear system is centered using a Panhard bar and four control arms. Up front, we have a double wishbone coilover independent suspension that takes care of handling characteristics and ride quality.
2024 Toyota Land Cruiser Hybrid Specs And Features
Price | Starts at roughly $55,000 |
Interior | Cloth seats and hard plastics to leather and soft-tough material (depends on trim level) |
Safety Features | Toyota’s Safety Sense 3.0 is standard regardless of your budget. |
Standard entry level Four-Wheel-Drive System | Full-time-4x4 with a center and rear locker and crawl control |
Additional Off-road Features On Higher Trim Levels | Multi-terrain select, sway bar disconnect, and larger tires |
Design | Retro headlights, boxier and more retro look (similar to the FJ60) |
Powertrain | Hybrid system across all trim levels |
Horsepower and Torque | 326 horsepower and 465 pound-feet of torque |
Fuel Economy | Expected to return 27 mpg (not official yet) |
Suspension | Old-school Toyota design with solid axle in the rear and double wishbone upfront |
No air suspension or complicated electronics are available for the new vehicle. Everything is simple and old-school, meaning it can take a beating off-road but is also easy to modify. Lift kits will be plentiful, and installing them shouldn’t be difficult.
Of course, this suspension design reassures us that with the combination of crawl control, sway bar disconnect, multi-terrain select, and a center and rear locker, the new Land Cruiser will be amazing off-road. Be careful, though; this won't be a hard-core rock crawler. Its design and features make it obvious that this is an off-roader meant for off-road adventure travel.