RUMOR! Toyota Has A Secret We're Told Will LAND Soon. And We Think We KNOW IT And It's A GEM!

There's equity in the Land Cruiser name, but I'm not convinced that they have the design heritage to draw from that has made the new Bronco such a hit. The Land Cruiser was basically a Jeep knockoff and thus any sufficiently retro inspired design would look like a bootleg Jeep Wrangler, which lacks novelty. That said, Toyota reliability in a Jeep Wrangler-esque package could still have some appeal.

This can only bode negatively for the Jeep brand. Having Ford and Toyota entering the same market space that Jeep once controlled will hurt.

If it looks anything like that FT-4X thing it's more Kia Soul than Wrangler or Bronco.

Land Cruiser as a BRAND makes worlds of sense, but only if Toyota is willing to design totally clean-sheet, literally all-new products for it.

BUT if they keep putting out decades-old designs like the Land Cruiser/LX and Prado/GX, then why bother? Both of those designs ride on architectures designed more than 20 years ago--sure with updates along the way--but it's more than time for a clean sheet redo on both.

They also cannot put out trash like the FJ Cruiser which was ugly, overweight, and had stupid-assed rear-opening doors.

Land Cruiser--as a brand--should be sold by Lexus dealers.

I'm told that is being considered.

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I think Toyota is a little late to this parade.

Basically, the Bronco and the Wrangler are the only vehicles in the segment that will have the 'cred' at the correct price point to succeed.

The LR Defender is a warmed-over soccer-mom SUV.

At this point, the Toyota 4-Runner basically has the "Wrangler +" segment covered (at the right price point).

The $100,000 Toyota Land Cruiser was cool 20 years ago, but now its a joke and its trail credibility has been diminished by both its price and its gigantic size.

The 4_Runner and Lexus GX460 are just better sized for trail duty..

MD is correct - IF Toyota decides to relaunch the Land Cruiser as an expensive brand, they should not do it at US Toyota dealers. In this segment, marketing AND product seem to be equally important. Ford has done a great job with the Bronco launch.

If Toyota botches the marketing (they will because their marketing is terrible), the Land Cruiser will fail - just like the porky FJ failed. Toyota's entire marketing strategy seems to be tied to "Jan" the female dealership receptionist. https://www.lbbonline.com/news/toyotas-jan-returns-to-the-screen-with-a-bun-in-the-ovendealer. Bizzare

My predictions of some features:
1. Expensive
2. Under-powered
3. Fuel thirsty
4. Harsh ride
5. Super reliable lasting 500K Miles
6. Strong re-sell value
7. Decent MSRP price for base model but options / packages make it super expensive and guess what? base model is nowhere to be found.
No surprise Xterras outsold FJCruisers 3 to 2.

The Land Cruiser brand will be priced well above bronco/wrangler if they want to keep the same build quality. Would make more sense to use the FJ branding for something to compete with bronco/wrangler and move the Land Cruiser sub brand to Lexus with the 300 series, Prado and updated 70 series...this will help with the prices as Lexus dealers offer some of the best customer service.

They could do what Mercedes did and just make a wider, better and more livable FJ40. I don't think the OG would pass the moose test. Too tippy. Bringing over the LandCruiser70 from overseas is another approach as it is very authentic, but also very plasticky on the inside. Time will tell if this initiative takes root or is just a passing news article.