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Toyota killed the Land Cruiser nameplate only to reintroduce it a few years later. Why did the brand axe the popular model for such a short time, and how does it stack up to competitors? Ford could be in for some serious competition once the new Land Cruiser hits the scene.

The 2024 Toyota Land Cruiser is getting plenty of attention

First, the Land Cruiser nameplate has always gotten plenty of love, but its reintroduction to the market makes the off-road SUV arguably more desirable than ever before. Toyota discontinued the Land Cruiser after the 2021 model year because it wasn’t selling as well as in prior years.

Toyota’s original Land Cruiser full-size SUV is too expensive and too thirsty for modern times. It had a high starting price, and its fuel economy (15 mpg combined) was seriously lacking. The Japanese automaker is striving to reduce carbon emissions, and the OG Land Cruiser’s thirsty V8 powertrain wasn’t helping the brand reach its goal.

Following the discontinuation of the Land Cruiser, fans of the off-roader expressed their desire to have the beloved SUV return. Toyota is addressing the reinvigorated demand for the Land Cruiser after its discontinuation by modernizing it.

However, Toyota is reintroducing the Land Cruiser as a smaller, more affordable SUV with a more efficient standard powertrain system. The new Land Cruiser will be more accessible to the average consumer now that it’s cheaper. So, Toyota could sell more of the iconic SUV than ever before.

Can the Toyota Land Cruiser outsell the Ford Bronco?

A blue 2024 Toyota Land Cruiser midsize SUV is parked outdoors.
The 2024 Toyota Land Cruiser | Toyota

Ford’s Bronco nameplate was reintroduced in 2021 after being discontinued following the 1996 model year. Bronco reservations were quickly filled, and orders were backlogged because of the high demand for the off-road SUV.

The Ford Bronco embodies the spirit of its predecessor while bringing new materials and features to the table. It’s a capable midsize SUV that comes in a whopping 10 configurations, including a Raptor model.

Toyota’s new Land Cruiser is likely much larger than the Bronco, but the two off-road SUVs will occupy the same vehicle segment. The 2024 Toyota Land Cruiser will start at around $55,000, but its final configuration could cost over $65K.

Since the Blue Oval’s midsize SUV is significantly more affordable than the Land Cruiser, the Bronco could outsell the Land Cruiser when it arrives. That being said, the hype behind Toyota’s off-road SUV is real and shouldn’t be taken lightly.

Why the Toyota Land Cruiser’s return is such a big deal

Gearheads and Toyota fans are in a frenzy over the Toyota Land Cruiser’s comeback because of how much value the original off-road SUV provides. It’s the longest-lasting SUV in the industry, so the newest iteration should also have great longevity.

Additionally, it should be exceptionally capable compared to other SUVs. Toyota hasn’t abandoned the popular SUV nameplate. The brand just had to reinvent the model to suit a new market. When the 2024 Toyota Land Cruiser arrives in America next spring, it’s sure to make major waves in the industry.


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