I was in high school when Toyota debuted its retro-styled FJ Cruiser. Like the punk kid I was, I made fun of its functionality—rear-hinged doors in 2007? Its performance—a Jeep Wrangler wannabe. And its desirability—who would buy one besides my gym teacher?
Well, I owe Coach an apology. That SUV was a clever play on the Land Cruiser FJ-Series name that brought budget-friendly off-roading and a retro-cool SUV to the masses. Built on a Tacoma frame with timeless looks, it has also aged very well. But I’m not here to talk about used 2007–2014 FJ Cruiser. I’m here to talk about the rumored FJ Cruiser revival, and why we need the little SUV to make a comeback.
A leaner Land Cruiser is a good thing
By the 2020s, the regular old Toyota Land Cruiser had become a bloated luxury SUV with a bloated price to match. The 2021 model started at $85,665. Meanwhile, you could get into the full-size SUV’s Lexus variant (the LX 570) for $87,875. It wasn’t a big shock when Toyota redesigned the full-size Land Cruiser for other markets—but cut it in North America.
Then it did something fantastic. Instead of basing the U.S. Land Cruiser on the Tundra/Sequoia chassis, it downsized it to the Tacoma/4Runner chassis. The 2024 model was nimbler, more retro-looking, and started at $55,950.
It’s still a bizarre 4Runner competitor, and the price has been creeping up ever since. But I have to applaud Toyota for downsizing a model and dropping its price—because that rarely happens.
There’s one downside: Toyota still doesn’t have a competitor at the Wrangler and Bronco’s $30K mark. But it could.
There have long been rumors about a revived Land Cruiser FJ. According to Thailand’s Headlight Magazine, it’s codenamed the 500D. It will be a body-on-frame vehicle on Toyota’s IMV2 platform. In Thailand, it’ll have a 2.7-liter petrol engine, six-speed automatic, and seating for five. There may also be a diesel variant and even a manual transmission in the works.
I’m hoping for a two-door variant—or even rear-hinged rear doors if you must—that comes in under $30K. Think of it like the Suzuki Samurai replacement our market desperately needs. Something that small might be hard to sell, unless you leaned into the retro feel of a simple, round-headlight, two-door off-road SUV. Then I think it could be the coolest option on the market—and one of the cheapest.
The Ford Maverick proved how little truck the average driver actually needs day-to-day. And it sold like hotcakes. The reincarnated Toyota FJ Cruiser could prove how little 4WD SUV the average outdoor enthusiast actually needs. We need the FJ Cruiser back.
