Why Did Toyota Discontinue the Land Cruiser?
For over seven decades, the Toyota Land Cruiser has been one of the most iconic off-road vehicles of all time. However, the news in 2021 that Toyota would stop producing the popular SUV for the US market has left many car enthusiasts and off-road explorers wondering why. In this blog post, we’ll explore why Toyota discontinued the Land Cruiser, the reasons behind it, and what this means for Toyota fans around the world.
Poor Sales Performance in the US Market
Despite its incredible off-road capabilities, the Toyota Land Cruiser failed to capture the US market’s interest, at least in the past few years. According to Toyota, the company sold only around 3,000 units of Land Cruiser in the US in 2019. This sales performance is relatively low compared to other Toyota models, such as the RAV4, which sold over 400k units in the same year. The low sales figures show that there was a limited demand for the Land Cruiser in the US market. As a result, the company decided to stop selling the vehicle for the US market, although it’s still available in some other countries like the Middle East, Australia, and Europe.
High Operating Cost and a Shift Towards Sustainability
Another possible reason behind the decision to discontinue the Land Cruiser is its high operating cost. The Land Cruiser comes with a big V8 engine that consumes a lot of fuel, making it less fuel-efficient and environmentally unfriendly compared to other Toyota models. In recent years, Toyota has made a strategic shift towards fuel-efficient and sustainable cars, such as the Prius, which are in high demand in the US market. The company has clearly stated its focus on producing more eco-friendly electric and hybrid models, which may have forced Toyota to discontinue the Land Cruiser.
Outdated Design and Low Profit Margin
The Toyota Land Cruiser has kept its iconic boxy design for decades, which undoubtedly gives it a timeless appeal. However, it could also be the very same factor that may have contributed to its discontinuation. As Toyota tried to modernize its other models, such as the RAV4, the Land Cruiser remained the same in terms of its design, technology, and features. Updating the Land Cruiser to incorporate new features and a better design would have required a considerable financial investment, which could have resulted in a lower profit margin for Toyota.
The Future of Toyota’s Off-Road Vehicle Lineup
Despite the discontinuation of the Land Cruiser, Toyota has a few models on the market that offer similar off-road capabilities and features. For example, the Toyota 4Runner and the Tacoma are solid options for off-road enthusiasts and can serve as reliable substitutes for the Land Cruiser.
Overall, the decision to discontinue the Land Cruiser was likely driven by its poor sales performance in the US, high operating cost, outdated design, and low profit margin. While many Toyota fans are disappointed, there are still plenty of options to choose from if you’re looking for a reliable and competent off-road vehicle.
