Why the Land Cruiser is Toyota’s Biggest Mistake
Around the previous 20 yrs, the Land Cruiser has been Toyota’s major error. Right now let us faux we know improved than the marketing staff of Toyota by obtaining a appear at what they’ve done erroneous and why revenue in markets like the US have plummeted. To fully grasp this, we have to have to go back to the 1950 and 60s.
A Transient History of the Land Cruiser
In 1951, Toyota Developed the Toyota BJ for use by the National Law enforcement Reserve. It had 4-wheel travel and a 3.4-liter six-cylinder gasoline motor. Whilst the Toyota was far more effective, the Police reserve chose to use the Mitsubishi Jeep In its place. This was a licensed creation model of the North American Willys Jeep. Toyota states that this occurred due to the Jeep’s substantial track file.
Given that the BJ didn’t get the job done as a support vehicle, in 1953 it was transformed for civilian use and was sold to the community with terrific results. As the many years progressed and for the duration of the increase of Japan, the BJ became the BJ20, then the FJ40, FJ55, FJ60, FJ80, and lastly, it all fell aside.
The Trouble with the New Products
The 100 Sequence Land Cruiser wholly shifted the product from remaining a truck of the folks, staff, and even leisure off-roaders to a thing only a person with a hefty wallet could pay for. Even worse, it misplaced most of the aspects that produced it so very good off-street. It was huge, heavy, and attributes like tactic, departure, and crack-more than angles ended up entirely lost. It was now a luxury 4×4 and here is specifically where by Toyota went completely wrong
Many could think that the above statement is coming from a lover of off-roading who wishes his sound axles again. Not genuinely, we even now have a couple of good axle motor vehicles on the industry. The issue with the Land Cruiser turning into lavish is one of social graphic.
Persons who have the money to afford a $100,000 SUV in most instances go for a Array Rover, or a Mercedes, or BMW, or even a Bentley or Rolls Royce. Why? Very well, simply because they showcase a certain impression. They have the Rolls-Royce or Array Rover badge and that makes them sense fantastic. People who obtain SUVs in this price tag variety do not want their automobile to say Toyota on it. It is just the way the brain performs. Extremely number of people today (me bundled) would get a luxurious SUV and go for the Land Cruiser. The purpose its nameplate serves does not match the industry it is marketed in.
Why the Outdated-Faculty Four-Wheel-Drives Do So Effectively
This is why the Jeep Wrangler or the previous Defender do so perfectly. They have under no circumstances deviated from the routes. A 2022 Jeep Wrangler still appears to be like like the initially ever Willys Jeep and underneath it shares a comparable foundation. It capabilities good axles with a large amount of articulation, diff locks, and immensely cool appears. Consequently, it offers the impression men and women who appreciate the outside want to share.
The identical is accurate for the Defender. Right until 2015, it was essentially the exact car as the types made in the 80s but with a more refined motor and some added comforts. Ford also did the similar with the new Bronco. They modernized an outdated vintage and the results are excellent. The media has long gone insane more than it and folks are shopping for it.
These manufacturers under no circumstances tried to market the bare-bones function model to the luxurious market. Rather, they arrived up with various automobiles like the Grand Wagoneer or the Variety Rover.
The Land Cruiser Demands a Full Redesign
The latest Land Cruiser should have been completely redesigned and renamed into a Lexus design. Underneath it should really have ditched the strong axle to concentration on good ride good quality and luxurious features for the inside. The existing Land Cruiser need to be redesigned into one thing nearer to the 4Runner. Even so, to contend with the Jeep it will need a solid front axle, diff locks, and big tires from the manufacturing facility. If not, a clever independent suspension like the 1 on the Bronco may also perform (it will not be as strong as the Wrangler even though)
Sure, the Land Cruiser, in markets like Africa and Australia still sells effectively. However, these spots also get the 70 Sequence variant which is a bare-bones old-faculty Land Cruiser. It has reliable axles, two diff locks, and the interior is as very simple as it will get. This may well be the most reputable motor vehicle just one can presently purchase brand new. With a modify to a coil sprung rear conclusion, upgrades to the interior, and some styling changes to in good shape the “lifestyle” area of interest the 70 would sell like ridiculous in the U.S. Following all, the level of popularity of functions like off-roading and overlanding is by way of the roof proper now.
If Toyota manages to blend its incredible establish high-quality with the outdated-school characteristics of the early Land Cruiser like Jeep does with the Wrangler, it will be an immediate winner. Think about a modernized FJ40, but not like the FJ Cruiser. It needs to be squarer and additional capable off-road. This would reignite the fascination in the automobile. But, unfortunately, Toyota is way far too conservative.
The Land Cruiser is a wonderful vehicle. We are by no means suggesting that it isn’t. They are incredibly properly constructed and engineered and to this date, it remains one of the most trustworthy vehicles on earth. Even so, the new kinds have an identification crisis and this requirements to be changed if Toyota would like to deliver back the model’s product sales figures.