Toyota is developing two new Land Cruiser models, will Land Cruiser become an independent brand in the future?

[PCauto] Recently, there has been news that Toyota is developing two new Land Cruiser models, one being a lightweight urban off-road SUV (potentially named "Sport") and the other a pickup truck.

Interestingly, these two new models might abandon the ladder frame structure that the Land Cruiser has used since 1951, switching to a unibody (or monocoque) chassis design. This shift aims to significantly improve on-road comfort, handling, and fuel economy.

This diversification underscores the Land Cruiser family's remarkable expansion. With new models on the horizon and the recent launch of the FJ, the lineup is broader than ever, making the present an opportune time to look back on its over 70-year history as a civilian vehicle.

How the Land Cruiser Series Was Born

Toyota's global reputation for reliability was largely forged by the Land Cruiser, making it the true cornerstone of the Toyota brand.

However, in the early 1950s, Toyota was still an unknown automobile manufacturer. The European and American markets perceived Toyota as a brand that produced cheap, rudimentary, and technologically unsophisticated vehicles.

To expand into international markets, Toyota launched a project to develop four-wheel drive vehicles. Toyota engineers believed that the ability to produce a reliable off-road vehicle was a key measure of a car manufacturer's technological capabilities.

The chassis strength, gearbox durability, and adaptability to extreme environments required by off-road vehicles presented an ideal platform to demonstrate Toyota's technology to the world.

In 1951, the Toyota BJ prototype was introduced

The BJ was not a copy but a unique off-road platform developed independently by Toyota. It was equipped with a 3.4L six-cylinder engine, which was significantly more powerful than its competitors at the time.

Toyota proactively took on challenges like the steep slopes of Mount Hiei in Kyoto to test its vehicles, thereby establishing a reputation for "ruggedness, durability, and adaptability to extreme environments."

In 1954, to enter the civilian and export markets and to compete with the leading off-road vehicle at the time, the Land Rover, Toyota's technical advisor officially named the BJ series "Land Cruiser." This marked the beginning of the vehicle series forging its own legendary path.

Land Cruiser symbolizes freedom, strength, and global vision

The direct translation of “Land Cruiser” is “land cruiser,” meaning this vehicle is like a cruiser on the sea, capable of traveling far while being reliable and conquering any terrain.

The "FJ" nomenclature embodies a spirit of "freedom and fun," perfectly aligning with its dual role as both an off-roader and a daily driver.

This ethos of capability and exploration is rooted in the very name "Land Cruiser," which was chosen not only to compete with Land Rover but also to reflect Toyota's global vision: creating vehicles capable of reaching any corner of the world.

Land Cruiser is the foundation of Toyota's reputation for reliability

Early Land Cruiser models accumulated a reputation of “no matter how bad the road is, it will safely get you there” through extreme environmental testing and practical use worldwide.

Renowned for its rugged dependability, it saw widespread adoption in extreme environments, including the Middle Eastern deserts, the Australian outback, and the African savannah. Its capabilities were further validated by its deployment with organizations like the United Nations for rescue purposes.

The reputation built in the harshest environments drew global attention to Toyota's engineering technology, making the Land Cruiser the starting point of Toyota's "reliability philosophy" and laying the foundation for the global promotion of its sedans and other SUV models.

How many models of the Land Cruiser are there?

In 1955, Toyota launched the first Land Cruiser

In 1955, the Land Cruiser 20 Series was launched to replace the BJ Series, becoming the first generation of mass-produced Land Cruiser models.

This time, the Land Cruiser was clearly positioned for the civilian market and introduced derivative versions like station wagons, meaning the Land Cruiser evolved from a prototype to a mature product.

In 1958, Toyota established its first overseas factory in Brazil, and the Land Cruiser began overseas production and export, officially entering the global market.

In 1960, the 40 Series was launched, with improved manufacturing technology and durability. Thanks to its simple and reliable design, it became the vehicle of choice for off-road driving in many regions.

This series saw localized production in multiple countries and, thanks to its easy maintenance and high adaptability, was widely adopted in sectors like agriculture and rescue operations. This widespread utility further cemented the Land Cruiser's image as a "reliable workhorse."

In 1967, the Land Cruiser evolved into different versions

In 1967, the 50 series was introduced, featuring car-like interior designs that softened its hardcore off-road character. It was oriented towards long-distance travel and daily commuting, becoming the first branch in the family to emphasize comfort.

In 1980, the 60 series was equipped with configurations like a central differential lock, air conditioning, and hydraulic power steering for the first time, significantly enhancing comfort while retaining its off-road capabilities to meet more diverse needs.

In 1984, the 70 Series was launched, adhering to a pure off-road gene with a ladder frame and basic configurations. It was positioned for heavy-duty, work-oriented off-road applications, serving roles in engineering, oil drilling, and expeditions.

This vehicle is still in production today, with facelifts introduced in 2024 and 2025, adding a 1GD 2.8 diesel engine and automatic transmission, making it the top choice for military, police, and rescue organizations in many parts of the world.

In 1985, the Prado branch was derived from the 70 Series, featuring a younger design and positioned as a mid-size practical SUV, successfully attracting young consumers and family users.

In the 21st century, the Land Cruiser transitioned towards luxury and technological advancement

In the 1990s, the 80 Series introduced coil spring suspension and multiple differential locks, marking the beginning of a new direction: "Off-Road + Luxury".

The subsequent 100 and 200 series reinforced this flagship positioning, evolving into icons of high-end off-road SUVs and dominating markets such as the Middle East and Australia.

In 2021, the 300 series based on the GA-F platform was unveiled, featuring V6 twin-turbo, V6 diesel, and hybrid versions for certain markets. It introduced technologies such as Crawl Control low-speed cruise and KDSS dynamic suspension for both luxury configurations and robust off-road capabilities.

In 2023, the 250 series was launched to replace the Prado, positioned between the 300 series and entry-level models. It offers various powertrains, including 2.8L diesel + 48V and 2.4L hybrid turbo options, covering markets in North America, Japan, and Australia.

The new FJ, which will be launched in 2025, fills the market gap with an entry-level positioning and acts as a bridge connecting urban users with off-road culture.

Adding a modern chapter to its legacy, Toyota introduced the FJ Cruiser in 2006 as a retro nod to the beloved 40 Series. With its distinctive aesthetics and genuine off-road ability, it quickly attracted a loyal following. While not a long-term global product, its impact transcended sales figures to become a cherished cultural symbol within the Toyota universe.

Current Land Cruiser models available

Land Cruiser 300 Series (LC300)

The flagship hardcore off-road model of the family is based on the GA-F platform, offering V6 twin-turbo, V6 diesel, and hybrid versions in some markets. It is mainly sold in places like the Middle East, Australia, and Japan, balancing luxury with extreme off-road capabilities.

Land Cruiser 250 Series

A lightweight version of the 300 Series, replacing the original Prado. Equipped with 2.8 diesel + 48V, 2.4 hybrid turbocharged engines, covering markets in North America, Japan, Australia, and Asia, balancing both urban and off-road needs.

Land Cruiser 70 Series (LC70)

The Land Cruiser 70 Series stands as a perennial workhorse, continually revamped while remaining in production. For the 2024-2025 model years, it receives a significant update with the 1GD 2.8L diesel engine paired with an automatic transmission. Available in pickup, single-cab, and wagon body styles, it remains the vehicle of choice for both off-road enthusiasts and demanding special-scenario applications.

Land Cruiser FJ

A brand-new entry-level model based on the IMV platform, equipped with a 2.7L naturally aspirated gasoline engine and part-time four-wheel drive. Scheduled for release in Japan in mid-2026, positioned between the Rush/RAV4 and the 250 Series.

Land Cruiser Prado

In some developing markets, older models are still available for sale, but they have been fully replaced by the 250 series. The old models remain due to different regional naming conventions.

The model that may be officially mass-produced in the future

Land Cruiser Se, which debuted as a 7-seat electric SUV concept at the 2023 Tokyo Motor Show, features an integrated body design. The manufacturer has confirmed that it will be mass-produced in the future, positioned as a family-oriented luxury vehicle with high-end off-road capabilities, making it a core model in the Land Cruiser's electrification transition.

Currently in development, the Land Cruiser pickup truck takes cues from the EPU and ROX concept cars. It is poised to be a lightweight, unibody urban recreational vehicle, with a planned production start in 2027. The model is expected to offer both hybrid and all-electric versions.

Land Cruiser "Sport" (Lightweight Urban Off-Road SUV), derived from the Se concept car architecture, positioned between the RAV4 and the 250 series, primarily targeting urban off-road scenarios, possibly powered by hybrid or pure electric systems.

Will Land Cruiser become an independent brand?

Given its expanding portfolio, the Land Cruiser has sparked speculation about a potential spin-off into an independent brand, following the precedent set by Toyota's Crown.

Previously a single high-end sedan model, Crown was elevated in 2021 to a standalone brand encompassing a full range of SUVs, MPVs, and sedans.

Land Cruiser already has the foundation for independence

As it stands now, the Land Cruiser family continues to expand, already covering multiple market segments such as flagship off-road, mid-sized utility, entry-level, and classic revival. These, combined with future plans for a pickup truck and an electric SUV, will form a comprehensive product matrix.

Moreover, the "reliable and robust" brand perception built over the past 70 years, along with tens of millions of users worldwide, constitutes a strong brand asset.

In the short term, however, Toyota is unlikely to spin off Land Cruiser as an independent brand. As mentioned at the beginning, Toyota's reliable and robust brand image comes from Land Cruiser, and the sales of Land Cruiser itself are not particularly high. After becoming independent, the potential for increases in sales and profits is limited.

A more probable future is for Land Cruiser to evolve into a "family sub-brand" akin to Jeep, marketed as the "Toyota Land Cruiser Family" to consolidate a dedicated off-road lineup under the Toyota umbrella.