Toyota Land Cruiser To Be Dropped In US After 2022?

Last year, Toyota Motor North America CEO Jim Lentz said the company was “taking a hard look at all of the segments that we compete in to make sure we are competing in profitable segments and that products we sell have strategic value.”

The results of the review remain unclear, but it was widely believed that Toyota was planning to eliminate a number of slow selling models. Fast forward to today and it appears the Land Cruiser could be living on borrowed time – in America at least.

Nothing is official, but Motor Trend’s Jonny Lieberman took to Instagram to post that the Land Cruiser will be dropped in the United States after the 2022 model year. Jalopnik reached out to Toyota for comment and was told the “Land Cruiser is a global icon that embodies Toyota’s reputation for reliability, durability and capability. Although we cannot comment on future product, we can confirm that no decision has been made to stop sales of the Land Cruiser in the U.S. at this time.”

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Bad News. I just heard that the venerable, completely amazing, stealth wealth king Toyota Land Cruiser will be exiting the U.S. market after 2022. Insane, I know. Why? Well, at $86,000 it’s expensive and hard to sell. Especially because Toyota has spent ZERO DOLLARS marketing their best product for several decades straight. 3,000 or so people a year buying a hand built, over-engineered, off road luxury masterpiece apparently ain’t enough. And that’s not even the real reason. The Lexus LX570 is essentially the same vehicle and costs more (i.e. it is more profitable). Why not sell 7,000 LX570s a year instead of 4,000?? The thinking being that all 3,000 Land Cruiser customers will want a big Lex. Which… maybe? Dirty secret—Lexus hasn’t made a profit in about 2 years. Too many NXs being sold with cash on the good, not nearly enough big ticket products like GS, LS, LC, and LX getting bought. So yes, there will be a next-gen, 2023 LX570 sold in America, just not it’s Toyota sibling. STUPID. Toyota has been selling trucks badged as Land Cruisers to Americans since 1957! And they’re just tossing 70 years of heritage out the window. The hell!?! I’ve had a few people tell me that the move from Los Angeles to Dallas broke Toyota USA’s culture. This dumb decision—killing Land Cruiser!—is proof. Maybe if there’s enough outcry, Toyota will change its mind? #boo #hiss #changeyourminds #provemewrong #toyota #landcruiser @toyotausa

A post shared by Jonny Lieberman (@jonnylieberman) on

The statement seems to suggest the Land Cruiser isn’t going away anytime soon, but it seems to leave the future open-ended. Regardless, it’s not hard to understand why Toyota might be considering dropping the luxury off-roader.

Carsalesbase data shows Toyota sold 3,235 units in the United States last year and has only moved 1,877 through July of 2019. The modest sales aren’t too surprising as the Land Cruiser starts at $85,165 which makes it nearly $35,000 more expensive than the Sequoia.

Also Read: 2020 Toyota Land Cruiser Heritage Edition Celebrates The 4×4’s Beginnings

Complicating matters even further is the Lexus LX 570 which starts at $86,380. While it’s similar to the Land Cruiser, Lexus managed to sell 4,753 LXs in United States last year.

Given the overlap between the two models, it appears the most successful will survive. In this case, it’s the Lexus LX as Lieberman says the redesigned 2023 model will be offered in America even though the Land Cruiser won’t.

2019-Toyota-LandCruiser-39

  • Ben

    Please don’t. I know so many people look at it and say “$80k for a Toyota?!”, but there is a loyal following. I really love the handsome looks of the 2016+MY. Only thing I’d change would be the tail lamps. These beast are truly special in a time when SUV means lifted station wagon. They are capable and most of all well composed.

    That being said, they should look to restyle the LX570. Its not handsome, cutting edge or anything of the like. Its weird looking(exterior). It looks like Predator with it’s mask off. Its uncanny.

    • Bash

      Exactly my thought, I would also like to change beside the tail lights is the dash.

    • no25

      I agree with everything but the LX being “not handsome,” but I guess everyone is entitled to an opinion. Personally, for an SUV that old, they looks pretty good when you see them on the road.

      • Ben

        Interior is beautiful, the rear is restrained, but elegant, however that grill just looks like a giant disposable shaver. The front end is such a gamble and edgy. Much like Chevy’s 2020 2500HD, the face is so ugly, no matter how good the rest of the truck is, its always in the back of your mind.

        That wood slab running the length of the 570 is gorgeous!! Especially when left untreated. Its just my opinion that front end is too busy, not reserved and handsome like the Land Cruiser. I’d still buy one tbh(the sport edition w/mesh).

        • no25

          I can respect that. But yes, definitely the sport edition with the mesh grille!

        • Matt

          I’m really not sure you could call the Land Cruiser’s interior ‘beautiful’. The centre stack looks like an afterthought and it’s all a bit tacky. Functional, but not attractive.

          • Ben

            In that particular comment I was talking about the Land Cruiser’s sister, the LX570. The Land Cruiser has a good blend of utilitarian design with premium touch points. In my book, a fair trade off.

  • pcurve

    Go ahead. We don’t deserve it. The next generation Land Cruiser will come back as re-badged X7 with VANOS, HPFP, and “All-Trac”.

    • yonceous

      i-

    • Bo Hanan

      Uh, excuse you- “X-Drive.”

      • pcurve

        haha that’s why i put all-trac in quote. Toyota would never use xdrive moniker.

  • JRP

    For some reason Lexus LXs are 4x as common as the Land Cruisers.

    • Ben

      Because the LX carries a ‘wealth’ prestige over the Land Cruiser. Also, the fact the two are essentially the same price contributes to that as well. I’d much rather have the Land Cruiser and modify it, but the used prices on Land Cruisers is higher than comparable LX models.

  • Rocket

    It’s the Touareg/Cayenne case study all over again. The numbers may justify killing it, but I don’t have to like it.

    • 85ZingoGTR

      Like the Touareg, they slap an absurd price tag and then kill it under the claim of “poor sales.” But the idiot company has their head so far up their exhaust that they don’t see THEY are the reason it’s selling poorly.

  • Honda NSX-R

    Blasphemy.

  • TheBelltower

    It’s time for this one to go away. But they should replace it.

  • TrevP

    Hope it sticks around. But I would be getting an LX over a Land Cruiser if it were my money.

  • no25

    In my personal opinion, I think Toyota ruined the Land Cruiser when they tried to make it this ultra luxury SUV from a non-luxury brand and replace its original heritage with the poor excuse of an FJ Cruiser. When the Lexus LX version was introduced, it killed the point of owning a Land Cruiser. Example: A close friend owns an LX (I think it’s like a 2008 or 2009). He was going to buy the Land Cruiser, but he thought “why not get the luxurious Lexus version for not that much more?”
    With the 4Runner and GX, it’s a bit of a different story. I am sure if the GX and Land Cruiser Prado were sold in the same market, we would have a similar situation with people preferring the status of a Lexus GX over the Prado.

  • Abu Sayyaff

    Let’s be frank, the LC is way outdated and expensive …. Toyota never had the guts to reinvent this icon as Land Rover did with it’s RR and LR/Discovery models. Keeping on selling old engineering just so that it’s “Reliable” brought sales to it’s knees. It’s about time that the Japs understand that customers know what they want … not what Toyota wants them to believe.

    • Bo Hanan

      I would prefer older (constantly updated) tech than the new unreliable crap from all US, German and RR SUV’s currently on the market. The LC is a rock.

      • Abu Sayyaff

        LC a Rock !! it’s more like a rickshaw 🙂 …

        Problem numbers don’t lie nor have preferences and fanboy’sm

        • Bo Hanan

          Show the numbers or stfu.

      • NormT

        A new Land Cruiser is $76K while an Escalade is $64K on cars dot com. While a 2009 with less than150,000 miles the LC is $26K and a Escalade is $17K.  A new LX570 3-row is $92K while a 2009 is $27K.

        So the LC drops $50K and the Escalade only drops $48K.  Toyota LC is not luxurious and should not have that depreciation compared to another luxury marque.the LX is more like a luxury vehicle in it’s high depreciation of $65 in last decade.

  • cooper

    This is Toyota and this is all marketing for a slow selling vehicle.

  • Bo Hanan

    I would take an LC’s depreciation over an Escalades any day. Because only one of them will start tomorrow morning.

  • William rowe

    man they finally going retre that dinosaur?

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