Why did Toyota discontinue the Land Cruiser?
Toyota has announced that it will discontinue the iconic Land Cruiser SUV in the United States after the 2021 model year. This decision marks the end of an era for one of the most legendary and long-running nameplates in the automotive industry.
Declining Sales and Shifting Market Demands
The primary reason behind Toyota's decision to discontinue the Land Cruiser in the U.S. is the declining sales of the model. The Land Cruiser has always been a niche product, appealing to a small but dedicated group of off-road enthusiasts and luxury SUV buyers. However, in recent years, the market has shifted towards more mainstream, family-oriented SUVs and crossovers.
According to Toyota, the Land Cruiser's sales in the U.S. have been steadily declining, with only around 3,000 units sold in 2020. This low sales volume made it increasingly difficult to justify the continued production and development of the model, especially given the high costs associated with its body-on-frame construction and off-road-focused design.
Changing Consumer Preferences
The discontinuation of the Land Cruiser in the U.S. also reflects the changing preferences of American consumers. Buyers have been gravitating towards more practical, fuel-efficient, and family-friendly SUVs and crossovers, which offer a better balance of on-road comfort, cargo space, and fuel economy. The Land Cruiser, with its large size, body-on-frame design, and thirsty V8 engine, has struggled to keep up with these market trends.
Additionally, the high price tag of the Land Cruiser, which typically starts around $85,000, has made it less accessible to a broader range of buyers. This has further contributed to the model's declining sales in the U.S. market.
Future of the Land Cruiser
While the Land Cruiser will no longer be sold in the United States, it will continue to be available in other global markets, where it remains a popular and important model for Toyota. The company has stated that it will focus on selling the Land Cruiser in regions where it continues to have strong demand, such as the Middle East and Asia.
It's worth noting that the discontinuation of the Land Cruiser in the U.S. does not mean the end of Toyota's off-road lineup. The company will continue to offer the Tacoma and Tundra pickup trucks, as well as the 4Runner SUV, which share some of the Land Cruiser's off-road capabilities and rugged DNA.
