Toyota’s off-road SUV legacy is undeniable, with stalwarts like the Land Cruiser and 4Runner dominating trails and enthusiasts’ wishlists. Yet, a void remains for those who crave the quirky charm and rugged capability of the FJ Cruiser. Discontinued in 2014, the FJ Cruiser hasn’t faded into obscurity; instead, its legend has grown. Pristine examples command prices rivalling new 4Runners, and exceptional models can even surpass the $100,000 mark in auctions. This enduring popularity begs the question: will Toyota ever resurrect the FJ Cruiser for the American market?
Intriguing clues suggest the answer might be yes, or at least something very much like it. Toyota has recently filed a trademark application in Japan for “Land Cruiser FJ.” Adding fuel to the fire, reports emanating from Toyota’s home country hint at a new SUV in development bearing this very name. Could this “Land Cruiser FJ” be the spiritual successor that FJ Cruiser devotees have been eagerly awaiting?
The Vision for the New FJ: A Rugged and Affordable SUV
Japanese automotive publication Best Car offers a glimpse into what the “Land Cruiser FJ” might entail, drawing parallels to the Suzuki Jimny, a compact and capable off-roader unavailable in the US. The envisioned “New Fj” is described as a boxy, off-road-oriented SUV built on a body-on-frame platform, featuring a robust 4×4 system – a true off-roader rather than a mere all-wheel-drive crossover. Size-wise, it’s projected to be around 177 inches long with a 108-inch wheelbase, placing it in the ballpark of the Toyota Corolla Cross but with a significantly taller stance and more rugged intentions. Perhaps most appealing is the anticipated price point, estimated to start between $26,000 and $30,000. Best Car even suggests a potential debut in Japan as early as this autumn.
Adding to the speculation, Toyota’s own unveiling of the 2024 Land Cruiser might have included a subtle preview of the “Land Cruiser FJ.” During the Land Cruiser reveal event, a darkened silhouette of a small, boxy SUV with a rear-mounted spare tire was briefly shown in the background, sparking further excitement among enthusiasts hoping for a new, smaller, and more affordable off-road Toyota.
Platform and Powertrain: Potential Hurdles for the “New FJ” in America
However, the path to a “new FJ” in America might not be entirely smooth. The Best Car report suggests the “Land Cruiser FJ” could be based on Toyota’s IMV 0 platform, the foundation for their remarkably affordable $10,000 pickup truck aimed at developing markets. While this platform promises simplicity, ruggedness, and affordability, it might present challenges in meeting stringent US safety regulations. Furthermore, engine options mentioned – diesel engines (unlikely for the US market) and a modest 161 hp 2.7-liter inline-four gasoline engine – may not satisfy American consumers accustomed to more powerful SUVs.
For the US market, a “new FJ” would likely need to offer more robust performance. A hybrid powertrain could be a compelling solution, blending efficiency with adequate power. Moreover, adopting Toyota’s modular TNGA-F platform, shared with other American trucks and SUVs, might be crucial to ensure the “new FJ” meets safety standards and market expectations in North America.
TopSpeed’s Perspective: Carving a Niche for the “New FJ”
Toyota already boasts a comprehensive SUV lineup in the US, including the newly redesigned Land Cruiser starting at $56,700 and the ever-popular 4Runner from $40,770. The crucial question for the “new FJ” is how it would differentiate itself and justify its place within this crowded market, a challenge that ultimately contributed to the original FJ Cruiser’s discontinuation. Why would consumers choose a “new FJ” when the 4Runner already offers a strong blend of off-road capability and practicality?
To succeed, a “new FJ” in America would need to offer a distinct appeal. One strategy could be to position it as a more specialized and enthusiast-focused off-road SUV, perhaps drawing inspiration from the Land Cruiser ROX concept showcased at SEMA 2024. This concept demonstrated a hardcore, modified Land Cruiser with FJ Cruiser-esque styling cues, suggesting a potential path for a more rugged and niche “new FJ.” Alternatively, in an increasingly electric automotive landscape, Toyota could explore an electric “new FJ,” potentially inspired by the Compact Cruiser EV concept, to carve out a unique position in the market.
The rumors and trademark filings surrounding the “Land Cruiser FJ” are certainly exciting for fans of the original FJ Cruiser and off-road enthusiasts in general. Whether Toyota will bring this “new FJ” to fruition, and in what form, remains to be seen. However, the enduring appeal of the FJ Cruiser and the growing demand for capable and affordable off-road SUVs suggest a strong potential market for a “new FJ” that captures the spirit of its predecessor while forging its own distinct identity.
