Revitalizing the Legendary Land Cruiser: Toyota Unleashes the Hybrid Beast

Toyota Revamps Iconic Land Cruiser with Hybrid Version

Introduction

Toyota Motor Corp. has unveiled the first hybrid version of its iconic Land Cruiser, aiming to bring the high-margin sports utility vehicle back into the spotlight. The new model, which traces its origins back to 1951, will be produced in Japan and shipped to North America and other key markets. Toyota plans to cater to customer needs while reducing carbon dioxide emissions overall. The Land Cruiser has always been a profitable model for Toyota, and the addition of a hybrid version is expected to further boost its profitability.

Hybrid Powertrain and Market Availability

The new hybrid Land Cruiser will be available in North America and other key markets. Toyota will produce the hybrid model and a smaller variant at its factories in Japan and export them overseas. While the hybrid version will be sold in North America, other markets such as Europe and Australia will have the option of gasoline or diesel-powered Land Cruisers. Toyota‘s chief technology officer, Hiroki Nakajima, stated that the company aims to meet customer expectations while reducing carbon dioxide emissions.

Profitability of Land Cruiser Models

Land Cruisers and other models like the Alphard van have always been highly profitable for Toyota. Seiji Sugiura, an analyst at Tokai Tokyo Research Institute, explains that the Land Cruiser’s large size and popularity contribute to its profitability. Additionally, if the Land Cruiser were to be sold under the luxury Lexus brand, its profitability would likely increase even further.

Availability and Pricing

The new Land Cruiser will be available in Japan by the first half of 2024 and will debut in the United States in the spring of the same year. Toyota has set the suggested retail price in the United States to start in the mid-$50,000 range. Gasoline and diesel-powered versions of the Land Cruiser will be offered in Western and Eastern Europe and the Middle East. In addition, a smaller Land Cruiser version will be introduced in Japan during the winter.

Historical Sales Figures

Toyota stated that as of the end of last month, the Land Cruiser, Lexus LX, and GX luxury SUVs have sold a combined total of 11.3 million units. This highlights the popularity and enduring demand for these models.

Conclusion

Toyota‘s decision to revamp the iconic Land Cruiser with a hybrid version reflects the company’s commitment to meeting environmental standards while maintaining profitability. The introduction of a hybrid model will make the Land Cruiser more attractive to customers in markets where hybrid vehicles are in high demand. With its reputation for reliability, off-road capabilities, and strong resale value, the Land Cruiser is expected to continue its success as one of Toyota‘s flagship vehicles.

Sources:

[1] Reuters: “Toyota revamps iconic Land Cruiser with hybrid version”

[2] Daniel Leussink, Reporting by Reuters