Toyota Land Cruiser is often said to be a living legend in large parts of the automotive world – valued by off-roaders, rugged rural workers, and a preferred vehicle by the United Nations and NATO forces.
But it seems to barely sell in the United States.
Toyota sells just over 3,000 Land Cruiser per year in the United States, compared to more than 40,000 in Australia, the largest market.
It is remarkable for what has been Toyota's longest-running product in the United States. Land Cruiser was the only vehicle Toyota sold for a while in the United States in the early 1960s, while the company worked out problems on its new export line.
But now, at a time when sports vehicles are at their most popular in history, the Land Cruiser is an overlooked product.
Part of the problem is competition, which has grown hard in the high-end luxury SUV segment, where the Land Cruiser sits with the starting price of more than $ 85,000. Buyers can choose from high-end SUVs made by Land Rover, Mercedes and Porsche. Toyota even sells the Lexus LX, a full-size luxury that shares many of the options and basics with the Land Cruiser, for not much more money.
Toyota has also not updated the Land Cruiser in many years, and spends little without money marketing it in the United States
At least one report said Toyota can pull the Land Cruiser from the United States by 2022. Most recently MotorTrends reported Jonny Lieberman in an Instagram post that he heard about the plan to cancel the country Cruiser in the United States
Toyota told CNBC that they are not discussing future product plans.
While Land Cruiser is weakening in the United States, sales of the smaller, cheaper, off-road Toyota 4Runner SUV have skyrocketed over the last several years.