In the States, the typical buyer of a new Land Cruiser was already paying (and prepared to continue paying) >$80k for an LC200. With the 250 at $55k, or even $65k, these buyers likely won't balk at the price. And if they want something upmarket to spend money on, there's always the LX600.
Bigger pricing picture: In all fairness, $55k seems reasonable for a highly modernized Land Cruiser, even if it's not a "heavy duty" one. Consider this: "The average transaction price (ATP) for a new vehicle also dropped in March, down to a still-high $48,008. Compared to February, though, it's down 1.1 percent." (Source: Car & Driver). Down 1.1 percent, but still over $48k for the average new vehicle!
I'm not saying $55k isn't a ton of money, because it's still the price point of an expensive/luxury vehicle, but it's not outlandish the way the $90k LC200 was, and that notion is exacerbated in the face of inflation. No, it's not a 200 or 70 with some changes made for a modern market, but the 250 is a Land Cruiser at heart, or at least a true attempt to bring it back to its roots while tending to the markets at hand. Selling ~1700-3500 units/year like Toyota did with the 200 (Source) just isn't sustainable. This new pricing puts it in line with a moderately equipped Wrangler Unlimited, Bronco, and (presumably) the 6th gen 4Runner's higher trims. And, of course, the GX550. With the dealer markups, manufactured shortages, real supply chain-induced shortages, and fanfare that has occurred recently over enthusiast-minded vehicles with dedicated fanbases (See: Bronco; GR Corolla, Civic Type R, etc) I don't doubt that, pending it's a competent and capable vehicle that drives decently, the new Land Cruiser will sell quite well. As it rightfully should. And this is a good thing; don't we all want more Cruisers out there to be able to buy second, third, or even tenth-hand as our weekend wheelers?
Bigger pricing picture: In all fairness, $55k seems reasonable for a highly modernized Land Cruiser, even if it's not a "heavy duty" one. Consider this: "The average transaction price (ATP) for a new vehicle also dropped in March, down to a still-high $48,008. Compared to February, though, it's down 1.1 percent." (Source: Car & Driver). Down 1.1 percent, but still over $48k for the average new vehicle!
I'm not saying $55k isn't a ton of money, because it's still the price point of an expensive/luxury vehicle, but it's not outlandish the way the $90k LC200 was, and that notion is exacerbated in the face of inflation. No, it's not a 200 or 70 with some changes made for a modern market, but the 250 is a Land Cruiser at heart, or at least a true attempt to bring it back to its roots while tending to the markets at hand. Selling ~1700-3500 units/year like Toyota did with the 200 (Source) just isn't sustainable. This new pricing puts it in line with a moderately equipped Wrangler Unlimited, Bronco, and (presumably) the 6th gen 4Runner's higher trims. And, of course, the GX550. With the dealer markups, manufactured shortages, real supply chain-induced shortages, and fanfare that has occurred recently over enthusiast-minded vehicles with dedicated fanbases (See: Bronco; GR Corolla, Civic Type R, etc) I don't doubt that, pending it's a competent and capable vehicle that drives decently, the new Land Cruiser will sell quite well. As it rightfully should. And this is a good thing; don't we all want more Cruisers out there to be able to buy second, third, or even tenth-hand as our weekend wheelers?
