According to Autoweek magazine the FJ cruiser is a reality

[rustycruiser]

I thought I would share this "lost" Cruiser Musing, seeing as it relates the th infamous FJ Cruiser. Just my thoughts from September last year on the subject



Cruiser Musings : God Bless Toyota

By Ross Lake

God Bless Toyota, but God Damn them for what is about to happen. Right now I feel like I am driving in a car, and I am the only one that can see the massive pileup ahead that is going to occur. There is nothing I can do to prevent the accident, but that doesn’t stop me from dreading it. It is going to be ugly, and everyone of us is going to either be involved, or is going to be one of the rubbernecking drivers who inexorably slows down to watch the carnage as they slowly creep by.

So what the hell am I rambling on about this time, you are probably wondering. Good question. I am talking about the imminent release of the new darling of Toyota design and marketing, the FJ Cruiser. Everyone has to have seen the pictures by now. It is the butt ugly RAV-4 sized abortion of a “cute-ute” with a few design cues from an FJ40 Land Cruiser. It might possibly be the most grotesque thing to be penned to paper, yet the marketing geniuses at Toyota see $$ signs every step of the way from production to delivery at the dealer. And they would be stupid not to. With the Land Cruiser name, they have 50 years of history to base their ads and marketing concepts from. The average Joe is going to lap the Cruiser story up like it’s mom’s best apple pie. And I am going to hate him for it.

The thing that bugs me the most is that Toyota is perfectly capable of redoing the FJ40 if they wanted to. They already did it. It was called the PX-10, and it was a limited run of HZJ73s that came out in the mid 1990’s that sported retro looks. Any of you that have made the trip out to Los Angeles recently would have most likely seen one parked in Chatsworth, in Marv Spector’s Land Cruiser Museum.

Now be for you go off, I realize that the FJ Cruiser is not meant to be the FJ40 reincarnate. It is what it is. A cheaply made box that Toyota can sell to Dads of teenage girls and Soccer Moms, whilst whoreing 50 years of Land Cruiser history to sell said cheaply made box. Ain’t the future looking bright?

I can already see the Sunday afternoon next Fall. You, Joe Cruiserhead have just finished installing an SM420 and 3 speed transfer case into your burgeoning rock crawler. You take it out for a spin, to check that everything is kosher in your new mis-mosh mix of Toyota and Chevrolet clutch parts. And up next to you pulls an FJ Cruiser full of four giggling 16 year olds talking about how cute your FJ Cruiser is, and why did you switch to those funny white wheels. I can’t freaking wait!

So maybe I am a grouch who doesn’t like change. But it is slowly creeping in every second. Do you think that it is random chance that a Land Cruiser was chosen for MTV’s “Pimp your Ride”? I might need a tinfoil hat, but I think it is a little too convenient. I think it was a great piece of marketing on Toyota’s behest. BTW, the cruiser in question looked better before it was “pimped” in my opinion.

What about the Land Cruiser that made it into an episode of “Monster House” on the Discovery Channel? Was that coincidence too? Call in the black helicopters, but I again think that there is marketing involved. Every time between now and the debut of the FJ Cruiser that you see a Cruiser in print or on TV, I think that Toyota will have played a role somehow. It is their best interests to reintroduce the Land Cruiser to the mainstream market, and to foster the image of it’s toughness and heritage. And all for the grand plan to sell lots of ugly little boxes.

God damn you Toyota for ruining yet again that which was once a grand thing.

 

[firetruck41]

So maybe I am a grouch who doesn’t like change.

Probably, sounds like it.

Do you think that it is random chance that a Land Cruiser was chosen for MTV’s “Pimp your Ride”?

Yes, I think so.

I might need a tinfoil hat, but I think it is a little too convenient. I think it was a great piece of marketing on Toyota’s behest. BTW, the cruiser in question looked better before it was “pimped” in my opinion.

Better get that hat on quick

What about the Land Cruiser that made it into an episode of “Monster House” on the Discovery Channel? Was that coincidence too?

Yes, I think so. Have you watched that show? They are idiots, no way I can credit them with thinking of getting Toyota to secretly pay them to use a Cruiser.

Every time between now and the debut of the FJ Cruiser that you see a Cruiser in print or on TV, I think that Toyota will have played a role somehow.

I wonder how much the local news channel was paid for that one that just drove by in the background of their live shot from the icy streets?

God damn you Toyota for ruining yet again that which was once a grand thing.

Sorry that because Toyota decided to make a new 4x4, your Cruiser all of a sudden sucks??? I'll buy it for real cheap if that'll help?

If anybody can't tell I'm optimistic about the FJ Cruiser, maybe my enthusiasm will dampen but we'll have a pretty good idea about it when it debuts next month. ;p

 

[rustycruiser]

I am speculating (with no real basis) that it will be something like a 2 door 90 series Prado Land Cruiser with a funky "North America" only body.

90 series is dead. Was replaced in 2003 by the 120 series. Which is already here as the GX470.

 

[firetruck41]

90 series is dead. Was replaced in 2003 by the 120 series. Which is already here as the GX470.

120 it is The current GX470/4runner/05 Tacoma is the platform I meant. I could only find it referred to as "Next Gen 90 series" on the Landcruiser Heritage website.

 

[HZJ60 Guy]

BJ-74 PLEASE!!!!!!!!!!!!!!!!!!!!!!!


BUT NO. It's going to be some gasser crappy independant suspension panzy mobile!


Turbo (Diesel) bummer.


TB

 

[Gumby]

Actually, I am sure that Pimp My Ride's FJ-40 was not a coincidence. PMR would have reacher a wider audience and been more in their demographic with a lowered Heep. They had no reason to go with a 40 and less of a reason to keep it lifted and stock looking.
They have done a number of Toyotas. You can not tell me Toyota had noting to do with the brand new Scion xB they pimped. Toyota is pushing the Scion at the younger generation who they think still watches MTV. I would not be surprised if the FJ Cruiser comes out as a Scion branded model in the US.
I'll let you know in about a month when I'm at the WIndy AUto Show. I wish I could make it to NAIAS this year.

 

[chitown40]

Did they make any changes to the FJ concept since last year? I remember seeing it the Chicago show then and I thought it was pretty cool for a retro-creation. Maybe this year they'll take it off the stinkin' turntable and let folks have a look inside. I'd be interested in getting a group of Chicago-area cruiserheads (or anyone else who's in town then too) together and going to the show. Any one up for it?

Rob

 

[patride71]

Did they make any changes to the FJ concept since last year? I remember seeing it the Chicago show then and I thought it was pretty cool for a retro-creation. Maybe this year they'll take it off the stinkin' turntable and let folks have a look inside. I'd be interested in getting a group of Chicago-area cruiserheads (or anyone else who's in town then too) together and going to the show. Any one up for it?

Rob

unless something comes up, i'm planning on going.....

 

[tclndcrz]

well whoever goes... make sure you bring a digi so we can see some true life shots.

 

[rustycruiser]

120 it is The current GX470/4runner/05 Tacoma is the platform I meant. I could only find it referred to as "Next Gen 90 series" on the Landcruiser Heritage website.

I honestly think that the FJ Cruiser is going to be closer to the RAV4 and Highlander than the Land Cruiser and Four Runner. I foresee independent front and rear suspensions, no ladder type frame, no true transfer case, def no locker etc. If you look at the sales figures of the Land Cruiser, as well as cost it isn't feasible. I think the FJ Cruiser is going to be priced in the mid 20s to low 30s. Anything above that, and the retro design becomes a turn off the the buyer with cash who wants a respectable status symbol.

Do I have any evidence? No, just my gut after looking at the sales figures of all Toyota SUVs. The main problem IMNSHO, that Toyota has with the retro FJ Cruiser is hardly anyone in the general public knows what the original FJ40 looked like. Toyota lacks the instant classic appeal of the VW Bug, and the Thunderbird/mustang to a degree. So look forward to a buzz of advertising to try and create that appeal.

[sarcasm] Yeaaahhh! [/sarcasm]

 

[Exiled]

I agree with RustyCruiser, this FJ Cruiser is Toyota USA's idea of cashing in on the romantic notion of Toyota's early, rugged, real 4x4 models by giving a modern, wimpy mall Cruiser some quasi-retro look. There is ZERO indication that Toyota is going to reverse it's marketing strategy of the last 20 years and all of a sudden offer a simple, rugged, practical 4x4 to compete with the Wrangler. If this was important to Toyota, they would have introduced a USA-version of the light duty 7X series with the petrol engine (Sorry HZJ60guy, but much as I share your diesel passion, the US *mainstream* is not ready for it and Toyota has never been known for pushing the envelope).

Do you think it was a coincidence that all-of-a-sudden, after decades of basically ignoring Land Cruiser owners, Toyota USA launches a snazzy website evoking the legend of the Toyota Land Cruiser, complete with old pictures and a retro look? C'mon, Toyota's marketing department draws some of the best people in the business, give them some credit.

Do you think the list of options for the FJ Cruiser will include locking differentials, winches and/or rubber floors, or that it will tilt towards ten different models of 17"+ alloy rims, four different stereo packages, brushed nickel or carobn fiber dash "accents", and two models of DVD players?

Just like old hard-core Jeepers wince at the teenage masses driving around in chrome-covered TJ's, I too will wince when I see the legions of posers driving their FJ Cruisers, 18" rims shining in the sun, tire-shine dripping onto the pavement, bass pulsing as they head to the mall.

So yeah, call me a grouch too, pass me my tinfoil hat, I'll keep driving my crusty, crotchety old Cruiser, dreaming of diesel engines and markets where Toyota slugs it out with Nissan for control of the real 4x4 market!

 

[fsusteve]

I honestly think that the FJ Cruiser is going to be closer to the RAV4 and Highlander than the Land Cruiser and Four Runner. I foresee independent front and rear suspensions, no ladder type frame, no true transfer case, def no locker etc. If you look at the sales figures of the Land Cruiser, as well as cost it isn't feasible. I think the FJ Cruiser is going to be priced in the mid 20s to low 30s. Anything above that, and the retro design becomes a turn off the the buyer with cash who wants a respectable status symbol.

Do I have any evidence? No, just my gut after looking at the sales figures of all Toyota SUVs. The main problem IMNSHO, that Toyota has with the retro FJ Cruiser is hardly anyone in the general public knows what the original FJ40 looked like. Toyota lacks the instant classic appeal of the VW Bug, and the Thunderbird/mustang to a degree. So look forward to a buzz of advertising to try and create that appeal.

[sarcasm] Yeaaahhh! [/sarcasm]

I agree with all of this except the last paragraph. I believe most of the buying public will recognize the bezel. I feel this is exactly what Toyota is hoping for, make a few bucks off the once great symbol with as cheap as a production cost as feasible. My fear is that the uninformed public will buy these up and will come up to me in parking lots and say "Hey I got a Cruiser too". Like they're part of the club or something, in other words I have some concern about devaluation for everything we love these trucks for.

 

[Gumby]

I honestly think that the FJ Cruiser is going to be closer to the RAV4 and Highlander than the Land Cruiser and Four Runner. I foresee independent front and rear suspensions, no ladder type frame, no true transfer case, def no locker etc. If you look at the sales figures of the Land Cruiser, as well as cost it isn't feasible. I think the FJ Cruiser is going to be priced in the mid 20s to low 30s. Anything above that, and the retro design becomes a turn off the the buyer with cash who wants a respectable status symbol.

Being that the FJ is built on a Taco frame, I think most of your assumptions are wrong.

The Taco has proven itself to be a quality wheeler even with the IFS.

 

[MoJ]

My fear is that the uninformed public will buy these up and will come up to me in parking lots and say "Hey I got a Cruiser too". Like they're part of the club or something, in other words I have some concern about devaluation for everything we love these trucks for.

Damn, thought only Rover guys said elitist crap like that. %$#@^ I'd be more than happy to welcome any Toy 4x4 drivers.

 

[NJFJ40]

I for one applaud Toyota for taking a shot at this market segment - though I share other's concern that they are doing so at the risk of watering down the true Land Cruiser heritage and history.

So, while the first iteration will most likely be closer to the mall cruiser we all fear so as to capture share and appeal to the largest market segment (ie Soccer Moms), ask yourself this: what better platform to use to eventually make available a more robust and rugged truck able to compete with the Rubicon and others? Certainly the RAV4 can't do this and atleast Toyota recognizes that.

I am optimistic that this provides possibilities for future Cruiser models more in step with the true Cruiser heritage we all know and love. I will give this a close watch. Can't wait for photos from the Chicago show.

AndrewT

 

[rustycruiser]

Being that the FJ is built on a Taco frame, I think most of your assumptions are wrong.

The Taco has proven itself to be a quality wheeler even with the IFS.

Um, the FJ "Concept" was built on a Taco frame. The point of my minor rant is that the production FJ will be not too close to the concept. Basically a Rav4 with a psuedo FJ40 like body. Time will tell if I am talking out my ass.

 

[rustycruiser]

So, while the first iteration will most likely be closer to the mall cruiser we all fear so as to capture share and appeal to the largest market segment (ie Soccer Moms), ask yourself this: what better platform to use to eventually make available a more robust and rugged truck able to compete with the Rubicon and others? Certainly the RAV4 can't do this and atleast Toyota recognizes that.

Toyota has no desire to compete with the Rubicon. Why build a truck that will compete in a tiny niche market against the Rubicon, when you can build a posuer SUV POS and sell eleventy billion of them to every soccer mom, frat boy, and teenage girl from sea to shining sea?

Mr Pessimist.

 

[Terrax]

I doubt that it will be RAV4 or Highlander since it will be based on a pickup truck platform ( I guess it could also be a pre-runner). I think Toyota finally listen to all our e-mails, phone calls etc. Why would Toyota have Jonathan Ward from TLC4x4 play around with a design a few years ago? Like Gumby said, it wouldn't surprise me it had a Scion badge. It's basically going to be a Tacoma with a different body, just like the Hummer is a Yukon. We'll find out next month, won't we? Stay tuned.

 

[fsusteve]

Damn, thought only Rover guys said elitist crap like that. %$#@^ I'd be more than happy to welcome any Toy 4x4 drivers.

Let's see how you feel when they roll up on 20's and a fart muffler and can't talk over the sub in the back.



I was comparing the loss of stoutness, similiar to a YJ and a Cruiser and all that'll go with it, Retard.

 

[Exiled]

Toyota doesn't create niche markets, it enters mainstream segments and then dominates. Look at the Scion. Toyota notices the ricer culture. Waits a few years while hard-core pioneers of the ricer culture modify their Civics, MR2's, 300X's, Integras and Lancers, and when the ricer culture hits mainstream ("Fast and the Furious", X-Box and PS2 games), then Toyota launches a whole new brand with the attempt (doing good so far) of dominating a market segment.

Around '98 to '00, when the SUV market exploded, and Toyota sees the Expedition/Suburban/Yukon/Tahoe market blow out, they put the Sequoia on the market. That's Toyota's marketing strategy, it's what they've done with every segment they've ever competed in. Look at how long it's taken them to succeed in the big pickup market. They came in with the T100, flopped. Came in with the Trundra, better succes, but not yet there. Big US three still dominating. Then Nissan comes in with the Titan, starts gaining market share, and now Toyota has made the Tacoma bigger, because the Tundra is also going bigger, to where it can truly compete in size with the Big US three.

I think people hoping that the FJ Cruiser is a real 4x4 are the same people that constantly wonder why Toyota doesn't sell the 7x series Land Cruisers in the US. Why? Because Toyota understands the markets they compete in, they haven't gotten to this point with many flops along the way. Americans don't want a rugged, simple, utilitarian 4x4 with features such as locking differentials, heavy-duty components and true offroad capabilities. Okay, let me rephrase that. MAINSTREAM Americans don't want a rugged, simple, utilitarian 4x4 with features such as locking differentials, heavy-duty components and true offroad capabilities. Mainstream Americans want something that looks tough but drives like a car, they want practical but with style and flair, they want cupholders and DVD players and storage nooks rather than offroad features. And that, ladies and gentlemen, is *exactly* what Toyota is going to give them.

Toyota is in the numbers game. Why pursue dominance of a niche market that makes up 5% of sales when you can dominate 30% of the other 95% of the market? What percentage of Daimler/Chrysler's total sales do you think the Rubicon makes up?


I will GLADLY eat crow, and I expect you guys to hold me to it, if the upcoming FJ Cruiser is a rugged, utilitarian vehicle based on the Tacoma platform and includes real-world offroad capabilities. But I suspect I won't have to...we'll see in a few months.