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It was in 1951 that Toyota, responding to demands for a military light utility vehicle, developed the Toyota Jeep BJ, which became the first vehicle to successfully climb up to Mt. Fuji′s sixth station. By the time large-scale production began two years later, Toyota had set its sights on foreign markets, and the vehicle′s name was changed to one befitting a global offroader: the “Land Cruiser.”
Toyota′s overseas development expanded in 1957, and export numbers rose dramatically, exceeding more than half of Japanese domestic sales. Leading Toyota′s entry into the world′s markets was the Land Cruiser, which quickly gained popularity with its power and toughness. It alone supported exports to the U.S. up until 1965, and was soon also selling well in Central and South America, Africa, the Middle East and Southeast Asia.
Model changes and improvements over the years extended Toyota′s export sales channels further, and when the Land Cruiser 100 debuted in 1998, the vehicle had already earned a reputation as one of the most reliable 4x4s worldwide.
A Toyota Jeep BJ reaches the sixth checkpoint of Mt. Fuji, July 1951. It was the first time a vehicle had been driven to such a height
Through it all, the Land Cruiser has always had the same basic developmental aims, says Chief Engineer Takeo Kondo. The first of these aims, he says, is “to always exceed the expectations of our global customers in our continued pursuit of reliability, durability and off-road performance, and the second is always acknowledging the changing times, progressing technically while improving comfort for all our customers.”
And it is the commitment to these aims that has been the key to making the vehicle an international “power brand.” Today, overseas sales exceed 90%, and Land Cruisers can be found even in the world′s most remote regions. With the launch of the new Land Cruiser 200, Toyota further ensures that, true to its name, the iconic 4x4 will continue to cruise over every land in every continent."
