Article by Scott Brady from Expedition Portal
Why the Land Cruiser is the worst selling SUV in America
Why the Land Cruiser is the worst selling SUV in America
Why the Land Cruiser is the worst Selling SUV in America
- Thread starter patrickfinley
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What a useless article. The reason is sells poorly in America is it is now $80,000 out the door and most people who pay that for a vehicle in America want something far flashier on the front than a Toyota badge. Only thing he got right is that the looks are uninspired. It's not to do with off road ability, that hasn't changed for the worse since it went long wheelbase only in the early 1980s.
Because its a boat on wheels, bring over a real landcruiser like this one
...and then charge $50K for it. Sorry, Toyota won't have enough takers to make it worth their time. Toyota would be better off bringing over the Hilux with a 3.0L diesel, but that's a pipe dream too.
Its easy, it is the price.
In the US the cars are very very cheap...
For the Land Cruiser 200 they cry about 80`000 USD.. This car costs in Switzerland 135`000 USD.
Then we take a Mercedes C Class AMG. In Switzerland they ask 130`000 USD, in the US Market arrround 50`000 USD.
We can do this calculation for Nissan GT-R`s or other brands, alsway are the prices in the US much lower.
Thats a very crazy gap i think.
So in the US you get very very cool car`s for a good price arround 50`000 USD.
So why should an US guy spend 80`000 USD, when he can get also cool cars for 50`000 USD?
You read this reason (about the price) in many statements here and in other US webcommunities.
In the US the cars are very very cheap...
For the Land Cruiser 200 they cry about 80`000 USD.. This car costs in Switzerland 135`000 USD.
Then we take a Mercedes C Class AMG. In Switzerland they ask 130`000 USD, in the US Market arrround 50`000 USD.
We can do this calculation for Nissan GT-R`s or other brands, alsway are the prices in the US much lower.
Thats a very crazy gap i think.
So in the US you get very very cool car`s for a good price arround 50`000 USD.
So why should an US guy spend 80`000 USD, when he can get also cool cars for 50`000 USD?
You read this reason (about the price) in many statements here and in other US webcommunities.
The last 2 autoshows I attended, Los Angeles and San Diego Autoshow. I was dismayed to see there was no Land Cruiser on the display. It is like Toyota has given up trying to sell the cruiser here. The more people is unaware of its existence the less they will sell.
My 2008 LC200 cost $100,000 USD here in Philippines. Without so much options like US Model LC200... But i got a Twin Turbo diesel V8. I guess that's what i paid for the difference.
http://toyota.com.ph/cars/new_cars/land_cruiser_200/pricelist.asp
There are obviously a hundred different factors that has contributed to the decline in sales. Economy, demand for body-on-frame SUV's, marketing, other Toyota products siphoning sales, price, etc, etc, etc.
Civic brings up another good point and one that has been brought up on this board numerous times from buyers - the desire for dealers to sell them. Dealers don't really want them sitting on their lots, and you pretty much have to go in and ask them to order one or trade with a dealer that has one. Buyers need to know about it before they get to the dealership and will likely need to wait as one is delivered.
Even in the rare case that they are on the lot, good luck getting a salesman to sell you one. Ninety percent of the time they will try and steer you into the Sequoia. "It's bigger, it's cheaper, it's got more this, or more that" they'll say. I had to go find another salesman to sell me an LC even when they had 2 of them on the lot.
It is a bit ironic that the 80 series the author puts on the pedestal endured the same sort of the critique realtive to earlier LCs, but now that used ones are available cheep, and bolt on accessories readily available, it has become darling of the expedition types.
Toyota did go directly after the Jeep Wrangler market with the FJ Cruiser. Not sure why the author believes a 2nd attempt with a different model would be successful.
I have read somewhere some speculation that Toyota deliberately downplayed their large SUV offerings over the last few years. They did so as not to dilute Toyota's green image of the Prius or the low cost image the small economy class models provided while gas prices where high and the economy tanking. Think they where more than happy for GM and Hummer to take the hit on providing the wrong vehicles for the times.
Toyota did go directly after the Jeep Wrangler market with the FJ Cruiser. Not sure why the author believes a 2nd attempt with a different model would be successful.
I have read somewhere some speculation that Toyota deliberately downplayed their large SUV offerings over the last few years. They did so as not to dilute Toyota's green image of the Prius or the low cost image the small economy class models provided while gas prices where high and the economy tanking. Think they where more than happy for GM and Hummer to take the hit on providing the wrong vehicles for the times.
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I wouldn't say cars are cheap. Our government simply rapes us less for buying foreign cars than say Switzerland or the Philipines. That said, I think $80k for a Land Cruiser is borderline offensive and like most people, Americans vote with their pocketbook and anemic sales I have to believe are at least partially related to that price-point. From the 100 to the 200-series, they've managed to crank the price nearly $30k and I'm thinking most people just aren't seeing an incremental $30k worth of engineering and technology to write an $80k check.IMHO
Very true. Another factor is the LX570; when you're about to spend $70-80k for a Land Cruiser, why not pay another $10 or so for the Lexus? Based upon the fact the LX outsells the LC by 3 to 1, it would appear most people prefer to spend a bit more and get a badge with an 'L' instead of a 'T'. In my case, my wife hated the Lexus and I'm not a fan of it either. We both prefer the understated look of the LC.
Where the hell is this $80k figure coming from? Ever hear of negotiating? I wouldn't pay north of $70 for one and would easily welcome another $5k off that. Maybe it's just me, but that $10k we've somehow brought this vehicle up by is a big bump that no US buyer should ever pay...
Mr. Brady was less critical when he did the same report on video. It's posted here somewhere in the last month.
None of the cruisers are rock crawlers...purpose built vehicle...the end.
None of the cruisers are rock crawlers...purpose built vehicle...the end.
With the 2013 base sticker of $78.8, I would think low-to-mid 70s is best you will do negotiating given extermely low volume, etc. I paid 52K for my 2006 brand new and loaded. Big price difference for little improvement IMO.
Really? The dealer that I buy 100-series parts from called me to let me know they had a 200 on the lot and wondered if I was interested in buying it. I have purchased nothing from them other than parts and minor service (no cars). So I'd say they know their audience and are trying to market to it.
Maybee you dont understand me really. 80`000 USD is cheap for the Land Cruiser 200.
In every other country you will pay much more, for the same Land Cruiser.
Maybe its hard to compare with the Land Cruiser 200, because in other country`s they sell only the Diesel.
But you can chose every brand you want - in the US you pay much less for the same vehicle.
And so are the 80`k not less enough for the US market. But Toyota dont wants to go below. They have the tocoma for the people who look after the price.
@sptsdn: youre right, also the salesmans dont want to sell them
also in Switzerland you cannot have a testride with the LC 200 - they dont have them.
Toyota Zurich told me to drive 150km, because they have a used one for the second hand market in another town.
Thats no Marketing there
In every other country you will pay much more, for the same Land Cruiser.
Maybe its hard to compare with the Land Cruiser 200, because in other country`s they sell only the Diesel.
But you can chose every brand you want - in the US you pay much less for the same vehicle.
And so are the 80`k not less enough for the US market. But Toyota dont wants to go below. They have the tocoma for the people who look after the price.
@sptsdn: youre right, also the salesmans dont want to sell them
also in Switzerland you cannot have a testride with the LC 200 - they dont have them.
Toyota Zurich told me to drive 150km, because they have a used one for the second hand market in another town.
Thats no Marketing there
Agreed. I had to get into the LX570 and try to pretend what the LC version would be like at the LA AutoShow this year. The Toyota Dealer down the street (Santa Monica Toyota) brags about being the number one hybrid and prius dealer in the country. And to support this image there are no Land Cruiser accessories. The have every model specific key chain and license plate frame from the Yaris to the no cancelled Solara but now Land Cruiser.
From a business perspective, I don't think they care. They only sold 1600 last year but they also only imported about that many. They sell everyone they bring here without advertising or awareness. Why waste the money marketing them when you can make a much bigger profit margin and sell to the same target market with the LX570?
When I was looking for a job, I applied at Toyota's ad agency and told them how their 2005 website for the Land Cruiser sold me on the model and how I'd just bought one because of it, etc. And they said "oh that's awesome. But we don't do any ads for them here in the US anymore."