Toyota Motor Corporation (Toyota) has unveiled the new Land Cruiser “250” Series to the world, with the launch planned for the first half of 2024 in Japan. Also announced today is the heavy-duty Land Cruiser “70”, which will make its return to Japan this coming winter as a regular model in the range. This will result in all three Land Cruiser series again being available in Japan. Launched originally as the Toyota BJ on August 1, 1951, the Land Cruiser series is now 72 years old. Immediately after its launch, it became the first vehicle to climb to the sixth station of Mount Fuji. From that time, it has fulfilled its mission of delivering safety and security to all types of people in places that can only be reached in the Land Cruiser. Developed and refined based on the actual usage situations of global customers, it provides reliability, durability, and off-road performance that allows people to go anywhere and everywhere and return safely. This concept has been passed down and evolved.
With cumulative sales of about 11.3 million units*1 in approximately 170 countries and regions around the world, it has supported the lives and livelihoods of people everywhere.Until now, the Land Cruiser range has been divided into three different series―the Station Wagon that always showcases the latest technologies and has evolved into the flagship model (currently the 300 Series), the Heavy-Duty model with outstanding durability and off-road driving performance (the 70 Series), and the Light Duty model that provides ease of handling and comfort on an off-road base as a lifestyle and practical choice for customers (Prado).The Light Duty Series has tended to shift toward high-end and luxury models as the generations have evolved. In developing the 250 Series, then-President Akio Toyoda, who has the ultimate responsibility for product development, explained his basic approach as, “The Land Cruiser should be a car that supports people’s lives and local communities, so the Light Duty model must return to the true form that customers are looking for.” In response, the development team defined the concept as returning to the origin of the Land Cruiser. With the spirit of rebuilding the model, they created a simple and sturdy vehicle that can be trusted by customers to fulfill their lifestyle choices and practical needs.
The new 250 Series is a core Land Cruiser model with the same GA-F platform as the 300 Series to dramatically improve basic performance as an off-roader. It also comes with various powertrains to achieve even more powerful driving performance and environmental performance worthy of the Land Cruiser name. It was created in pursuit of unique Land Cruiser characteristics, incorporating interior and exterior styling that fuses traditional and modern in a functional package. The aim was to create a next-generation Land Cruiser with improved ease of handling and comfort for both on- and off-road driving, while also delivering class-leading advanced safety performance.
Even after the 250 Series is released, the Land Cruiser will continue to evolve, while meeting a range of social needs, as a trustworthy, reliable, and practical choice for customers worldwide.
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