Did you know the Toyota Land Cruiser FJ is manufactured in Thailand by Thai workers and exported to 60 countries worldwide? Toyota has invested over 5.2 billion baht in production and aims for sales of 5,000 units in Thailand.
Mr. Noriaki YamashitaPresident and CEOToyota Motor Thailand stated that last year Toyota launched the Hilux Travo and Hilux Travo-e in Thailand. Hilux is the Thai people's pickup truck, supporting their lives for many years, with over 90% of parts produced domestically.
With large production capacity and exports to more than 70 countries worldwide, Hilux plays a key role in driving Thailand's economy and has become a significant symbol of Thailand's automotive industry.
The new Hilux Travo received excellent customer response in Thailand, and combined with the strong continued sales of Hilux Revo and Hilux Champ, Toyota achieved a 48.7% market share in the pickup segment, the highest record last year.
The Toyota Land Cruiser FJ is the first Land Cruiser model fully manufactured outside Japan, with an initial investment exceeding 5.2 billion baht. Thailand has been entrusted as the main production base, using 84% locally produced parts, with plans to export over 40,000 units annually to about 60 countries worldwide, including markets in Asia, the Middle East, Africa, Latin America, and Japan.
Mr. Supakorn Rattanawara, President and CEO of Toyota Motor Thailand, said they target sales of the Toyota Land Cruiser FJ inThailand in the year2026 at 5,000 units. Regarding overlap with the Toyota Fortuner market, he explained that the Land Cruiser FJ will strengthen Toyota's lineup, and both models are expected to help Toyota lead the PPV market.
The Land Cruiser FJ is an off-roader embodying the Land Cruiser DNA, emphasizing agility, adventure, and unique design, suitable for customers who enjoy outdoor activities. Fuel consumption is 9.4-9.7 km/liter and it can use E20 fuel, which is cheaper than current diesel prices.
Meanwhile, the Fortuner serves as a versatile family SUV with seven seats, developed on the IMV platform shared with the Hilux, which has proven durability across many regions.
Regarding factors affecting vehicle sales and exports in Thailand, Toyota is closely monitoring the situation and has not revised sales targets yet, as conditions remainuncertain. The situation in the Middle Eastinvolves energy and fuel security issues, which will cause increases in oil and electricity prices. Toyota will continuewith its Multi-Pathway strategy offering diverse energy options such as BEVs, Hybrids, and vehicles compatible with E20 fuel."The launch of the Land Cruiser FJ not only expands the market but also significantly supports local businesses and creates tangible business opportunities, revitalizing and adding vibrancy to the domestic accessories market,"
he added.
Mr. Masaya Uchiyama, Chief Engineer of Toyota Motor Corporation Japan, explained that the 2.7-liter gasoline engine was chosen to provide versatility and affordability while maintaining the Land Cruiser's core essence.
This 2.7-liter engine has a history of over 20 years, proven for efficiency and durability, serving as the foundation for this model's development focused on reliability and toughness. Details of other powertrains will be announced later.
This year marks the 75th anniversary of the Land Cruiser. The model was built on reliability, durability, and off-road performance, beginning with the Toyota BJ in 1951. In 1960, the 40 Series was launched. Since then, the Land Cruiser has evolved into three product lines:
1. Station Wagon line, now the LC300.
2. Heavy Duty line, or the 70 Series.
3. Light Duty line, or the 250 Series.
Across these three main lines over 75 years, the defining characteristic has been trust. Every Land Cruiser development emphasizes two key concepts: inheritance and evolution, continually enhancing reliability, durability, and off-road capability. Customers can trust the Land Cruiser to take them anywhere and deliver them safely.
To connect the Land Cruiser brand to the future, Toyota decided to launch a new model and to expand the customer base in growing markets by offering a more accessible off-road vehiclewhile retaining true Land Cruiser values.The answer to this challenge is the Land Cruiser FJ.
From the outset, the clear goal in developing the Land Cruiser FJ was to create a vehicle for people to truly enjoy off-road driving.The development teamconducted real-world testing with off-road users across Japan to understand the core of driving enjoyment, focusing on three key elements: high maneuverability for precise turning in tight spaces, stable wheel grip on the road, and sufficient ground clearance for confidence on all routes. It also underwent testing on the same tracks used for previous Land Cruiser development.
Mr. Natthanon Sineewat, Assistant President of Toyota Motor Thailand, said the Toyota Land Cruiser FJ accessories use TGA (Toyota Genuine Accessories) and are available immediately upon launch. They are divided into three categories: aesthetic, rugged, and general. There is also a campaign offering accessory packages with insurance or three sets: Unbound Explorer for rugged use, Urban Unique for versatile usage, and collaboration sets with partners such as ARB roof racks.
Related information about the Toyota Land Cruiser FJ