Should Toyota Bring the FJ Cruiser Back?

For many enthusiasts, the question of whether Toyota should bring the FJ Cruiser back into production for another five-year run has been a topic of debate. The FJ Cruiser, which was discontinued in 2014, has found a new following, questioning whether its return would be a worthwhile endeavor. This article explores the nuances of this topic, delving into the reasons behind the model's discontinuation and considering possible factors for its potential return.

The Reason for Discontinuation

One of the primary reasons for the discontinuation of the FJ Cruiser in 2014 was its struggle with slow sales, particularly due to high fuel prices at the time. However, it's worth noting that the Tundra Land Cruisers and Sequoias, which retained their market presence, also have larger, thirstier engines. This discrepancy raises questions about whether the FJ Cruiser was truly a victim of its own fuel efficiency or whether there were other underlying issues at play.

The Retro Appeal and Off-road Capabilities

The FJ Cruiser stands out with its retro-influenced design, reminiscent of classic Land Cruisers and Prados. Its similarity to the Land Cruiser Prado, which was built on a robust platform with off-road capabilities, adds to its appeal. This blend of style and practicality has garnered anew appreciation among consumers, suggesting that bringing back the FJ Cruiser could indeed meet market demand.

Design Challenges and Opportunities

While the FJ Cruiser has garnered a new following, it's important to address the design deficiencies that initially led to its discontinuation. Issues such as poor driver visibility and challenging rear seat access significantly reduced its market appeal. If Toyota were to consider bringing the FJ Cruiser back, significant design changes would be necessary to address these flaws.

Toyota's global approach to its decision-making process is critical here. As a globally respected automaker, Toyota prioritizes data-driven decisions based on market trends and sales figures. While the enthusiasm for the FJ Cruiser among some segments of the market is evident, this enthusiasm must be balanced against the broader market expectations.

Possible Alternatives and Partnerships

Interestingly, Toyota already has access to a platform similar to the FJ Cruiser through the 4Runner. The 4Runner, made at the Hino assembly line, shares mechanical underpinnings and off-road capabilities with the FJ Cruiser. This existing infrastructure could make it easier for Toyota to produce the FJ Cruiser again if market demand justifies it.

Moreover, if demand for the FJ Cruiser were to cool, it wouldn't be difficult to retool the current production lines for FJ Cruiser production. However, the historical sales data offers insight into the challenges. In 2014, FJ Cruiser sales were a mere fraction of what Jeep Wrangler sales were, indicating a substantial gap in market potential.

The Future of the FJ Cruiser

While some enthusiasts argue passionately for the FJ Cruiser's return, it's important to recognize Toyota's strategic considerations. Toyota has always followed a well-designed path, and the company doesn't make decisions based on whims or individual model disappointments. The decision to bring back the FJ Cruiser would need to align with broader market expectations and commercial viability.

In summary, while there is a growing interest in the FJ Cruiser, recent designs and market trends suggest that a major overhaul would be necessary to make its return commercially viable. The question remains: would the practical and aesthetic improvements of the FJ Cruiser, alongside the robust off-road capabilities, be enough to satisfy a broader market? Only time and sales data can answer that question definitively.