Toyota’s new Land Cruiser FJ is set to be introduced across all ASEAN markets, including Malaysia, as the company looks to make the Land Cruiser nameplate more accessible with a smaller SUV.
The Land Cruiser FJ has reportedly exceeded Toyota’s sales target in Japan and has also started gaining traction in overseas markets. Priced from around JPY 4.5 million (US$28,460), the SUV was developed to meet demand for a more compact Land Cruiser that is easier to use on Asia’s narrower roads.
The FJ made its Southeast Asian debut in Thailand in March, where it is manufactured. Its arrival comes as Toyota faces increasing competition from Chinese carmakers, particularly in the SUV and EV segments.
Chinese brands have rapidly expanded across Southeast Asia, helped by competitive pricing, EV incentives and lower tariffs in some markets. In Thailand, Chinese manufacturers now account for nearly 30% of car sales, compared with just 4% five years ago.
Toyota is positioning the Land Cruiser FJ differently from many of these newer competitors, with the model continuing the nameplate’s focus on durability and reliability.
Smaller and narrower than the three larger Land Cruiser models, the FJ is powered by a 165 PS engine and comes with various driver-assistance systems. One of these systems helps control the vehicle during steep descents by managing its speed without locking the tyres.
Despite its more compact dimensions, the FJ retains the off-road capability expected from a Land Cruiser. During testing at an off-road course in Toyota City, Japan, the SUV tackled steep climbs, rocky surfaces and large potholes. Its hydraulic steering also provides more direct feedback, although tighter turns require more effort compared with the larger Land Cruiser models.
The smaller dimensions could make the FJ better suited to everyday driving in crowded cities while retaining its ability to handle rough terrain. This gives Toyota an option for customers who may have previously considered the Land Cruiser too large for their needs.
The model also represents a shift in the traditional Land Cruiser customer base. While the nameplate has spent much of its 75-year history serving as a rugged work vehicle, the FJ is aimed more towards urban drivers who want an SUV with off-road capability.
Beyond Japan and Southeast Asia, Toyota expects the compact Land Cruiser to find customers in markets including Africa and the Middle East. With plans to introduce the FJ wherever a smaller Land Cruiser makes sense, the model is expected to become an important part of Toyota’s global SUV lineup.
