All indications point to the 2024 Toyota Land Cruiser returning to the United States, but the question remains: will it be the same legendary machine that was discontinued in 2021, or will it be a rebadged version of another capable — yet different — model? Evidence suggests it will be the latter.
2024 Toyota Land Cruiser
When Toyota retired the long-running Land Cruiser nameplate in 2021, many fans wondered if and when it would return to the U.S. market. By then the model had become a pricey, luxurious SUV — still impressively capable off-road — but its styling and technology felt dated compared with competitors, especially given its price.
In recent months Toyota has been teasing the Land Cruiser’s comeback across its social channels. Following the launch of the 2024 Lexus GX550, Toyota confirmed plans to bring back the Land Cruiser. Many enthusiasts expect the U.S. version to be based on the smaller Land Cruiser Prado that’s sold in global markets, rather than the Land Cruiser 300 series introduced internationally in 2022 but not offered in America.
The 300 series was a heavily anticipated update that many hoped would reach U.S. buyers. Like the recent redesigns of the Tundra and Sequoia, the 300 series moved away from a V8, adopting a hybrid V6 and sharing platforms with Toyota’s modern full-size models.
The Lexus GX550 is an impressive vehicle, though on the compact side compared with full-size SUVs. It performs well on trails and satisfies most buyers, but those needing a larger cabin often step up to the Sequoia. The returning Land Cruiser could neatly occupy a position slightly smaller than the Sequoia while undercutting the Lexus GX550 and LX570 on price, offering a compelling mix of capability and value.
My own 100-series Land Cruiser provides a useful size reference: it’s a three-row SUV but not an oversized behemoth by today’s standards. In a week I’m heading to Salt Lake City, where I expect Toyota may unveil the new Land Cruiser at the Land Cruiser Heritage Museum. The choice of venue initially confused me, but now it seems fitting — honoring the model’s past while introducing its future.
I’ve begun a series documenting my Land Cruiser ownership and build. You can watch the first video I made when I bought it and follow my current progress after an overlanding trip to Bridgeport. The Land Cruiser name carries deep heritage and a loyal following; whether Toyota reintroduces a Prado-based model or brings something closer to the 300 series, enthusiasts will be watching closely to see how the brand balances legacy, capability, and modern demands.