Premium SUV’s new milestone highlights customer trust and loyalty for the brand around the globe

Dubai, UAE, September 24, 2019: Toyota has announced that the cumulative global sales of its legendary Land Cruiser series have surpassed 10 million units as of August 31, 2019. The new milestone comes as a recognition for the premium SUV’s standing as a global and regional icon that continues to touch the lives of millions of people across the globe every day. 

“We are grateful to each and every one of our customers for their trust and support in our journey towards achieving this important milestone, cementing it as a remarkable success story over the years,” said Yugo Miyamoto, Chief Representative, Middle East and Central Asia Representative ‎Office, Toyota Motor Corporation. “Since its introduction over six decades ago, the Land Cruiser has evolved into one of the most fully capable premium SUVs, exceeding expectations across successive generations to establish itself as a favourite among the region’s families.”

“The legendary Land Cruiser embodies Toyota's reputation for reliability, durability, and capability, and has become an integral part of people’s lives in virtually every part of the globe. We remain committed to continue working hand-in-hand with our customers to create ‘ever-better’ cars,” Miyamoto added.

Launched on August 1, 1951, as the Toyota Jeep BJ, the Land Cruiser is the company’s longest-running vehicle. The production of the world-beating vehicle, which assumed its current name in 1954, has continued for 68 years with nine generations dominating the Premium SUV market across the world.

Full-scale exports of the Land Cruiser began with the 20 series, which was introduced in November 1955, four years after the launch of the first-generation vehicle. Since then, Toyota has consistently developed versions that cater to customer needs, while staying true to its reputation for reliability, durability, and drivability on poor roads – essentially the development concepts on which the Land Cruiser is based. 

As a well-deserved recognition for its genuine off-road capabilities, the Land Cruiser has continued to receive the support of customers around the world. Even though fewer than 100 units were exported per year initially, by 1965, 10 years after full-scale exports commenced, that figure had surpassed 10,000 units per year. At present, the Land Cruiser is sold in approximately 170 countries and regions worldwide, with annual global sales standing at approximately 400,000 units. 

The Land Cruiser contributed significantly to increased trust in the Toyota brand around the world and created a foothold for the company to expand its exports. Due to its outstanding reliability and durability, there are regions where Land Cruiser 40 series vehicles continue to be used today, some 50 years after they were manufactured. 

The history of the Land Cruiser symbolizes Toyota’s QDR – Quality, Durability, and Reliability. Over the years, the Land Cruiser has carved out a reputation for itself as a reassuring companion for business and lifestyle needs. It is widely recognized as a vehicle that transports people’s lives and items, that fulfills people’s mobility dreams, and that enables people to go where they want, when they want, and to return safe and sound. 

Owing to its versatile features and capabilities, the thoroughbred four-wheel-drive off-roader is utilized around the world for a broad array of diverse needs. The applications range from carrying out humanitarian assistance operations in remote areas and herding cattle on vast cattle ranches, to facilitating mobility in deep underground mines and harvesting high-elevation crops on steep fields at altitudes as high as 3,400 meters, where even humans have difficulty standing. Indeed, there are many places around the world where it would be impossible to live from day to day without the Land Cruiser. 

Going forward, in order to continue to cater to – and even exceed – customer expectations, development of the Land Cruiser will take place on the premise that it will be used in every corner of the world. To this end, Toyota itself intends to set even more rigorous standards and continue to engage in car-making with the goal of creating a truly unique vehicle.