The Legendary Toyota SUV That’s Suddenly Losing Its Sales Momentum
Toyota SUVs are some of the most celebrated models on the market. For decades, the relatively simple, useful, reliable, and well-equipped models have made quite the name for themselves as everyday companions and as off-road icons. There is arguably no more iconic model in the Toyota catalog than the Land Cruiser.
Since the 20 Series came to the U.S. back in the late ’50s, the Land Cruiser nameplate has gone on to solidify itself as a legend of durability and versatility out in the wilderness. Today, though, sales are slowing down.
Toyota’s SUV Lineup Is Still Enjoying Strong Sales
Not including Lexus SUVs, Toyota reports that, up to the end of October this year, it has sold 792,600 SUVs in the U.S. alone. That does make for a 1.8 percent decrease compared to this time in 2025 (807,205 SUVs sold), but it still outsells Honda SUVs so far this year (662,227).
The RAV4, 4Runner, And Grand Highlander Are Toyota’s Best-Selling SUVs
The RAV4 had a slow start this year, thanks to retooling at Toyota plants and supply chain issues, but it is now currently the best-selling hybrid SUV in the U.S., with 293,552 models sold to date this year.
The 4Runner is selling well, with 118,610 models sold in 2026, and the Grand Highlander has seen 122,953 models sold so far this year. Both the 4Runner and the Grand Highlander have seen a huge jump in sales compared to this time last year.
The Land Cruiser Is Losing Momentum After Its Big Comeback
Bearing that in mind, you’d expect something like the Land Cruiser to be storming ahead in sales. The 2027 Toyota Land Cruiser is part of the 250 Series, introduced in 2024 with a new design, the TNGA-F chassis, and a hybrid 2.4-liter i-FORCE MAX turbo-four under the hood.
In 2024, Toyota reported that it sold 29,113 Land Cruiser models in its first year back alone, which, for something that is quite a departure from the previous-generation model, is quite impressive. Prices this year start at $58,180 for the Land Cruiser 1958, and $64,255 for the Land Cruiser.
You get full-time four-wheel drive, locking center and rear differentials, stabilizer bar disconnect, Crawl Control, Downhill Assist, and Multi-Terrain Select. In other words, despite being a modern SUV wearing the iconic nameplate, it can still perform in the mud.
October 2026 Sales Fell 57.6% Compared With The Previous Year
Toyota reports that in October 2025, 2,652 Land Cruiser models were sold in the U.S. In October this year, just 1,124 Land Cruiser models were sold in the U.S., making for a 59.1 percent drop in daily selling rate, and a 57.6 percent drop in overall October sales year-on-year.
Year-To-Date Deliveries Are Down 26% Despite The SUV’s Strong Reputation
According to Toyota’s October 2026 sales report, 27,821 Land Cruiser models have been sold in the U.S. this year. By this time in 2025, Toyota sold 37,798 Land Cruiser models. This year’s current sales report means there has been a nearly 27 percent drop in Land Cruiser daily selling rate, and a 26.4 percent reduction in sales year-on-year.
Toyota’s Other SUVs Are Giving Buyers More Reasons To Look Elsewhere
While things aren’t looking great for the Land Cruiser, it is not because it’s a bad SUV. Owners on Kelley Blue Book rate it 3.8 out of 5 overall, and it is rated 75 out of 100 on J.D. Power; the problem is that there is some very tough competition from within Toyota’s own SUV lineup this year.
The 4Runner’s Sales Have Climbed 53.2% Year To Date
Also built on the TNGA-F platform, and equipped with either a 2.4-liter turbocharged i-FORCE inline-four good for 278 horsepower and 317 pound-feet of torque or a 2.4-liter turbocharged i-FORCE MAX turbo-four hybrid good for 326 horsepower and 465 pound-feet of torque, the 2026 4Runner offers a huge amount of off-road prowess.
Starting prices for the base trim are $43,865, while the new 4Runner Hybrid base trim has a starting price of around $55,000. So, both are far cheaper than the new Land Cruiser but still very usable.
According to Toyota, 4Runner sales by this time in 2025 totaled 77,432 models sold. Toyota’s latest sales report says, up to the end of October 2026, 118,610 4Runner models have been sold. This makes for a massive increase in sales of 53.2 percent, which also makes it one of Toyota’s fastest-growing SUVs in terms of sales year-on-year.
The Grand Highlander Is Also Gaining Ground With A 9.1% Sales Increase
Another Toyota SUV that has seen a jump in popularity is the Grand Highlander. With a starting price of $42,260, a maximum towing capacity of 5,000 pounds, a choice between a hybrid powertrain and a turbo-four, and seating for up to eight people, there is little surprise that this midsize three-row SUV is doing so well.
Toyota reports that 112,693 Grand Highlander models were sold by this time in 2025; this year, there have been 122,953 models sold. This makes for a 9.1 percent sales increase.
The Land Cruiser Has A Sales Problem That Its Badge Can’t Fix
If you want an SUV that is modern, reliable, good-looking, and wears one of the most respected names in automotive history, the new Land Cruiser is certainly worth shortlisting. iSeeCars says it has a 74.8 percent chance of reaching 200,000 miles, and an average lifespan of 250,729 miles, making it one of the longest-living models on the market.
You also get a maximum cargo capacity of 82.2 cubic feet, an approach angle of 31 to 32 degrees, a breakover angle of 23 to 25 degrees, a departure angle of 22 degrees, a body-on-frame construction, and heavy-duty twin-tube shocks; all ideal for off-roading and some overlanding. Question is, though, how often are you going to use all of that to its full potential?
The Land Cruiser nameplate is synonymous with being off-road tough, and if that changed and was made to be too soft, even fewer people would likely buy one. However, for most SUV buyers, things like fuel efficiency and on-road comfort are far more important day-to-day.
FuelEconomy.gov estimates the new Land Cruiser can achieve just 23 combined mpg (22 mpg city/25 mpg highway), and will cost you $3,450 a year for gas. So, not great for a hybrid SUV. Something like the new Grand Highlander Hybrid achieves up to 36 combined mpg, offers a highly configurable seating layout, and has 97.5 cubic feet of storage space.
The Land Cruiser is good as an everyday vehicle, but its strengths certainly lie more in the boonies than in the suburbs, and for many, it just isn’t needed. When Toyota sells so many SUVs that do everyday jobs so much better, that legendary Land Cruiser name can only carry it so far.
Sources: Toyota, iSeeCars, J.D. Power, FuelEconomy.gov, and Kelley Blue Book.
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