Cruising to success

Toyota’s legendary Land Cruiser series is garnering tons of attention in the motoring world especially after its cumulative global sales surpassed 10 million units as of August 31, 2019.

The new milestone comes as recognition for the premium SUV’s standing as a global and regional icon... touching millions of lives wherever the road takes it.

Yugo Miyamoto, chief representative, Middle East and Central Asia Representative ‎Office, Toyota Motor Corporation, said: “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.

“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.”

According to the auto manufacturer, the Land Cruiser embodies Toyota’s reputation for reliability, durability, and capability.

Yugo added: “We remain committed to continue working hand-in-hand with our customers to create ‘ever-better’ cars.”

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

In November 1955, full-scale exports of the Land Cruiser began with the 20 series, four years after the launch of the first-generation vehicle. Since then, the Japanese brand has consistently developed versions that cater to customer needs, while staying true to its reputation and its off- road capabilities.

Even though fewer than 100 units were exported per year initially, by 1965, 10 years after full-scale exports commenced, that figure surpassed 10,000 units per year.

Today, the Land Cruiser is sold in approximately 170 countries and regions worldwide, with annual global sales standing at approximately 400,000 units.

There are regions where Land Cruiser 40 series vehicles continue to be used today, some 50 years after they were manufactured.